With the recent unveiling of the brand’s new look and feel at Mobile World Congress, Alcatel eyes further North American business and brand expansion; with a focus on the Gen-X and Millennial consumer segments
IRVINE, Calif. – March 29, 2016 – Alcatel – the number four mobile phone manufacturer in North America – today announced the rollout of its new branding for the North American market. Unveiled globally during last month’s Mobile World Congress in Barcelona, this new branding simplifies the company’s image from ALCATEL ONETOUCH, and now aligns the leading global mobile technology brand under the Alcatel name with a new logo and renewed market focus.
“We’ve taken a very purposeful approach to growing our business in recent years, from being an outlier brand sitting outside the top-10 in North America, to today being an aggressive challenger finishing 2015 as the number four mobile phone manufacturer,” said Steve Cistulli, President and General Manager for Alcatel, North America. “By remaining focused on the value we bring our customers, in addition to improving our product design, quality and performance, Alcatel has built a loyal fan base as our business has grown. But we’ve also recognized the need to grow a stronger brand, and that is why we’ve unveiled this new look as we transition to the next growth phase for our company here in North America.”
Introducing the new Alcatel:
This new branding from Alcatel is a deliberate approach by the fast-growing mobility brand to capture brand awareness and expand the company’s audience reach. With a more accessible and youthful look, Alcatel is particularly focused on growing within the Gen-X and Millennials consumer segments, where these users rely so heavily on their mobile devices to power their daily lives.
CAPTION: Previous Alcatel branding (Left) versus the new company branding unveiled at 2016 Mobile World Congress (Right)
“Talking about brand accessibility and how our brand can be more approachable is one thing, but having a brand that consumers can easily recognize and feel connected to is a whole other challenge,” said Jon Maron, Vice President of Marketing and Communications for Alcatel, North America. “With our new brand direction, we’re looking to the next stage of our brand story here in North America, paired with a new product line-up that combines the perfect amount of style and performance, with our heritage of delivering great consumer value.”
A gradual rollout of the new branding has already begun on the company’s online properties and with Alcatel’s Major League Soccer partners, the LA Galaxy and New York City FC. Alcatel’s new brand and products will also be showcased at The Color Run events throughout the U.S. in 2016 as the Official Smartphone and Tablet partner of The Color Run and The Color Run Night. The first products with Alcatel’s new branding will begin releasing in the second quarter of this year.
For more information and to learn more about Alcatel please visit: www.alcatelonetouch.us.
Alcatel is a brand within TCL Communication, an international multicultural company which designs, develops, and markets globally a growing range of mobile and Internet devices. TCL Communication is a public company listed on the Hong Kong Stock Exchange (2618.HK) and part of TCL Corporation one of the largest consumer electronics companies in the world.
For more information, please visit ALCATEL’s website.
Based on IDC’s reporting of total market share for 2015 North American Mobile Phones