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Samsung takes on Nokia with featurephone line for low-cost markets


rex90
Matt Ablott

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Samsung has launched a new handset range targeted at emerging markets called ‘REX’ based on the firm’s ‘TouchWiz’ user interface.

The South Korean giant described the range as “smart featurephones,” positioning the line squarely in competition with Nokia’s Asha range, which is proving hugely popular in markets such as India.

The REX series consists of four touchscreen devices: REX 90, REX 80, REX 70, and REX 60, all offering dual SIM functionality and supporting four GSM/EDGE bands (850/900/1800/1900). The top of the range REX 90 (pictured) has a 3.5-inch display and a 3.2-megapixel camera. Facebook, Twitter and Google+ come preloaded on all devices.

Pricing and availability was not disclosed, though a launch event was held in India. Samsung’s JK Shin, the head of its mobile business, said in a statement that the phones would target “all lifestyles and budgets”.

“REX devices are designed to seamlessly prioritise and consolidate essential mobile functions that matter most to customers across diverse markets,” he added.

Samsung has also launched several low-cost Android-based smartphones in recent weeks.

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