Casio mimics Sony branding strategy, shows Exilim cameraphone

Consumer electronics brands are being adopted by mobile handset arms of Japanese CE manufacturers. The trend started with Sony allowing its joint venture with Ericsson to sell featured mobile phones under Sony’s well-known Walkman, Cybershot and Bravia brands. Now Casio follows suit by assigning its Exilim digital camera brand to the cameraphone destined to be offered by KDDI au in Japan in near future. The rumors of Casio Exilim cameraphone surfaced first back in May and now it looks like its debut is imminent, according to ITMedia report from Wireless Japan 2007 trade show happening in Japan this week. The phone spots 5.1MP camera supported with specially developed Exilim Engine for Mobile. Interesting part is that the phone has a clamshell form factor with swiveling screen protecting it from scratches when not used and allowing using it as a huge viewfinder (VGA 2.8inch) in a shooting mode. More specs and pricing details are coming after KDDI au’s official announcement.

Source: IT Media (Japanese)