Ericsson A2618

At the beginning of the year 2000, Ericsson launched the A2618 as a replacement for the very popular A-class family A1018s. Ericsson A2618 offers WAP and SMS technology, it becomes the fourth Ericsson mobile phone with WAP function (the other belongs to MC218, R320 and R380). Based on a new platform ‘Michelle’, it features a sensuous “S-curve” design and contains the latest developments in software and functionality. The address book could store up to 100 telephone numbers and associated names in the phone’s memory with voice activated dialling and short cut keypad dialling for the first 9 entries. The call lists recorded the last 20 dialled, answered or missed calls. The A2618s included time and date functions, an alarm clock, a stop watch, call timers and basic function calculator. It could also send and receive SMS text messages and allowed levels of personalisation by selecting from a range of pre-loaded ring tone melodies, by composing your own ring tone and by changing the external covers. Three games were also provided on the phone, Tetris, Erix and E-Maze. Finally, limited Internet access was provided to mobile services using the Wireless Application Protocol (WAP) over an SMS bearer. It also features exchangeable Snap-On Covers that can be obtained as accessories: ISA-10, ISA-11 and ISA-12. These covers enclose both the front and back of the phone, available in an extensive array of patterns and colours and have been chosen to satisfy every conceivable taste or demand. Unfortunately, and realistically, this product was 2 years too late for the brand and for the market. Nokia had positioned itself as the fashion leader, and internal antenna were a selling and comparison point. While the price point was low and there were many design and colour options for the cover, it was a product that had been designed based on market research and insight from previous years requesting a fast fashion, entry level product. Too little – too late.