BQ has revealed its UK success strategy to Mobile after securing an exclusive deal with O2 to launch its new Aquaris X5 smartphone.
The deal marks the Spanish manufacturer’s entry into the UK mobile market, turning its focus to consumers after signing a distribution deal with Tech Data Mobile earlier this month to target resellers and retailers.
O2 will offer the new Cyanogen-powered device to its customers from next month. The new operating system is an enhanced version of Google’s Android OS, designed to extend the capabilities of a device. It was first introduced to the UK earlier this year by European manufacturer Wileyfox who, at the time, described the OS is a key brand differentiator.
Differentiation is key at Wileyfox launch
BQ currently produce smartphones, tablets, 3D printers and robotics, claiming that its customer satisfaction has seen it storm to success in its home Spanish market.
Xavier Gastaminza, executive vice president and general manager Europe, believes it can now replicate this in the UK: ‘The key to our success is customer satisfaction. Thanks to that, without conducting high level marketing campaigns, we have become the third highest selling smartphone in Spain.
He said: ‘We are looking to establish long-term partnerships with the different distribution channels. Our focus is not only to distribute through big carriers, retailers and e-retailers, but also through traditional distribution channels including independent retailers. We will also be launching the BQ online store very soon, so customers will be able to buy our products directly from us.’
‘The biggest challenge for us is make customers aware that we have a different offering to the rest of the market, but we’re confident that in time word-of-mouth will lead to a surge in brand awareness across the UK.’
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