Bullitt Group CEO Colin Batt believes his company are going against the grain in the industry: ‘Everyone else is going horizontal and chasing Samsung and Apple and we’re going really vertical. We look to market vertically and supply horizontally – we find the sub segments within the market and target them,’ he told Mobile.
The brand has specialised in using well-known brands to market smartphones – the firm makes CAT and JCB phones as well as Ted Baker sound equipment. It recently added Ministry of Sound and Kodak to its roster and is not stopping there, as Batt explained: ‘There will be one or two more announcements this year – we will be totally refreshing CAT plus there’ll be a new range for Ted Baker.
‘We soft-launched the Kodak deal at CES as well as a feature phone with CAT. The big news for us is the deal with Kodak, which gives us a new segment of a new market. Kodak is a great brand, particularly for people who grew up with the “Kodak moment”.
‘We’ll be following a similar strategy to the one we have pursued with CAT, trying to be disruptive. We take the brand and ask “what does Kodak really mean?” That’s what we look at. It’s about addressing the verticals, and we believe we are set up for that.’
Batt told Mobile that the brand had been targeted by a number of brands looking to move into the mobile space, but it was all about choosing the right partner: ‘The brands have to trust us with their brand – you’ve got to build great products and then make sure the marketing is just right. You will find us on the high street and we distribute through the likes of Brightstar.
‘Wolverine do a great job for CAT boots but once you’ve put them on in the morning you aren’t interacting with the brand any more. With a connected device you are interacting with it throughout the day, which means you are consistently delivering the brand.’