Des assumes philips sales

China's Shenzhen Sang Fei Consumer Communications, which controls 100 per cent of Philips global mobile phone business, yesterday appointed DES as its main mobile phone distributor in Thailand.

DES managing director, Dantrai Na Thalang said that despite the unfavourable economic situation, he is confident the Thailand market still has growth room.

He said DES targets the sales value of Philips mobile phones at Bt200 million next year. The company would focus on roadshow activities and event marketing to promote sales.

DES has also partnered with major handset distributor IEC to provide after-sales service to customers.

Shenzhen Sang Fei acquired the global mobile phone business from Royal Dutch Philips Electronics in 2007. Now it focuses on manufacturing, sales and marketing and after-sales service for Philips mobile phones, while Philips Design Asia has continued to design mobile phone products under the partnership.

Yesterday DES introduced three Philips models in a price range from Bt2,900 to Bt9,990. It is now deciding when to launch four new models in the first quarter.

Dantrai said Philips mobile devices would capture the mid-tier to low-end segments with their quality and design.

Shenzhen Sang Fei's senior sales director Cheong Gim Hwa said  the Philips high quality products could compete with low-cost in-house brand mobile phones in Thailand.

He said Philips mobile phone business targets at least 5 per cent market share in every market it has entered.