NEC Telecommunications (China) opened its first exclusive mobile phone retail store in Beijing this week.

Ben Nakamura, NEC's Senior Vice President and member of the board commented at the opening ceremony: "China has the world's largest consumer population and we are sure that NEC Telecom China will continue to drive success in this largest telecommunications market."

In addition to this Beijing store, NEC Telecom China has also opened another exclusive store in Guangzhou selling NEC mobile phones exclusively. The company is planning to open 10 more exclusive stores by the end of 2005.

In August 2004, NEC Telecom China introduced a new branding strategy "Get Personal" to further expand its mobile business in China. "Get Personal" is a branding platform to help NEC increase its awareness in the telecom arena and build brand loyalty in China. NEC Telecom China is aiming to position the company as the most creative, leading mobile solutions company in China.

The branding campaign is the latest challenge regarding current brand perception is to create a unique, human and user-friendly image, showing NEC`s deeper level of communication with consumers by defining ourselves as a "people company, which proactively reaches out to customers to gain knowledge about their needs in China. Apart from NEC exclusive stores, NEC Telecom China has opened around 2000 branded retail outlets last year.

NEC Telecom China has begun to redesign these stores under its concept of branding campaign "Get Personal". Around 1200 branded retail outlets in 210 cities of China will be redesigned by the Chinese New Year (Mid February) and others within the first half of 2005.