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Samsung gets the Italian touch

Don't dilly-Dali on the way
Sun May 25 2008, 21:10

AT A LONDON Dali exhibition, Samsung announced the renaming, unveiling and rebranding of the SGH-F480, which will be henceforth now known as the Tocco – the Italian for touch.

Officially launched at Mobile World Congress, the Tocco is Samsung's latest touch-screenhandset, running with a “new and totally unique UI” designed for customisation and personalising.

It’s touched up with a five-megapixel camera and a 240x320 2.8-inch 262K QVGA LCD display, with the Access net browser built-in. Users can bust their lug-holes to the integrated FM radio, full music recognition functions, with storage for 240MB of internal music - expandable to 8GB on SD card.

alt='tocco1' Samsung Tocco – The Dali interpretation

The UI looks rather akin to Windows Sidebar in Vista, with widgets having a “drag and drop” ability. Some of these include the radio player, music player and other funky personal wonderments like birthday reminders.

As with the extremely popular Samsung G600, we, in the UK, took the lead in the creative aspects of this inspirational phone, such as the advertising and naming of the phone, to effectively target the UK market,” said Mark Mitchinson, vice president, Samsung Mobile UK and Ireland

alt='tocco2crop'

The phone offers high-end camera features, such as automatic face detection technology and a sophisticated image stabiliser. The Tocco also touts 7.2Mbps HSDPA along with 3hrs talktime/250hrs standby.

Samsung has thrown the money at the launch with an extensive advertising campaign in the UK totalling £3.5million: £1.5 million for TV, £1.3m for online and out-of-home, 350K for press, 170K on experiential and 100K on online and PR. Grateful thanks to our anonymous and wonderful source.

No prices have been set, but expect to see it on all networks as we’ve been told there’s no exclusivity – so go get Touched up! µ

 

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