New smartphone brand IMO (In My Opinion) has targeted a 3% market share of the UK market within its first year.
The manufacturer is a UK business backed by Chinese investors and comes under the umbrella of parent company Verve Connect. IMO’s three handsets will target the sub-£100 sector of the market: An area which has been abandoned by a number of the big name manufacturers over the last few years.
Speaking to Mobile at the launch of its latest set of handsets Nigel Whitehead, IMO’s head of sales and propositions said that deals with a number of key UK players would help to establish the brand in the UK: ‘We believe that 3% is a realistic target for our first 12 months. We’re working with a number of established partners such as Virgin, Argos and ASDA to make our name this year. We’ll be looking to add more retail partners as we move forward and in 2017 work with the larger carriers and operators.’
Explaining the reasons for choosing to launch in the UK first IMO said that the UK was one of the most liberal in terms of regulation and open to new brands.
Taste based Virgin deal
IMO secured Virgin Media as a launch partner and the manufacturer revealed to Mobile that it would be offering new customers a tastecard with some handsets to entice customers to the product.
Annie Brooks, director of mobile at Virgin Media, said: ‘With IMO we’re bringing an exciting, fresh mobile brand into the UK and helping our customers to enjoy on-the-go connectivity, with quality smartphones at an affordable price.’