Vertu Mobile Phones: Luxury Redefined |
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Background Note
"Just over two years ago, we secretly set up a company to (really) see if there was a business case,"8 said Litchfield in 2002. The existence of Vertu was finally revealed in Paris, the center of high fashion, in January 2002. The first Vertu phone, the Signature was launched the same year (Refer Exhibit I for a photograph of the Vertu Signature).
The keys were made of precision engineered stainless steel and were set on jewel bearings. "Underneath each of these keys is a ruby bearing. The customer can press these keys over five million times and still get the same consistent, positive response. If you take an ordinary mobile phone, once you get beyond half a million key presses, you will start to find some problems," 9 said Litchfield...
7] Aloysius Choong, "Platinum luxury phones have
'no competition'," www.zdnet.co.uk, March 22, 2002. |
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