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Alcatel OneTouch has been a bit of a mouthful as a brand, but from today, the manufacturer is dropping the double barrel monniker and focusing on the Alcatel name as their brand going forward.

The company remains a member of TCL communication but it’s just operating under the Alcatel name. The rebrand comes off the back of a great year in Australia which saw them undertake a significant amount of brand awareness marketing in 2015 where they covered sponsorship of NRL team The South Sydney Rabbitohs and newer entry to the AFL, the Greater Western Sydney Giants.

Sam Skontos, Regional Managing Director, Australia and Pacific, Alcatel said of the rebrand

This change comes at the right time for us in Australia, where consumers can expect to see more ALCATEL devices in market than ever before with a new and exciting brand that will be seen across a wide variety of sports and lifestyle properties we proudly sponsor.

This branding exercise has obviously worked for Alcatel with the company announcing they’ve moved into third place in the Australian market in terms of volume, a fine achievement in this market.

Alcatel also launched a great range of new devices in the Australian market in the Pixi and POP line, as well as one of the best mid-range devices of the year in the Idol 3. Just like last year the focus this year is on high quality ‘fun’ devices. Dan Dery, Chief Marketing Officer at Alcatel said

Millennials want to have fun, but they also want those experiences to be simple, meaningful and authentic. Because both quality and price are important to millennials, we feel that ALCATEL — with our DNA of making innovation accessible to everyone — is uniquely in tune with their needs.

With that in mind Alcatel have announced their 2016 line-up will include new Pixi, POP and of course a new Idol series phone, they’ve also got a 2-in-1 Windows 10 device coming as well.

We’ll have lots more information on the new range of devices coming from Alcatel in the next few days when Chris checks out their booth at Mobile World Congress and gets us hands-on with the new phones.

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Jamie S

I just hope they come to market here quickly are are more readily available than the Idol 3. The 4S looks great and can’t wait for the review.


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