Toshiba of Canada has added a cellular phone product to its electronics repertoire and to the growing Canadian cellular market.

The TCP-900 portable cellular phone is being touted as a feature-packed, easy-to-use phone for value-conscious consumers.

The portable cellular phone market accounted for roughly $10 million in sales last year, with 400,000 units sold and a predicted increase of 50,000 units this year.

It is estimated that Canadian cellular penetration will increase from the current 6% to 7% level to roughly 30% in the next several years.

The TCP-900 will make its debut in April, supported by newspaper and trade publication ads to be undertaken by Toshiba’s agency, dmb&b, Toronto.

A media budget for the brand has not been disclosed.

Craig Macklem, director of marketing, advertising and sales promotion, public relations at Toshiba of Canada, says the campaign will be aimed at professional adults aged 18-54, focusing on those who are already second- or third-time buyers of cellular phones.

Rob Malley, vice-president, account director at dmb&b, says advertising for the phone will zero in on the hands-free capabilities of the phone.

A microphone system will be given out with each unit, enabling the user to engage in various activities while using the phone.