British rock legend Ozzy Osbourne has become the official spokesman for the Samsung Jack, AT&T Wireless' latest smartphone.

The Jack uses Windows Mobile 6.1 technology and gives users access to multiple email accounts via AT&T Xpress Mail. The new mobile device also features a calendar, GPS capabilities, Web browsing and the ability to synchronize calendars, contacts and tasks.

"Last year's campaign with Ozzy to launch the Samsung Propel messaging phone was extremely successful, increasing brand scores as well as driving sales," said Bill Ogle, chief marketing officer of Samsung Mobile, Richardson, TX.

"Based on that success as well as Ozzy being a recognizable celebrity who reaches across a number of demographics, he became the logical choice to promote the new Samsung Jack," he said.

The campaign includes a new commercial showing Mr. Osbourne at wits end with his assistants and turning to the Jack for organizational help.

This is not the first time Mr. Osbourne has represented Samsung.

Along with the Jack and the Propel, Mr. Osbourne contributed to an online video promoting the Samsung Alias 2. However, the Jack is the first smartphone he has spoken for.

"The Jack is the next device in Samsung's BlackJack series of phones, the number one selling franchise in Windows Mobile history. The stylish phone has multiple messaging options, calendar, GPS capabilities and Web browsing," Mr. Ogle said.

"Since Ozzy is known for being eccentric and has a thick British accent making it difficult to understand him at times, the Jack is the ideal device to keep him organized and in touch with friends and family," he said.

The Jack enters the market at a critical time, as consumers are searching more than ever for technologically innovative mobile devices and the rapid shift in smartphone status infiltrates the global market. All phones are becoming smart and Web-accessible.

According to Forrester Research, mobile marketing strategies will be forced to adapt to fit the growth of the smartphone as today's every-day mobile device instead of a high-end status symbol.

"The Jack is an all-in-one device that helps to simplify and increase the productivity of consumers' business and personal lives. With the ability to sync with corporate e-mail and watch videos and download content, Jack is truly a device that has the best of both worlds -- keeping users connected and entertained," Mr. Ogle said.