CIO East Africa (Nairobi)

28 February 2013

East Africa: Alcatel Invests Kshs 3.4 Billion Into Regional Market

Global handset manufacturer Alcatel One Touch has announced a Kshs 3.4 billion investment into regional market to strengthen its distribution network.

As part of its bigger strategy to consolidate and grow its market share, Alcatel One Touch has announced a KSh. 3.4 billion marketing strategy for the next three years in East Africa for countries such as Kenya, Uganda and Tanzania. 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 sales outlets.

The mobile manufacturer, as part of its renewed focus in Africa, also announced that it would be unveiling its latest and full range of devices into 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.

Exuding confidence on its growth strategy for Kenya and the East African region, the phone manufacturer said since its official re-entry into Africa in 2010, it has witnessed immense growth on the continent.

"We plan to continue on our momentum and growth trajectory from 2012 to grow our market share by over 15 per cent 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's strategic approach continues to focus on offering end-consumers choice with different designs tailored for different styles and needs loaded with the features they need, all at a smart price.

"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.

Matalanga added 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.

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. The country also had a growing and aspiring middle class segment looking out for easy to use, high quality phones at affordable prices.

Nicholas Visser, Alcatel One Touch Africa Marketing Manager, said key growth in the market will be driven by an expanded line-up of mobile phones with an emphasis on smart phones and tablets, and a new range of mobile phones targeting the low end of the market reinforced by the latest technology and Italian design, all at affordable prices.

"Alcatel One Touch products have distinguished themselves the world over by their cutting edge technology, smart designs and affordability across all segments," he said.

In the next five years, he said, Alcatel One Touch would continue to build on this successful growth strategy, while expanding its product line-up to include more diversity and strengthen its Android Smartphone line-up within models and designs.

He said that the company had entered into a partnership with Safaricom, Kenya's largest mobile phone company, to stock a significant part of its best One Touch range yet in 2013, thus leveraging on its wide and established network across the country.

He said Alcatel One Touch would soon be releasing into the Kenyan market the One Touch Idol Ultra, acclaimed as the world's slimmest Android Smartphone.

"Alcatel One Touch is working towards filling a gap where new technology becomes accessible for all, both from a design, functionality, and an affordability point of view," he concluded.

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