Samsung’s REX handsets aim to hit Nokia where it hurts

News Richard Goodwin 10:30, 18 Feb 2013

Samsung takes aim at the feature phone market with ultra-cheap Java-powered REX handsets

Samsung has unveiled a series of new handsets aimed at securing a better foothold in emerging markets - the lucrative territory currently dominated by Nokia. The handsets will carry the brand name REX and are designed at stealing away market share from Nokia’s popular Asha range. 

Powered by Java, Samsung’s REX handsets are designed to look like the company’s current Galaxy S3 flagship. Samsung’s TouchWiz UX will also be present and all REX devices will feature dual-SIM slots which allow the user to run two separate tariffs at once: data on one; calls on the other, for instance. 

Samsung announced four REX handsets last week: The REX 60, REX 70, REX 80 and REX 90. The four new devices feature display sizes ranging from 2.8-inches to 3.5-inches and either a 1.8-megapixel or 3.2-megapixel camera, the latter being present on more high-end devices. 

Samsung has not yet confirmed how much these REX devices will cost, although judging by the spec – or lack thereof – we’d wager they’d be pretty cheap, perhaps less than £80. 

‘As the number one mobile leader and innovator, we are committed to developing the best possible mobile solutions to suit all lifestyles and budgets, which is why we are so excited to launch the REX series across a number of the world’s fastest growing markets,’ said JK Shin, President and Head of IT & Mobile Communications Division at Samsung Electronics. 

He added: ‘REX devices are designed to seamlessly prioritize and consolidate essential mobile functions that matter most to customers across diverse markets. The result is an extraordinary end-to-end mobile experience with the best value for money.’

Click here for the full specs for Samsung’s confirmed REX feature phones. 

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