PUMA and Sagem Wireless unveil new connected lifestyle device and services

PUMA PHONE to hit market in April 2010

PUMA AG and Sagem Wireless unveiled today at the Mobile World Congress the much anticipated PUMA PHONE.  The PUMA PHONE is not like all those other phones; its design, from on-board features and technology to unique user interface to connected services reflects the DNA of the PUMA’s brand.  Completely custom designed from the inside out, the PUMA PHONE is an uber friendly device engineered to facilitate and encourage an active way of life both digitally and physically.

“Just as PUMA is unlike any other sportlifestyle company out there, the PUMA PHONE is unlike any mobile phone on the market,” said Jochen Zeitz, CEO of PUMA.  “We want to engage with our community in a way that is consistent with everything PUMA stands for. Blending together the influences of sport, lifestyle and fashion, the PUMA PHONE reflects the joy, spontaneity and individuality that the PUMA brand is known for.”

The PUMA PHONE is an active smartphone.  Beyond internet, messaging, and gps localization capabilities, solar charging, video calling and Bluetooth photo sharing are all designed to make the device engaging and responding to consumers requirements.  The spin and scratch music player and integrated radio make the device a connected companion. Designed around an active lifestyle, its sleek shape factor makes it a wearable fashion accessory.

Users will be guaranteed access to the PUMA WORLD in a click. A carousel-based menu on the device will allow an easy navigation through multimedia contents, enabling PUMA to aggregate rich media content services into a single intuitive and entertaining mobile user experience. Users will be able to interact with multimedia content from puma.com, download PUMA applications, and access PUMA products through mCommerce services. These connected services also enable mobile operators to create and access new channels for reaching niche communities with highly customised products and services that drive data usage.

Thierry Buffenoir, CEO, Sagem Wireless commented; “With PUMA engaged in projects such as the United Nation’s Environment Programme, values such as sustainability are at the core of everything it does.  From the very first concepts for the PUMA PHONE therefore, it was clear that we would need to marry a unique user experience with real technology innovation to design and develop a device that delivered on the PUMA promise.  Using the device to directly connect with the PUMA community through services such as live sports feeds and mCommerce, the PUMA PHONE delivers not only a rich PUMA experience, but uses technology such as integrated solar cells to deliver it in a way that is completely consistent with PUMA’s values.”

The PUMA PHONE will be available through mobile network operators across greater Europe and on PUMA online store from April 2010, with international markets following.

Key features of the PUMA PHONE include:

• Integrated solar cell, with charge indicator
• Touchscreen: 2.8 inch thumbable screen with 240 x 320 QVGA resolution and TFT wide viewing angle
• Camera: 3.2 megapixel camera with LED flash and x6 zoom; Bluetooth photo sharing
• Video: VGA video call camera; full screen video playback, with video recording and streaming and progressive video download
• Music:  wide range of music formats with playlist support and FM radio
• Localisation: GPS, compass, geotagging, routing and mapping
• Sports: pedometer, GPS tracker and stopwatch
• Internet: Open internet browsing, with WAP Push
• Messaging: Mobile email client and mobile web mail notification; instant messaging; MMS and SMS
• HSPA and W-CDMA/EDGE/GPRS/GSM connectivity; Bluetooth; USB 2.0
• Talk time up to 5 hours with 350 hours stand-by time; video call time 140 minutes; music player time 24 hours; video player time 5 hours
• Tablet form factor; 115g weight and dimensions of 102mm x 56mm x 13mm

About PUMA

PUMA is one of the world’s leading sportlifestyle companies that designs and develops footwear, apparel and accessories.  It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the values of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. The Black label features collaborations with renowned designers such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the brands PUMA and Tretorn.  The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit www.puma.com

About Sagem Wireless
Sagem Wireless provides customised connected lifestyle devices and services to leading consumer lifestyle brands and mobile network operators worldwide.  Using technology innovation and customer insight as strategic tools in the product design process, Sagem Wireless develops a range of connected lifestyle devices personalised to the specific needs of different customer segments. With industry leading technology partners and its own R&D centres based in Europe and Asia, Sagem Wireless offers pre-requisite manufacturing expertise intrinsic to the product design process that relies on both flexibility and the highest level of quality to assure successful entry into new and existing markets. For more information, visit: www.sagemwireless.com