Hong Kong company Poweract Industries is introducing a new e-mail telephone to emerging markets, according to its founder and managing director Jawaharlal Panjabi.

The E-mail Easy telephone (model EM200) allows users to access e-mail without using a personal computer. It could revolutionise communications in emerging markets where consumers cannot afford computers, but want access to e-mail.

At HK$1,011(US$130), the telephone costs much less than a basic PC. The company aims to make it a mainstream product.

¡§We expect this product to replace public telephones and fax machines in places such as airports, shopping malls, hotels and throughout the hospitality industry,¡¨ Mr Panjabi said.

This telephone demonstrates the entrepreneurial drive of Poweract Industries, the company Mr Panjabi has built up through more than 20 years¡¦ experience in the business.

¡§We concentrate on design, development and branding. We aim to make sure the Poweract brand is known for high quality and low prices,¡¨ he said.

Software and hardware engineers on the team that developed the product were instructed to pursue Poweract¡¦s concept of a high quality, affordable machine.

Along with familiar features like caller-ID, the telephone has call logs and an address book function that combines e-mail details and telephone numbers. A user-friendly design weighing 1.38kg (3lbs), it has battery back-up, an adjustable LCD screen and storage for up to 700 messages.

The telephone can be set for up to five different users, lending itself to serving small businesses, shops or families.

Current production is 3,000 E-mail Easy telephones per month. ¡§We have had tremendous response from all over the world and are negotiating with various distributors. We are looking for companies that we can work closely with and that will provide top-class after-sales service,¡¨ Mr Panjabi said.

Poweract telephones, DVD players and household appliances are marketed in the Middle East, Europe, Asia and the US. Production occurs at IS0 9002-certified factories in Guangdong and Fujian Provinces on the Chinese mainland.

For more details about Hong Kong¡¦s electronics industry, click HK Electronics.