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Danish up-market electronics firm Bang & Olufsen and Samsung Electronics will launch a jointly made mobile phone this year, with typical B&O design and high-quality sound, the firms said on Wednesday.

The phones will have basic communications features and little in the way of high-tech extras, Bang & Olufsen's chief executive told Reuters, adding they would target the high end of the market in terms of price and quality.

Bang & Olufsen are known for their expensive, sleekly designed art-house type televisions and home stereos.

"We are starting out with one model but may come out with more later," Torben Ballegaard Sorensen said, adding the phone would be aimed at people over the age of 25.

"This will be super simple. We believe that many people feel overwhelmed by the options phones contain. We will attempt to produce something that ... will suit our core clients. They don't use phones as a game station. We are emphasising what the phone is meant for, which is talking."

The handsets will be launched in 17 European countries in the fourth quarter, the companies said in a joint statement.

While most mobile phone makers are focusing on launching third-generation (3G) phones with features like video calls and downloading music, Sorensen said the joint venture would stick to tried-and-tested technology.

"We have positive expectations about this, but I know it is a niche product. The phone won't appeal to all, but if only two percent of the market likes it, that's good enough."

South Korea's Samsung is the world's third largest mobile phone maker after Nokia (NOK1V.HE: Quote, Profile, Research) of Finland and U.S. Motorola (MOT.N: Quote, Profile, Research) , and its announcement follows comments earlier this month that it aimed to become an elite brand name.

Top rival Nokia has previously targeted rich consumers with its exclusive Vertu brand of very expensive mobiles made from platinum, gold and diamonds, as well as its N-series, which features built-in hard drives and high-quality camera lenses.


© Reuters 2005. All Rights Reserved.

http://go.reuters.co.uk/newsA[....]technologyNews&storyID=9650231

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[ This Message was edited by: batesie on 2005-11-15 13:49 ]

[ This Message was edited by: batesie on 2006-01-12 15:57 ]

[ This Message was edited by: batesie on 2006-06-13 15:09 ]
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Posted: 2005-09-14 15:29:00
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its a damn shame they havent teamed up /// Ericsson
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Posted: 2005-09-14 16:01:05
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mmm It will then be SEB&O.. to much..

Like BAR, Brittish American Racing with a japanese engine
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Posted: 2005-09-14 16:03:39
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Actually BAR dates back to 1917. The Browning Automatic Rifle was first used the following year at the end of WW1. Slightly before horseless carriages became capable of breaking the sound barrier :-) I'd love to see a B&O though, it'd probably look as good as everything else they manufacture. This message was posted from a Nokia
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Posted: 2005-09-14 16:19:00
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I doubt Boba will be too pleased about this. It would be interesting to learn of his opinion. This message was posted from a S700
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Posted: 2005-09-14 18:09:34
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I must say it is a shame, espesially when someone here on Esato said a few months back that B&O was thinking of making a phone and it would probable be built on the E-100 platform.
It doesn't say which name its going to comeout under, I am presuming that it'll be B&O. It doesn't seem to be like its going to be groundbreaking on features.
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Posted: 2005-09-14 18:11:37
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as soon as i hear anything i'll be sure to post it here...
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Posted: 2005-09-14 18:12:22
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If they want a simple thing they can look to past Ericsson models for inspiration. This message was posted from a K700i
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Posted: 2005-09-14 18:55:35
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my next phone is a samsung just because of B&O
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Posted: 2005-09-14 19:01:10
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shame really as B&O's first mobiles were made with /// Ericsson
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Posted: 2005-09-14 22:55:50
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