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Sony collected up a bunch of stereotypes and bundled them into a mobile phone, and marketed this as specially designed for women.
According to the designer:
- "The two inch screen’s clever design means that at the touch of a button the screen becomes a mirror, offering a discreet way to make sure you look as good as your mobile phone. It is also the first Sony Ericsson to feature Walk Mate step counter, to help you stay in shape wherever you go. It also has an exclusive fashion interface which automatically updates with zodiac signs and special events throughout the year."
The model was named "Jalou", which is derived from the French, jalouse meaning jealousy.
Some of the marketing phrases used by Sony:
- "Sony Ericsson's latest style statement is only 73mm long – shorter than your favourite lipstick and is easy to slip into the tiniest clutch."
- "3.2 megapixel camera – snap your favourite outfit and send to your friends."
- "Bluetooth 2.0 – upload images and videos to your social network site"
- "Mirror Key – check your hair before a hot date."
- "Walk Mate step counter – see how far you have walked while out shopping"
- "Weight – will not weigh your handbag down at only 84 grams"
Sony Ericsson has one-upped the rest of the gendered marketing world with the soon to be released Jalou phone. Rather than slap some pink on it and call it a day, Sony Ericsson "explored art, architecture and furniture trends whilst delving deep into the couture and fashion world" to determine just what the ladies would be looking for in a cell phone in 2010. Evidently plaid is out but, "structured forms, intricate corners, hidden depths" are in. Um...sure.
The phone has some features that clearly illustrate stereotypes about what women (should) care about.
Female tech lovers - you may find this a little sexist
Verdict: this phone could only be more patronising if it had a pregnancy test function, but it will still sell like hot cakes.