Palm Rolls Out New Branding Strategy
"Tungsten" and "Zire" brands distinguish between inexpensive consumer handheld devices and more expensive devices designed for corporate enterprise customers.Palm Inc. on Monday announced a new branding strategy designed to distinguish between inexpensive consumer handheld devices and more expensive devices designed for corporate enterprise customers. The "Tungsten" brand will be geared toward the high-end customers, while the "Zire" brand will be geared toward fun and value, said Todd Bradley, CEO of the Palm Solutions Group at the Santa Clara, Calif., company. The first product based on the Tungsten sub-brand is the Tungsten Mobile Information Management Server Solution, which is an upgraded version of Palms remote access server software. The new software supports Sun Microsystems Inc.s Solaris operating system.
Handheld devices based on the Zire and Tungsten brands are expected by the end of the year.