Kazam has highlighted its feature phone family as its competitive advantage over larger manufacturer rivals as it prepares to come to market with its new range within ‘4-6 weeks’.
The European smartphone maker launched as a company last May but has yet to release a handset within the UK. Chief marketing director, James Atkins (pictured), said that although Kazam had no intention of manufacturing feature phones originally, its Life range can provide differentiation from its competitors.
He said: ‘We felt feature phones out there lacked a bit of design finesse, so we produced the Life devices. We had no intention of launching feature phones when we set up, but it’s a good example of Kazam using its relative size to gain a competitive advantage against the big juggernauts that we’re going up against.
'We are small and capable of making quick decisions.’
The Life range includes the candybar B2 and B4 devices and the clamshell C4 and C5. That particular family is part of a larger suite of products announced in February that Kazam hopes to bring to market within the next few weeks. The Tornado2 devices are Kazam’s flagship smartphones with octocore processors, while the manufacturer’s mid-range smartphone families, the Trooper2 and Thunder2, cover a vast spectrum of abilities and customer needs.
The phones also come at multiple price points. Atkins said the Tornado2 devices would be priced at around the £300 mark, while its Trooper2 range would start at £130-£140, going up to £170-£190 for LTE models. He added that pricing would be clearer once the phones were stocked with operators and retailers. The phone will hit the UK market once operator approval is complete.
He said: ‘We try to be aggressive on pricing and we can do that by not spending huge amounts on set-piece marketing. Any savings we make will be invested in support and lowering the price of the handset.’
Atkins added that customer care was a key part of its proposition because of innovations in its processes. Purchasers of any Kazam handset will be eligible for a free screen repairing service if they smash their phone interface in the ? rst 12 months, while agents can remote access devices to mend internal problems on the spot, solving ‘80% of issues there and then’.
Kazam won’t be investing in a large marketing campaign, instead opting for a more humble PR and social media approach. Atkins suggested the company was also relying on operator and retail partners to spread the word and sell the smartphones on the strength of Kazam’s whole ‘Kazam Rescue’ proposition. Although the firm hasn’t invested in UK training yet, he said liaising with retail staff would be ‘important for understanding the customer journey’.
The manufacturer can take heart from its operations abroad, especially in Poland where it can report ‘double-digit market share’ with the partners it deals with. Atkins, though, would not reveal a figure for UK aspirations.
He added: ‘We set up a company because we wanted to do well. We’re not focusing on being a number seven or eight; we want to be a big company. I’m not going to give any numbers away but we’re here to stand up and be counted.’