Motorola's 3D music phone. At Rs 15,995

Motorola, a global leader in wireless communications, launched E398, the first 3-D Surround Sound Music Phone, in Mumbai on Friday.

Combining a music player in a mobile, the new E398 enables users to carry their personalised play lists wherever they go.

Motorola has priced the new phone at Rs 15,995.

The E398 comes with a unique integrated MP3 player with dual 16mm, 22Khz speakers, which delivers an intense surround sound music effect. Its advanced dual speaker technology with reactive touch increases the true effect of applications by vibrating to enhance the base sound in music.

This next generation device also comes with an integrated 4x zoom VGA camera and can play back MPEG4 videos. It is also packed with top end features like BluetoothTM wireless technology, triband, and a 65,000 colour high resolution TFT display.

"The new Motorola E398 not only provides mobile entertainment, but also to deliver the mobile power to share images and music. A removable 64 MB Trans Flash Memory Card allows users to pack multiple songs and videos into the phone," said a Motorola media release.

Targeted at the youth and young professionals who appreciate cutting edge technology and see music as a vital part of their lifestyle. The new E398 also lets users connect hands-free while on the move.

"Motorola develops innovative communication devices that focus on delivering differentiated experiences to target the needs of multiple consumer segments," said Percy P Batlivala, General Manager (South West Asia), Personal Communication Sector, Motorola.

"Capable of delivering a true to life mobile music experience, the E398 is the first step in integrating a great music experience as a part of Motorola's product offering," he said.

Motorola also announced the launch of its new television commercial to bring alive the experience of the E398. The company has roped in DJ Aqeel, one of India's leading DJ's, to produce a remix of the popular soundtrack Chaiyya Chaiyya for the TV commercial.

The company announced a path breaking alliance with EMI as a part of its strategy to target the youth. This unique alliance will focus on creating and launching a specially designed CD called The Motomix which is a compilation of popular remixes including Chaiyya Chaiyya remix by DJ Aqeel.

"The tie-up with EMI is a natural partnership for Motorola to consolidate its ownership of mobile music space in India," said Percy Batlivala, General Manager (South West Asia), Personal Communication Sector, Motorola. "We see the youth as a core consumer and see music as their universal language. Motorola's synonymy with music phones is a key driver to build equity and increase sales."

In order to give consumers around the country the opportunity to immerse themselves in the E398 experience, Motorola will also set up listening posts in key retail shops and youth hang-outs like cafes, coffee bars and malls across the country.

In addition to its consumer marketing strategy, Motorola will also implement an intensive retail outreach that will involve retailer focused on-ground promotions and training.

The company will give retailers the opportunity to personally feel the mobile music experience of the E398 and train them to understand the benefits of the product.

"Our marketing strategy for E398 is focused on creating personal experiences with the music phone," said Percy P Batlivala, General Manger (South West Asia), Personal Communication Sector, Motorola.

"Our direct marketing effort will ensure the maximum outreach to our core target audience as we see the product experience as our strongest selling factor," he said.