As many in Indonesia are celebrating Ramadan, another new mobile phone is coming to town. Smartfren, an Indonesian phone brand from local telco Smart-Mobile-8 Telecom, has launched its new affordable phone with Islamic content, named Enduro Silaturahmi. “Silaturahmi” means hospitality or relationship in Indonesian, implying that this mobile phone is meant for maintaining relationships between friends and family.
What’s so special about the phone? Well, it is equipped with CDMA modem access, a camera, WAP 2.0, an MP3 player, and an FM radio — all in this one phone with a price of only IDR149,000 (US$17). Yes, this is not a typo. The phone is less than $20. It comes in three different color combos too.
As it is meant for Muslims, especially during this Ramadan, Hape Silaturahmi has special Islamic apps like SMS Adzan, religious stories, selected prayers, and other content that would be useful for Muslims. This is not a smartphone, and you may not be able to install those cool Islamic apps. But you can still get prayer time reminders and read full Koran verses. New phone users will also get free Facebook and Twitter for 15 days.
It is such a good strategy to launch this new phone during Ramadan, as Indonesians would love to change their old phones to new ones, especially ones that come with such targeted apps at such an affordable price point.
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