![]() Other smartphones in the mid-range market in SA are the Xiaomi Mi 4 (R3 799), the LG G4 Beat (R4 899) and the Huawei P8 Lite (R3 299). The Pop Star retails for R2 299 and the Go Play for R3 499. These devices are customisable and offer the mid-range market affordable, alternative devices, it says. Instead, the company recently launched the Alcatel Pop Star and Go Play in SA. He feels the top-tier smartphone market is saturated in SA and the Alcatel Idol would not be able to compete. "This is because they would get lost in a sea of screens, with nothing to differentiate it from the likes of Huawei and Samsung," says Wittmann. However, Alcatel SA has opted not to bring its new flagship device, the Idol, into the country. "The people we are trying to talk to were not even born when we started."Īlcatel says it offers an array of handsets to suit each income bracket. This is in an effort to rejuvenate and streamline the over 20-year-old brand, as well as talk to its new audience.Įrnst Wittmann, Alcatel SA MD, says the firm needed to rebrand to stay relevant. The company recently announced a logo redesign and name, saying it will now operate as Alcatel, not Alcatel OneTouch. The millennial target audience is a global strategy. The newly re-branded Alcatel is focusing on SA's young adults, university students and millennials by offering affordable, mid-range "stand-out" smartphones. Alcatel did a series of activations at university campuses testing the Go Play's water-, dust- and shock-resistance. ![]()
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