Cellular Giant Turns To 007 To Boost Sales

More than half of American households have yet to make contact with the growing world of wireless communications, but telecommunications giant Ericsson is hoping to help change that by featuring its products in an upcoming James Bond movie.

At the Personal Communications Showcase in Dallas this week, Ericsson announced that its products will be the favorite communicator for British secret agent 007 in the upcoming film “Tomorrow Never Dies,” starring Pierce Brosnan.

Ericsson hopes the marketing tactic will build brand recognition and help get a wireless phone, paging device or other mobile communications unit in the hands of every consumer.