Nokia yesterday released a slew of cell phone models in China as part of the Finnish handset giant's latest effort to increase its market share in the world's biggest market and offset declining sales in developed countries.

The move comes as mobile handset shipments in China continue to rise on the back of the government's subsidy program for rural purchases even as the global market recorded its worst-ever quarter in the first three months of this year, making the country even more important for global cell phone makers.

Nokia introduced three new devices, including the Nokia N72 and showcased another eight latest models. Except Nokia 3710, the rest will be available in the country within the year.

The new products, which includes low-priced models and premium handsets, "will not only cater to affluent customers such as those in Beijing and Shanghai but also to people everywhere, including those in rural areas", said David Tang, vice-president, sales, Nokia China.

Ten out of the 11 models are 3G phones; a move that analysts said underscores the importance Nokia attaches to the 3G market, as China fully entered the 3G era last month.

The Finnish handset maker "will devote more resources to beef up its cooperation with the country's three telecom carriers in sales", Tang said, without elaborating.

The world's top cell phone maker is also trying to introduce its online software and content store, Ovi Store, to China as soon as possible.

"We are working on the deal," said Tang.

Mobile phone shipments increased 9 percent to 57.8 million units in China in the first quarter from the previous quarter, figures from market researcher iSuppli showed yesterday.

Nokia leads the China market, accounting for a market share of 34 percent, while South Korean electronics conglomerate Samsung has a 21 percent share, the market researcher said.

Mobile phone shipments in China are expected to rise 7.8 percent from a year earlier to 238.9 million units this year, iSuppli said.

This is in stark contrast to the global market, which is widely expected to post at least about a 10 percent fall this year, it said.

The global market declined 14 percent in value from a year ago in the first quarter, the worst ever on record.

Globally, Nokia reported a 27 percent fall in January-March sales, incurring its first-ever quarterly loss of $15.8 million before tax.

The handset maker said in April that it expected the market volumes to fall by around 10 percent in 2009.

(China Daily June 26, 2009)