Fujitsu to drive mobile launch with 'significant' marketing investment

Fujitsu: the Arrows ES IS12F smartphone released recently outside Europe
Fujitsu: the Arrows ES IS12F smartphone released recently outside Europe

Fujitsu will put a "significant investment" into its marketing for the launch of its mobile proposition in Europe, as it moves to show it is in it for the long term and looking for sustainable growth.

Brand activity will focus around Fujitsu's "infinity" logo, but will drop the Arrows sub-brand that is uses on some of its phones in Japan, in order to focus on building awareness of Fujitsu as a mobile brand in Europe.

James Maynard, product marketing director for the Fujitsu mobile business in Europe, said the brand had money to spend and would look across all different media to advertise.

The brand is set to take a measured approach to marketing and will not lay out the kind of marketing investment undertaken by big spenders Apple and Samsung.

Maynard said: "We've got sufficient funding to support a market launch and continue it long term."

The creative brand direction for Europe remains in development, with Fujitsu in discussions with its established agency network and other agencies.

The company is currently in talks with all the major operators at the Mobile World Congress in Barcelona, as it hopes to launch the phone proposition in Europe in Q4 2012.

Fujitsu will leverage its ties with telecoms firms, which it already works with consistently, to provide back-end systems in Europe, in order to drive its entry to the market.

The mobile firm is gearing up to launch globally because its domestic Japanese market has now moved from a feature-phone-rich market, towards a smartphone-orientated environment.

Fujitsu phones are advanced technologically because LTE is already in Japan and the country has also had NFC for four years, with people using their phones to swipe into the underground system.

Maynard said the phones would still be manufactured in Japan because people expected "high quality" from Japanese products, meaning the phones would not be positioned in the low-end of the market.

Fujitsu will emphasise the call-quality of its devices to differentiate itself from other smartphones, which often neglect call quality at the expense of other features, it says.

Fujitsu phones run on what the brand calls a "human-centric engine", which includes functions such as an increasing ring-tone volume when there is lots of ambient noise, or a buffering of the gaps between words to slow conversations down or speed them up, depending on the speed the user talks at.

Follow Matthew Chapman at @mattchapmanUK

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message