Doro is aiming to become the dominant player in the European feature phone market over the next two years by investing in advertising and adding new partners.
The Swedish manufacturer recorded a strong 2013 with rising sales and revenues, a consequence of enforced partner relationships. Chris Millington (pictured), managing director of Doro UK and Ireland, told Mobile he believed growth would continue through 2014 and beyond.
He said: ‘I genuinely believe we are still only scratching the surface of market potential. If we get more retail partners I believe we can grow this into a very strong area and actually become the dominant player in feature phones within the next 24 months. On a European basis I think that’s possible.’
Millington said that Doro wanted to extend relationships with its existing partners and cultivate new relationships with other retailers to build on its current success. Although feature phones are its core product, the UK MD wants to increase Doro’s smartphone penetration, and bring it up to 5% of its total business.
He added: ‘We were in the top five selling handsets in every single retail partner in the total market in 2013. We’re changing mindsets with really strong business growth and I hope these shifts in the market will start to influence the mindsets of our existing partners and potential new partners we’d like to add.’
The phone maker will also invest heavily in advertising again this year, with 5% of total revenue going towards marketing. This will include a smartphone-focused television campaign.
Millington said: ‘In 2014 there will be much more activity around smartphones, and our new television campaign beginning in April is entirely focused on driving the smartphone message. ‘We’ve got several devices to push through the channel in April, with the new 508 launching soon in many retail outlets.’