Samsung has launched a new business smartphone brand “BizBee” in Europe targeted towards the busy executive, “who requires a business mobile that offers optimum performance, 24/7, from any location.”
The BizBee name is designed to drive awareness of Samsung’s new smart phone range in the business community and ensure consistency in marketing communications. The target market is business people looking for the ultimate solution for their busy, professional lives. In particular, this target segment requires all-in-one connectivity, email and applications, a QWERTY keyboard and increased business productivity. A typical BizBee consumer is passionate about business, a heavy mobile phone user and frequent traveler.
To promote the new brand, the Korean giant is running a print and outdoor campaign using a slogan “This is my office” in 10 European countries. The Windows Mobile-powered Samsung i780, which is known as the Samsung Epix in the States, is the first product from the BizBee range to be introduced in Europe — initially in the UK, Nordics, Spain and Netherlands. We’re not sure what will be their next handset in the range, but we are certainly hoping to see other mobile platforms included in the mix, too — namely Symbian and Android.
Commenting on the announcement, Samsung Electronics Europe’s CMO, Young Chul, Park said: “The launch of the BizBee brand range will enable easier communication for executives with busy lives. In order to penetrate the business market further and strengthen our position in the smart phone category, we are delighted to launch the new BizBee brand, and the first of the products within this range.”