MagCom launches Norwegian mobile phone

The first mobile phone to be developed in Norway since Simonsen left the market is being introduced today by the MagCom company.

Also incorporating internet access and a personal digital assistant (PDA), this device features the lowest radiation on the market and will compete in a new segment for communication products.

The product is being launched initially in Norway, but will later be presented to the broader European market.

With triple band functionality, it can be used in all countries with a GSM network — the whole of Europe, much of the USA, Australia and Asia except Japan.

 MagCom has attracted great interest in the Norwegian media since the project was initially announced last April. Since then, the phone has been through extensive further development and testing.

“We’re proud to present a Norwegian product for mobile communication,” says MagCom president Lars Øberg. “People who use both mobiles and PDAs can now get everything in a single unit.

 “This is also a product for consumers concerned about radiation. Users must feel not only that the technology works but also — and equally important — that we have taken health aspects into account.”

The special design of the MagCom phone gives particular weight to two aspects, including a large LCD screen with an extra-high resolution of 64 000 pixels.

Providing space for up to 27 lines of text as against the five-seven found on conventional mobiles, this makes it easy to read messages and use the internet.

And the body of the phone is made in magnesium, which gives an elegant appearance while acting as a shield against radiation.

Tests carried out by Germany’s highly reputable IMST institute show that the MagCom phone gives off radiation with a measured SAR value of 0.043. This is much lower than most of its competitors.

Many of the most popular mobile phones currently on the market have a SAR of more than one. The maximum limit in Europe is two SAR, while the USA has set a ceiling of 1.6 SAR.

“Users should be given information on how much radiation mobile phones generate,” says Mr Øberg. “We’re the first manufacturer in Europe to show the SAR value on our packaging. This is likely to become obligatory in many countries, and we are positive to that.”

Developed in Norway, MagCom is being produced by Flextronics in Denmark, which also makes phones for Siemens, Nokia and Ericsson. The body is made at Tønsberg Magnesium south of Oslo.

“We want to help strengthen Norway’s image as an advanced country for high-tech sectors and the internet,” says MagCom chairman Harald Norvik.

“We believe our phone will do this because it unites the best from two products — the hand-held PC and the mobile phone — in a contemporary design.”

Distribution agreements have been concluded by the company with all the major Norwegian mobile phone dealers, including Mobildata, Nordialog and Commit.

The international launch is dependent on the product’s reception in Norway, and is planned to take place after the summer of 2001.

MagCom plans to produce 3 000 units per month initially, but this output will be increased later. Capacity is available to expand production sharply once the phone has been launched outside Norway.

The company has 50 shareholders, with Insight Capital Partners (21.2 per cent), Telenor Venture (16.8 per cent) and Anders Wilhelmsen AS (16.8 per cent) as the largest. It has an active board of directors.

Mr Øberg has previously been chief executive of Iplast ASA and vice president for business development and technology at Switzerland’s Mikron AG.      

Technology

The larger display will make it easy to write and read e-mail, and to utilise the internet. Using the smallest font size gives space for 27 lines of 44 characters each — equivalent to almost 1 200 characters.

With the Mag Synch function, users can synchronise the diary and address book with both Microsoft Outlook and Outlook Express.

Software can be upgraded by downloading from the MagCom net site, a service which the company is alone in offering to its customers.

The phone incorporates triple band functionality, which means that it can be used in all countries with a GSM network — the whole of Europe, much of the USA, Australia and Asia except Japan.

MagCom plans to produce 3 000 units per month initially, but this output will be increased later. Capacity is available to expand production sharply once the phone has been launched outside Norway.

Distribution agreements have been concluded by the company with all the major mobile phone dealers in Norway, including Mobildata, Nordialog and Commit.

MagCom is delivered with a standard battery which gives four hours of talk time and 110 hours on standby. Accessories include portable hands-free equipment and a portable mini-keyboard.

In addition come a carry case, tabletop and travel chargers, cable for synchronising with a PC, car installation set, lighter cable and a simple holder for permanent installation in car or boat.

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