IRVINE, CA – Alcatel is rolling out of its new branding in North America as it seeks to tap in to the Gen-X and Millennial markets.
Unveiled globally during last month's Mobile World Congress in Barcelona, the company said Tuesday that its new branding simplifies the company's image from Alcatel Onetouch to Alcatel, a deliberate approach to capture brand awareness and expand the company's audience reach. The more accessible and youthful look will assist the brand in growing within the Gen-X and Millennial consumer segments, where these users rely so heavily on their mobile devices to power their daily lives.
"We've taken a very purposeful approach to growing our business in recent years, from being an outlier brand sitting outside the top-10 in North America, to today being an aggressive challenger finishing 2015 as the number four mobile phone manufacturer," said North America president and GM Steve Cistulli, in the news release. "By remaining focused on the value we bring our customers, in addition to improving our product design, quality and performance, Alcatel has built a loyal fan base as our business has grown. But we've also recognized the need to grow a stronger brand, and that is why we've unveiled this new look as we transition to the next growth phase for our company here in North America."
The first products with Alcatel's new branding are scheduled to begin releasing in the second quarter of this year.
Previous Alcatel branding (pictured left) versus the new company branding unveiled at 2016 Mobile World Congress (right).
