BERLIN-Siemens AG will discontinue its line of fashion-focused mobile phones sold under its Xelibri brand. Launched early last year, the line-up of phones included devices made to look like jewelry, makeup kits and other fashion-style apparel. Siemens said it will continue to focus on the fashion market with its standard line of phones, such as the SL56.
Introduced in early 2003, Siemens’ Xelibri line of handsets included voice functions and was designed to appeal to trendy consumers. Sold mainly in Europe, the devices were available at various fashion boutiques and other hip retail outlets. Much like the fashion industry, Siemens introduced new Xelibri devices in conjunction with the seasons. The company’s latest Xelibri devices are from its “Autumn/Winter 2003/04” collection. The devices sold from $230 to $360.
Siemens’ Xelibri effort is part of a larger trend within the mobile-phone industry to build devices above and beyond the standard mobile phone. Such devices include mobile-phone/personal-digital-assistant combinations, as well as video phones, video-game phones and music phones.
