Brands as new form of Equity in Handsets

The first product in a new strategic partnership between adidas and Samsung will be miCoach, a mobile phone with an integrated personal training system.

With former Chelsea manager Jose Mourinho as its launch brand ambassador miCoach is communicating the idea of a personal coach that travels with you and helps you to perform sportingly. This claim’s basis rests on the personal data it collects and turns into individual training plans based on fitness level and specific goals.

A carefully thought out brand collaboration, the system’s five key components include the miCoach Samsung phone, a heart-rate monitor, a stride sensor chip to fit all adidas running footwear, compatible adidas apparel and the miCoach website to create tailored training programmes.

Mark Mitchinson, VP Samsung Mobile UK comments on the tie up with a sports brand: “This is ‘blue ocean’ stuff. The ‘red ocean’ stuff for mobile phones is music and camera but no one has taken enough notice of sport and being healthy.”

Other notable ones….. LG Prada, Samsung Armani, Nokia Versace, Moto Aston Martin, Fly Hummer

Do you see a trend coming for the Handset industry….? “BRAND AS A NEW FORM OF EQUITY IN HANDSETS”

What do you think….?


~ by digivine on March 14, 2008.

One Response to “Brands as new form of Equity in Handsets”

  1. i had micoach!!!! it’s amazing!!!1
    suit for runner

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