Mobile devices company, Alcatel OneTouch, will be persevering in its penetration into the mobile space with its low-end cost phones, especially for pre-paid plans. Alcatel OneTouch A/NZ and Pacific regional managing director, Sam Skontos, claimed the company will be pursuing this market as it sees a gap in the space.
“Why should people that want pre-paid plans get crappy phones? And with all the other players pricing their mobile devices on the higher scale, it leaves a gap for us to fill. Our products are just as spec-filled, at a lower cost.
“We know how to make money at that end of the market. We know how lucrative it is in terms of volume. We are factory driven, meaning our products are all made under one roof, and that’s what makes us different from other players in the industry,” he said.
Skontos claimed because the company designs its mobile devices in house, it has total control of design, all the way through to production, enabling it to control quality, pricing, and how it goes to market.
“That’s a vital strategy for us in order to be able to work at that end of the market,” he added.
2015 marks the first year the company has been able to sell products through every telco carrier and retailer in A/NZ. Skontos mentioned that in doing so, the company has reached a benchmark that some other mobile device makers have yet to achieve.
“That’s important for us – we’ve built our model to work with the carriers. We do not sell direct, it’s a traditional model and it’s been a big year for us.
“It’s taken us seven years to convince Telstra, Optus and Vodafone that we’re here to stay and that we’ve got a strategy to have a position in the market. But we’re there – we’re what you call the Zara of the mobile device industry,” he said.
Alcatel OneTouch A/NZ and Pacific marketing and products regional head, Nic Ferraro, said the company will be adopting a six-pronged approach to reaching the masses. Increasing its channel marketing and training is one of them, in addition to customer segmentation, social media, public relations and events, sponsorship of local sporting teams, and above the line reach.
“We’re a lifestyle brand and we want the brand to be at the forefront in the coming months. It’s all about brand personality and we want consumers to be able to resonate with the Alcatel OneTouch brand,” he said.
The company has made available its $99 Telstra Essentials Tab, available through Telstra, its $99 4.5-inch Quatro 4G mobile phone through Boost Mobile, and will be launching its $379 5.5-inch Idol 3 smartphone via Dodo pre-paid.
Another smartphone by Alcatel OneTouch that’s yet to launch in Q1 next year is its IP-67 certified Go Play device. Skontos said the smartphone boasts waterproof and dustproof capabilities, in addition to other features.
Skontos also confirmed that for 2016, the channel and consumers can expect the company to launch a Windows-based tablet in Q1, and a Windows-based smartphone in Q2. More information about these devices will be provided in the coming months.