Pocket PC Phone comes to Latin America

[Makki]

The company is entering into a pioneering partnership with Microsoft to offer the Pocket PC Phone Edition in Brazil

Gradient, one of Brazil's leading manufacturers of electronic consumer goods, has announced the launch of the Gradiente Partner, the first Microsoft Windows Powered Pocket PC Phone Edition available in Latin America. The hand-held device offers a convergence of data, voice and high-speed internet access -- essential tools for people who need mobility, agility and productivity in their daily lives.

To make this launch possible, Gradiente entered into a ground-breaking partnership with Microsoft to provide a user-friendly interface using the Pocket PC Phone Edition operating system adapted to Portuguese. The Pocket PC includes a mobile phone and access to wireless data, in addition to compact versions of products such as Microsoft Outlook, Internet Explorer, Word and Excel. Gradiente chose the Microsoft operating system because they found Windows powered Pocket PC to be the most complete and best suited operating system for this line of equipment.

The PDA market in Brazil is growing rapidly, with the number of units sold jumping from 180,000 in 2001 to 250,000 in 2002. In the coming years, PDA sales are predicted to exceed 360,000 in 2003, and 640,000 by 2005.

Wireless PDAs will account for an estimated 60,000 units in 2003. With the launching of the Partner, Gradiente hopes to be a forerunner in the wireless PDA market and reach 30 percent market share.

Gradiente is targeting the Gradiente Partner for several markets: corporations, primarily large and medium-sized companies; retail chains; mobile telephony operators; and Web-based sales. Of these target audiences, the most significant one will be the corporate market, which they predict will account for over 50 percent of sales.

"The Gradiente Partner is a revolutionary product," says Eugenio Staub, president of the Gradiente Group. "Its launching in partnership with Microsoft is the first step for the company to start operating in the field of wireless data. This segment is still small, but I believe that it has a great growth potential, mainly in the corporate market. And with Gradiente Partner we will assume the leadership of this market."

"Mobile Internet, with devices such as the Pocket PC Phone Edition, will enable individuals and companies to realize their full potential," says Orlando Ayala, global vice-president of marketing, sales and services of Microsoft. "The mobile industry is a strategic priority for Microsoft and we have been investing strongly in creating truly innovative technologies for this market. We are very excited about the partnership with Gradiente, a leading and visionary company which has a deep understanding of the desires and dreams of the Brazilian consumers."

"Brazil is the first country in Latin America to receive this product. This is yet another demonstration of our commitment to Brazilian consumers and we are convinced that Gradiente Partner will be a winner on the market", says Emilio Umeoka, president of Microsoft's Brazilian subsidiary.

Integrated Mobile Phone

Gradiente's objective is to offer its customers the most technologically advanced product best-suited for user needs. The company spent over two years researching the technology before arriving at Gradiente Partner. "Our equipment is the only one that offers, in addition to the work tools, the option to speaking on the cellular phone without needing to use any other device or accessory," points out Moris Arditti, vice president of development and new business of Gradiente.

Compact, with a very modern design, the Gradiente Partner uses GSM/GPRS technology and operates with wireless voice and data. This device runs a 32 bit operating system with multi-task capabilities, so the user can use software such as Word and Excel while making a phone call.

All of these features transform the Gradiente Partner into an essential work tool to help company executives be more productive. With Partner, Gradiente consolidates its presence in the field of telecommunications, investing ever more in innovative projects to launch products on the Brazilian market in line with the company's convergence strategy.

Gradiente Partner will be manufactured in Brazil, with future plans to export them to other Latin American countries.

Pre-sale campaign

Gradiente will spend an estimated US$2 million marketing around the launch of Gradiente Partner. The campaign will be launched in the second half of December with an ad for product pre-sale. Pre-sale orders can be made over the site at www.gradiente.com, and the first batch of devices will be available on the market still in the first quarter of 2003, at a suggested price of R$4.599,00 (US$1,200).

Pocket PC Phone Edition Screenshot

Microsoft PressPass