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BLU Cellphones Ready For U.S. Close Up

4/18/2011 11:28:23 AM Eastern

Miami - Startup cellular handset
marketer BLU Products is
stepping up its focus on the North American market, having posted most of its
success so far in Latin America, executives told TWICE.

The company, which is focused on
low- to mid-end phones, is expanding its selection of Android phones for the
U.S. market and has begun to target sales to U.S. carriers, having sold most of
its U.S.-market phones to date as unlocked models through on-line retailers. In
Latin America, the company said it has sold more than 1 million phones to date.

BLU designs its own phones and
contracts out manufacturing to many of the same factories that produce phones
for Motorola, LG, ZTE, Huawei, and others, said executive VP Luis Sosa.  The company also builds its own tools to
manufacture the phones, he said.

In the U.S., the company already
markets the unlocked Android 2.2-based Tango, an unlocked 850/1900MHz 3G HSDPA
phone with quad-band GSM, 2.8-inch touchscreen, 3.2-megapixel rear-facing camera,
600MHz Qualcomm processor, Wi-Fi and assisted GPS. It sells for anywhere from
$199 to $250 unlocked.

Two more smartphones are due this
spring in the U.S., also with Android 2.2 OS. Both also feature 850/1900MHz 3G
HSDPA technology with quad-band GSM and 600MHz processor. One is the Magic, a
bar-style phone with 3.2-inch HGVA capacitive touchscreen, hard QWERTY
keyboard, 3-megapixel rear-facing camera, VGA front-facing camera, GPS, Wi-Fi,
microSD slot, Bluetooth, FM radio and A/V playback. The touchcsreen-only Magic
II offers all of the same features and adds dual SIM cards for international
travel.

Another new phone is a quad-band
GSM/EDGE phone called the Touch. It lacks smartphone OS but features 3.2-inch
touchscreen, dual SIM cards, Bluetooth, 3.2-megapixel camera, microSD slot, FM
radio and A/V playback.

BLU exhibited at the recent CTIA
convention for the first time.

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