Last year, mobile and tablet manufacturer Alcatel went through a re-branding exercise here in Australia. The company was somewhat unknown, but thanks to a strong effort, Alcatel has now climbed to attain the number 3 position in the Australian handset market.
The re-branding of Alcatel was a fairly major one, culminating in dropping the double-barreled Alcatel OneTouch branding at Mobile World Congress this year. The rebrand has been successful not only in Australia, but globally, with Alcatel now in the 5th position in the handset market.
Alcatel has successfully run their market awareness campaign, getting their name out there to a broader audience thanks to major sponsorships of Australian sporting teams such the NRL’s South Sydney Rabbitohs as well as sponsoring recent entry to the AFL, the Greater Western Sydney Giants.
Alcatel has also re-imagined their product line-up, delivering unique and in-demand devices, including the Telstra Essentials Tablet, the Quattro 4G through Boost and of course our personal favourite from last year, the Alactel IDOL 3. The Idol 3, and indeed almost all the record 21 devices that Alcatel launched and had in-market prior to Christmas 2015 were top notch, filling a market need for quality devices.
And 2016 is looking to be an even bigger year, with Alcatel announcing a refreshed POP 4 series, as well as a follow-up to the flagship Idol series, which includes two different sized and specced units which will be released in Australia later this year.
Sam Skontos, Vice President and Managing Director, ALCATEL Pacific and Singapore spoke about the changes in 2015, saying
2015 was a game-changing year for Alcatel both locally and abroad. The market’s Q4 results reflect that we are clearly but aggressively growing whilst always ensuring that we deliver technology that makes sense to mass market consumers, from design through to affordability.
Our ongoing commitment to, and focus on the pre-paid segment of the market remains as strong as ever, and we head into 2016 with an impressive portfolio of products and complementary brand activity across music, lifestyle and sport. Such activity will continue to bring the brand to life and give Australian consumers meaningful opportunities to engage with our brand.
The Alcatel team is looking ahead globally with their new product line coming on board, with plans to reach the number 4 position in the US market, and aiming for the #2 spot in Latin America. We’re looking forward to seeing what Alcatel can do in 2016, with a strong set of devices planned it’s shaping up to be a great year.