7th December 2004 - NEC Corporation and NEC Malaysia announced new Mobile Phones "e238" and "e101" to Malaysia. NEC also reveals its new branding strategy and slogan "Get Personal", which is in line with NEC's global corporate statement "Empowered by Innovation(TM)", to further expand its mobile business in Malaysia.

Starting with these two new models with three color variation as one of the key products, NEC will pursue its new strategy to enter into the wider-range product market segment to appeal to various consumers in Malaysia. With the new and specific target market segmentation, NEC will further launch products answering to the requirements from every customer of each segment.

"Get Personal" is a new slogan to help NEC increase its awareness in the mobile terminals arena and build brand loyalty in Malaysia. We are aiming to position the company as the most creative, leading mobile solutions company within 2 years. Variety of mobile terminals are being introduced for the global market this year. This new slogan will be a dynamic step towards strengthening NEC's presence in the Malaysian mobile market, and is also in line with the strategic move to expand NEC's mobile business globally." said Mr. Hiromi Orikasa, General Manager of Mobile Terminals Marketing & Sales Division, NEC Corporation.

"Our latest challenge regarding current brand perception is to create a unique, human and user-friendly image, showing NEC's deeper level of communication with consumers by defining ourselves as a "people company," which proactively reaches out to customers to gain knowledge about their needs in Malaysia. Then, customers can acquire not only the latest state-of-the-art technology but also a mobile phone that suits their own lifestyle." said Mr. Takao Shimada, Managing Director of NEC Malaysia Sdn Bhd.

The new models introduced today are clamshell-shaped e238 & e101. They target a wider range of people, from business to individuals, with friendly, simple and stylish designs. The feature-packed e238 are equipped with 300,000 pixels digital camera with various camera functions, 1.9 inch color large TFT screen with 65,000 colors, JAVA and MMS. The e238 also feature 64 polyphonic ring tones and also support motion jpeg, movie CLI, MP3, IRDA and USB connectivity, among other things.

"Malaysia is one of NEC's most important markets where NEC can demonstrate its full competence in mobile internet. NEC expects further strong initiatives by NEC Malaysia will help create the market and aid NEC in obtaining a leading position there." said Mr. Orikasa.

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