Archos will use existing partnerships to boost its presence in the UK mobile market.
The French manufacturer has an established brand across Europe and has now set its sights on the UK. Up until now Archos has operated in the market by manufacturing products for different brands.
Speaking to Mobile,Benedicte Ernoult, marketing director at Archos, explained that this white label strategy had enabled the brand to build its partners in the UK. She revealed that Archos will now leverage these relationships to launch its own branded smartphones.
Ernoult said: ‘We have been UK for a long time and we have two kinds of business, we first started as an OEM (original equipment manufacturer) and that’s a big business for us to sell to some of the UK’s big guys, now we’re really trying to enter the UK market. We are also selling tablets some at Dixons and this is part of a two-step plan.’
The European manufacturer recently signed a distribution deal with Tech Data Mobile to boost its presence in the UK market and Ernoult explained that this is part of Archos’ strategy to use different routes to market. She explained the brand sensitive nature of the UK is a chance for Archos to offer something different.
‘UK customers are really focused on Apple and Samsung so for us it’s a chance. In other EU countries you have local guys who are quite powerful and in the UK there is nobody so we really think when the UK user understands that the real price of the iPhone and Samsung is very expensive I think they will look for a device with us, offering a nice spec at a very nice price. This can be a winning equation in UK.
‘We are present in ASDA, Dixons and Dixons Travel but our retail presence isn’t that strong,’ she said. ‘We really want to develop that this year and I think we have to do both retail and online because ASDA customers are not the same as Dixons customers and Amazon is different still. We have room to be in all channels as we are in France, Germany, Spain and throughout Europe so it’s really a multi-channel strategy.’