In 1998 Nokia created a new arm to its business, 'Vertu'. Headed by chief creative designer Frank Nuovo, the business aimed at a niche in the mobile phone market. The luxury sector. Based on the same market as Swiss made watches, Nokia believed that they could bring the mobile phone away from a technological device and give it an image of prestige and quality.
Phone companies had already produced top-end mobile phones to appeal to the more wealthy consumer but Vertu was going an action beyond that; they introduce mobile phones as a collection rather than a model and there are currently only three collections accessible; 'Assent', 'Constellation' and 'Signature'.
This style of retail echo's the likes of Bentley rather than Nokia so its easy to see why Vertu were able to distinguish themselves from the Mother company. Normal telephone manufacturers generate mass volumes for short periods, Vertu produce small volumes for long periods. Hand- crafted in Vertu's 'factory' these phones really do compare with the caution and attention shown to a Rolex or any other Swiss made watch.
Obviously they need some method of extending their product life cycle and this comes in the form of special and limited editions.
Tucked away in the English countryside the Vertu headquarters has developed some truly magnificent phones. All are crafted with a combination of high-grade leather and metal; depending on how big your wallet is, Vertu present alloys used on room shuttles, stainless steel, silver, gold and even platinum.
The Vertu Assent is just about the most recognized collection. Whilst cheaper than the others it provides an impressive design with incredible features. The most notable is the Yamaha audio system perhaps, better than any other in the market & capable of a staggering 100dB very clear sound.
No doubt your beginning to understand that Vertu don't just offer the best designs and the best materials but also the best technology. In fact, to align themselves with the watch market Vertu try not include any features that are likely to be outdated so as to extend the product life. They are famously quoted as saying 'when they make one good enough we'll use it' in response to an issue on why none of their mobile phones have cameras. Also get more information related to Vertu mobile phones - replica vertu phones India and Vertu Ti India.
To emphasize the luxurious image of the Vertu brand they teamed up with F1 electric motor sports and created a limited edition series of Assents. Each got a racetrack etched into the back of the phone and racing grade rubber used instead of the leather. There were only a thousand of these produced and all got an individual number to identify them. MONZA?
So has the corporation been a success? Well, it will be a lie to say they haven't struggled. Entering the specific niche market was a challenge as they were in essence creating a new market. At first customers were pessimistic of the fusion between high end and technology in a market where upgrades are an annual norm. But Vertu's build quality and pinpoint marketing has come through; unit sales are on the raise and emerging markets in Russia and India leave plenty of room for expansion.
In fact the proof of Vertu's success can be seen in the growth of its competition. Whilst Assents start at around £2,500 and Signatures rise to about £30,000 these appear to walk hand in hand with the Ferrari proprietors of the planet.