Alcatel OneTouch is targeting the Sim-free market in a bid to drive further growth in the UK smartphone market this year.
The Chinese manufacturer has driven up shipments of its devices to the UK from 1.3 million to 1.6 million over the past 12 months. Now it is turning to the growing Sim-free market to further increase sales. The strategy has been boosted by the launch of three new smartphones at Mobile World Congress last week – OneTouch Idol 2, OneTouch Idol 2 Mini and OneTouch Pop Fit.
Speaking to Mobile, William Paterson, UK and Ireland country director said: ‘Last year was our best year. We saw the biggest volumes we had ever shipped, our smartphones in every channel we were working with and the biggest breadth of distribution. We also saw growth in the Sim-free market and I think we are in a good position to grow our share of that market this year.’
Paterson added: ‘I would like to increase that growth this year but to do that we must increase our business in certain segments. Analysts are predicting a tough year for the industry this year, and for us to continue to grow we must advance into other segments and the Sim-free market is one that can give us extra volume.’
Alcatel OneTouch devices are largely aimed at the youth market with the typical age range between 16 and 24 years. Paterson said the company will be increasing its investment into marketing its products through youth-orientated events such as The Student Comedy Awards, and is targeting a broader demographic this year with its sponsorship of the Rugby Super League.
Paterson said: ‘This is our biggest investment in the UK to date and shows were we are headed as a brand.’