Palm to unveil new brands today

Palm's hardware group will unveil a new brand strategy later today aimed at bolstering the company's image with both die-hard techies and mainstream consumers.

The handheld maker is set two announce two new brands - Zire and Tungsten - according to sources familiar with the plans. Zire is aimed for the mass market, while Tungsten will be Palm's brand for high-end professionals and gadget fans.

The California-based company plans to offer the new brands as part of its autumn lineup which includes an entry-level Zire model that will sell for $100 and the first Palm OS 5 device, which will carry the Tungsten brand.

The Zire is expected to debut on 7 October. The OS 5 device and another high-end model that includes wireless data and cell phone capabilities will debut on 28 October.

The hardware unit is expected to outline details of the new strategy hours before it reports quarterly earnings. The handheld maker is also expected to detail progress with a key piece of software that will allow workers access to corporate email using wireless Palm devices such as the i705.

With Zire, Palm hopes to reach a broader market than it has with previous handhelds. The company is expected to expand its distribution outlets beyond electronics and office products stores that have traditionally sold handhelds.

Ian Fried writes for News.com