ALCATEL ONETOUCH Becomes ALCATEL
ALCATEL ONETOUCH, a member of TCL Communication, announces that it will now be operating under the name ALCATEL.
With its business in key segments and markets increasing, ALCATEL felt it was the right time to update its logo. In tune with its increasing success with millennials and Gen Z, ALCATEL is streamlining its name, simplifying its message and refining its devices.
ALCATEL introduced its first mobile phones under the Alcatel name in 1993. ONETOUCH was first introduced as a product name with the release of ONETOUCH Easy in 1997. The two names were combined in 2011 to create a unified brand name. Now ALCATEL steps back to its original “alcatel” brand name, but with a clean, modern style.
The new logo for the brand has been designed to better resonate with the millennial consumers, in a simple, personal, authentic and fun style which talks to them. The speech bubble element in the central “a” character represents the firm belief of the company in listening to their customers and democratising innovations that make sense to them.
Consumer focused devices and consumer focused marketing
With the unveiling of its new logo, ALCATEL underlines its engagement with millennials, who are uncompromising in what they expect from brands in their everyday lives. ALCATEL seeks to offer the features and technology its customers need, whilst surprising the users with great experiences.
Aimed at teenagers, college students and young adults, including young professionals and young parents, the brand’s new lineup, currently being launched at Mobile World Congress, offers an array of choices particularly suited to these audiences, including the innovative virtual reality experience, DJ mix software, and amped-up audio systems.
• IDOL 4 series: The ALCATEL flagship that augments the user experience with a Boom Key to enhance taking photos, listening to music, gaming and provides an exciting first step into virtual reality.
• POP 4 series: Designed for the most POPular guys and gals, the new POP series offers a slim body, a full lamination display for better color rendering, a quality camera (and a front flash) for group and night selfies, 4G connection for fast browsing and a powerful battery for longer music playback.
• PIXI 4 series: The new PIXI series is the key to a brighter world. Aimed at first-time smartphone users, it is compatible with all carrier networks and offers a comprehensive and reliable user experience.
• PLUS 10: The brand’s first connected 2-in-1 Windows device offers unbeatable productivity on the move.
Fun, But Thoughtful
“Millennials want to have fun, but they also want those experiences to be meaningful and authentic,” said Dan Dery, Chief Marketing Officer at ALCATEL. “Because both quality and price are important to millennials, we feel that ALCATEL — with our DNA of making innovation accessible to everyone — is uniquely in tune with their needs.”