Mio Racing Team Arrives in Korea to Add Luster to the Mio Brand
Mio Driver Won the Third Place in Taebaek Circuit
TAIPEI, Taiwan, Oct. 20 /Xinhua-PRNewswire/ -- Building on the third-place finish of its driver in Class B of the Porsche Infineon Carrera Cup Asia (PICCA) race in Shanghai, Scott Miau, the driver Mio Technology sponsored won the 3rd place again in the PICCA event which took place on October 16 and 17 at Korea's Taebaek Circuit. Mio Technology was once again utilizing the sports marketing approach in cultivating the Korean market, aiming to associate the inventiveness and bravado of Porsche auto racing with the Mio brand spirit and broaden its appeal to the Korean youth market. By taking advantage of the attention that Korean public is lavishing on the PICCA event, Mio Technology will be able to once again gain favorable exposure for the Mio brand.
When the Mio brand was launched in the Korean market late last year, TV shopping channels were used to sell the Mio 168 GPS, gaining a favorable response. According to IDC statistics, Mio shot to the No.1 position in the Korean market for handheld devices in the first half of this year, with a market share of close to 50%, leading the second-ranked brand by ten percentage points. Mio Technology is now moving to utilize sports marketing to strengthen interaction with Korean consumers and increase the local market's identification with the brand.
Mio Technology's driver at the race is Scott Miau. Miau's strong third- place finish in Class B at the recent PICCA race in Shanghai won plaudits from PICCA's organizers, who said Miau was ''making an impressive series debut this season.'' The favorable notice won by Miau further buttressed Mio's confidence in sponsoring again in Korean race. The venue for that race, Taebaek Circuit, presents a challenge with its small track that provides few opportunities for racers to overtake each other. With both the ninth and tenth rounds taking place in Korea (there were twelve consecutive rounds in 2004 that took place in different countries), every racer run the course more than 20 laps, with each lap extending 2.5 kilometers. This racecourse will undoubtedly present a severe test for the skill, courage, and endurance of the drivers, and both the qualifying heats and the main event should be thrilling and hotly contested.
Mio Technology general manager Samuel Wang noted, ''In the PICCA Shanghai race, we combined our sports marketing and racing-related brand imaging for the first time, and achieved excellent results. For the race in Korea, we are not only highlighting the Mio spirit of encouraging young people to test their limits, seek adventure, and pursue their dreams, but we also hope that linking Mio with a major local sporting event in Korea to push the Mio brand image and spirit will help us continue to develop the Korean market.''
Photo Caption: The Mio Race Car at South Korea's Taebaek Circuit1. Mio168GPS was designated an official product of the Chinese Taipei Olympic Committee for the 2004 Olympic Games in Athens.
2. Mio168GPS assisted the Chinese Taipei team in getting to the 2004 Paralympics Games in Athens.
3. Mio Digiwalker sponsored hole-in-one events at ten major golf courses in Taiwan.
4. Mio Digiwalker's driver won third place in Class B at the Porsche Infineon Carrera Cup Asia 2004 race in Shanghai.
5. Mio Digiwalker is once again sponsoring a racecar driver, this time at the Porsche Infineon Carrera Cup Asia 2004 race in Korea.
About Mio Technology Ltd (MTL)
MTL was established in 2004 with operations in China, Taiwan, the US, and Europe. Foreseeing that the mobile lifestyle and mobile commerce will be mainstays of life in the near future, it is dedicated to the development of enabling devices. Its main business is the manufacture and sales of Mio DigiWalker(TM)-branded mobile communications products, such as smartphones, Pocket PCs, and handheld GPS systems. For more information about MTL, please go to http://www.mio-tech.com/ .