27 February 2013

East Africa: Alcatel in Robust Regional Marketing

Nairobi — Global handset manufacturer Alcatel One Touch has set aside a Sh3.4 billion marketing budget for the next three years in Kenya, Uganda and Tanzania.

The move is part of its strategy to consolidate and grow its market share for the East African region as competition hots up in the Android smart phone market.

The money will be used to shore up the company's distribution network, upgrade and support its customer care and after-sales service, and brand company point of sale outlets.

The mobile manufacturer, as part of its renewed focus in Africa, also announced that it would unveil its latest and full range of devices in the market, from low cost mobile phones to the premium Android smart phones, tablets and data devices in line with the growing needs of the market.

The company ventured into Africa in 2010.

"We plan to continue on our momentum and growth trajectory from 2012 to grow our market share by over 15 percent in the next three years," said Isaac Matalanga, Alcatel One Touch Country Manager East Africa.

Unveiling the company's strategy to distributors in Nairobi, Matalanga said the company would use Kenya as an entry point for its renewed focus in the region, noting that the country boasted some of the highest Internet penetration rates on the continent, as well as high mobile phone use across all classes.

The global firm had entered into a partnership with Safaricom to stock a significant part of its One Touch range yet in 2013 thus leveraging on its wide and established network across the country.

"We shall continue to respond to the needs of the market, developing products and services that meet the needs of our customers, offering modern technology and choice at the most affordable prices," said Matalanga.

Kenya, he also noted, was in the midst of an ICT explosion and was a driving force in innovation and application of modern technology in Africa.

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