The Hindu Business Line : Motorola ties up with EMI Music to push E398 mobile

The music company will launch a specially designed CD called Motomix, featuring popular remixes of Disk Jockey Aqeel. "The tie-up with EMI is a natural partnership for Motorola to consolidate its ownership of mobile music in India," said Mr Percy Batlivala, General Manager (South West Asia), Personal Communication Sector, Motorola.

Priced at Rs 15,995, the E398 phone comes with an integrated MP3 player, VGA camera and top end features such as Bluetooth wireless technology. The phone is targeted at youth and young professionals across SEC A.

The E398 phone will be initially launched in 10 cities and will set its eyes on the growing replacement market where value added features is a prime proposition, said Mr Pramit Bhargava, Marketing Manager, Motorola India.

With music being the prime positioning, the company plans to set up listening posts in key retail shops and youth hangouts such as cafes, coffee bars and malls across the country to give consumers the feel of the music phone.

It also announced the launch of its new television commercial created by O&M advertising agency. The ad plays DJ Aqeel's remix of the `Chaiya Chaiya' from the Mani Ratnam movie Dil Se.

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