By Martin Vedris

SYDNEY: Siemens today officially launch its first cordless telephones range into Australia with premium German quality, affordable pricing and leading edge technology being the brand’s key messages to the Australian retailers.

The range of DECT standard cordless telephones includes models at pricing ranging from RRP $99 up to $299 and is available from December 1. Brightpoint was selected as a distribution partner to develop the retail channels.

Siemens Home and Office Communications senior executives from Germany attended the launch, including Stephan Wipperman, managing director and Hasan Paladoken, vice president sales MEA and APAC.

Paladoken explained the company is able to keep the pricing down despite being made in Germany because the phones are manufactured on an automated production line so that there is no human contact during manufacturing, which can also lead to contamination and handset failure.

Wipperman indicated that since Siemens cordless phones soon became market leaders in all markets they have been introduced to, including in Asia, he believed there was potential for quality German designed and manufactured cordless telephones in Australia.

The range includes the Siemens Gigaset SL370 (RRP $249) and SL375 (RRP$299), which are the size of a mobile phone. The SL375 includes an integrated answering machine and both models offer Bluetooth functionality, memory for 250 complete addresses including up to three numbers for each contact, an email address and birthday reminder.

The Siemens range also includes VOIP phones that allow internet calls without a PC. The Gigaset C470 IP (RRP $249) and C475 IP allow users to switch between internet and fixed calls.

A ‘Family-proof’ model in the range is the Gigaset E450 (RRP $299) that is resistant to shocks, water splashes and dust. The Gigaset E455 has an integrated answering machine.

The Gigaset E360 (RRP $179) is aimed at the mature market and features large illuminated keys and hearing aid compatibility. The Gigaset E365 comes with an integrated answering machine.

Economy models include the Gigaset A260 (RRP $99) and the Gigaset A265 (RRP $129) with answering machine.

“Siemens is a brand recognised and respected the world over, so it is an exciting move for us to introduce the Gigaset portfolio into the Australian market,” said Siemens Home and Office Communications general manager ANZ, Dean Verberne.

“The design and functionality components of each handset has cemented Siemens’ reputation as the technical and visual trend setter for the style-conscious consumer, and I have no doubt that we can expect a long and successful relationship with the Australian public.”