Vtech 2002 Annual Report Download - page 11

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Annual Report 2002 9
he history of telecommunication
products is a history of the new
replacing the old. VTech’s continuing
ability to remain at the forefront of this
evolution was demonstrated by the
announcement of the launch of the world’s first 5.
8GHz cordless phone at CES in January 2002.
Combining R&D excellence with extensive market
research, VTech’s 5.8GHz model offers a range of
audio and functional enhancements using
pioneering technologies. These range from
unique automatic audio enhancement to two-
phones-in-one functionality. This product
introduction seizes the window of opportunity
with a product boasting new technology and very
desirable consumer features.
The 5.8GHz project was the first project to leverage our Dual Brand Strategy, focusing
on the Brand Values: VTech: Vibrancy, Innovative and Competitive; and AT&T: Pleasure in Use,
Classical Styling and Perceived Quality. These brand values, coupled with customer
segmentation research, guided the development and implementation of product features
and industrial design.
The result is a product line differentiated clearly by look and feel – and key features – to meet
the specific needs of targeted customer segments. Indeed, many retailers say the two brand
designs look like creations from two different companies. All in all, retailers have applauded
VTech’s pioneering efforts and entry into a new category.
t
cordless phone
first 5.8GHz
the industry‘s
Review of Operations