US supply chain management provider and wireless products distributor, Brightstar, has taken its first steps into Australia.
Through its local subsidiary, Brightstar Logistics, the company has headquartered in Melbourne and opened sales offices in Brisbane, Perth and Sydney.
The move is part of a global growth strategy that has also seen the recent opening of an Indian operation, according to CEO, Marcelo Claure.
"India has a billion people but only five per cent saturation of mobile handsets so there is massive potential there," he said. "By contrast, Australia is very mature but there is room for a value-added distributor in the wireless space."
The first job would be to woo wireless network operators, dealers and mass merchants, Claure said.
"We have a business unit that deals with the distribution of handsets," he said. "But we also have one that focuses on integration, supply chain, inventory management and logistics. We can offer partners a way to outsource those functions."
A flexible business model would help differentiate Brightstar from competitors such as Brightpoint, Roadhound and Cellnet, Claure said.
The company's emerging technologies division - which recently developed its own mobile handset aimed at young adults - would offer resellers its own brand of products, he said.
Local general manager, Dean Verberne, said recruitment of staff and indirect partners would be his primary focus.
He would not be drawn on expected growth over the next year.