Electric Fuel Introduces Instant Power Cellphone Battery

August 10, 2000 by Jeff Shepard

Electric Fuel Corp. (Iselin, NJ) unveiled a new stage in its marketing strategy by announcing the new Instant Power brand for its entire line of disposable cellphone batteries and chargers, and an initial $3.0 million marketing campaign to launch the brand. The Instant Power product line includes high-capacity 3300mAh batteries for popular Nokia, Ericsson and Motorola phones. In the coming months, Electric Fuel plans to roll out Instant Power batteries for Samsung phones, as well as Instant Power chargers that will allow cellphone users to keep talking and PDA users to keep working while charging their low batteries. It is the only product that allows the user to talk and charge without utilizing an electrical outlet.Instant Power replaces the company's original ZincAir brand name, which has been in use since early 1999. The Instant Power brand will appear at the Electric Fuel booth at several trade shows later this year, including PCIA Global Exchange in Chicago, Taitronics in Taiwan, SMAU in Milan, Italy, and the Fall COMDEX show in Las Vegas."The new name was chosen because it sums up what consumers want from our batteries-instant power," said Yehuda Harats, Electric Fuel's president and CEO. "Our batteries are ready to use instantly whenever you need one, without having to wait for charging time. And, we have the only batteries with enough power to allow users as much as 16 hours of talk time, or to enjoy nearly a month of standby time."