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Sagem my721x “so ice” launch

Sagem… they’re not a brand we discuss much here on SMS Text News.  Focusing purely on the low-cost end of the market, in the pre-pay market, an invitation to the launch event at London’s Icebar and the opportunity to learn a bit more about this manufacturer was too good to miss.

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There, set in huge blocks of ice, was Sagem’s latest handset – the T-Mobile exclusive my721x “so ice”.  I’m not sure about the name, but the styling certainly looked good – brushed aluminium in a slim candy-bar form.  Talking to Julien Bertheuil, Head of Sales UK and Ireland, he highlighted the key features of the device:

  • A 3.2 megapixel camera
  • Bluetooth
  • FM Radio
  • Stereo speakers
  • Opera mini web browser
  • ‘Real time’ battery-life estimate (expressed in hours and minutes of standby or talk)
  • Extended language support, including Polish

The device is ‘only’ a 2G / GPRS unit, but as Julien pointed out this handset is priced at £69.99 on PAYG – a  competitive price point where the other headline specifications and styling would be most desirable to consumers.  Access to purchase phones is also a major issue, he told me, for the youth and budget market for handsets in this price-level so it will be available through the retailer Argos who have stores on most UK high streets and a large online presence as well as T-Mobile’s own stores. Sagem, it seems, are looking to shift a lot of these…

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These certainly aren’t smartphones, but the spec and finish look promising.  Samantha, SMS Text News’ latest recruit and official ‘young person’ will be reviewing it soon.  Look-out for her write-up.

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Speaking to Thomas Brenac, Managing Director of Sagem UK and Ireland, about where this handset existed in Sagem’s range I was surprised to hear he considered this ‘higher end’.  There have been, he explained, 3 key price points for some time: ‘under £30’, ‘under £50’ and ‘under £70’ with a fourth emerging segment of ‘under £10’. I was surprised… sure there are handsets available in this range, but do the specs differ so visibly and are consumers so price sensitive?

By Ben Smith

Ben is an expert on enterprise mobility and wireless data products. He has been a regular contributor to Mobile Industry Review since 2007 and is also editor of Wireless Worker.

5 replies on “Sagem my721x “so ice” launch”

Note the 'leather' case: suspiciously similar to the ones now shipping with the E66 and E71… If SAgem can amanage it for a £70 handset, I think Nokia could have aimed a bit higher!

Note the 'leather' case: suspiciously similar to the ones now shipping with the E66 and E71… If SAgem can amanage it for a £70 handset, I think Nokia could have aimed a bit higher!

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