Sagem to achieve 3.5% market share by year-end

French handset manufacturer Sagem expects its range of GSM handsets to end the year with a 3.5% market share across all technologies used in Latin America this year, Sagem International managing director Olivier Demoly told press in Chile. By targeting the entry-level sector for GSM operators, Sagem saw its Latin American market share grow to 3% by the end of 2Q04 compared to 1.2% at the same time in 2003. The 2003 figure was probably the same at year-end, so Sagem has almost tripled its market share during 2004, Demoly told BNamericas. To ensure that its market share continues growing in 2005, Sagem has branched out into the mid end and mid-high end markets with eight models, including a smartphone, launched in Chile this week. The company also plans to boost its marketing efforts in the region, adding TV commercials to its billboard campaign already underway. The 2005 advertising budget has not yet been defined and Demoly declined to give a figure for 2004. The company now has a portfolio of about 20 models available in the region, but plans to launch many more in 2005, starting with a smartphone (model myX-8) and a clamshell (model myC-1), scheduled for launch in January. Regional wireless equipment distributor Brightstar US is producing Sagem handsets in Tierra del Fuego, Argentina and in Mexico, and Brazilian tech firm Gradiente is expected to start production in January. Gradiente will serve only the Brazilian market but may be required to add extra production lines in future or increase output to serve other Latin American markets in preparation for peak sales periods, such as Christmas. Sagem has at least one GSM operator partner in each Latin American country.