Phone takes aim at e-book lovers

Hisense introduces a dual-screen device with a Kindle-like display for people who like natural reading

Chinese home-appliance manufacturer Hisense Group launched its first dual-screen smartphone, the A2, aimed at young consumers and e-book enthusiasts.

The phone has a 5.5-inch display on the front and a 5.2-inch Kindle-like electronic paper display on the back, on which users can read and browse news.

Priced at 2,999 yuan ($436; 412 euros; 352), it's equipped with some reading apps that provide a large number of free e-books and learning material for book-lovers and students.

"We expect more than 60 percent growth in overall sales this year, and the sales of medium- and high-end smartphones will take up 81 percent of sales of all types of our smartphones," says Fang Xueyu, general manager of Hisense's communications unit.

Fang says Hisense hopes to maintain its dominant position in the dual-screen smartphone sector, targeting third- and fourth-tier cities, with a focus on Chengdu, Guangzhou and Hefei, along with Shandong province.

"We will increase spending on advertising and marketing in 2017. Advertising spend will increase more than 100 percent," Fang says.

Sales of Hisense smartphones in overseas markets have shown strong momentum. Some 30 percent of the company's orders come from overseas.

The dual-screen smartphone is not a novelty. In November 2014, Russian President Vladimir Putin presented a YotaPhone 2 - a dual-screen smartphone made by Yota Devices, a Russian startup - to President Xi Jinping as a gift.

Six months later, the company introduced the device into the Chinese market through local distribution channels.

Jin Di, research manager of IDC China, says Hisense is now hoping to attract consumers who like reading e-books.

Roger Sheng, research director at consultancy Gartner Inc, says: "It is a good try for Hisense to launch a dual-screen device, as it is very eye-catching, which might enhance brand awareness. However, there is a niche market for this kind of smartphone and shipments are not high."

Contact the writers at fanfeifei@chinadaily.com.cn and

xiechuanjiao@chinadaily.com.cn

(China Daily European Weekly 03/03/2017 page27)