Chinese smartphone vendor TCL dropped OneTouch from its device branding, shifting to a simplified Alcatel badge, as it unveiled a revamp to its smartphone line-up with two new and more powerful devices.
The new smartphones, labelled Idol 4 and Idol 4S, represent a more premium offering from the company. New features include a dedicated ‘Boom Key’, which can offer different functionality dependent on the app running on the handset.
Commenting on this feature, Alcatel’s CMO, Dan Dery, claims that the Boom Key enhances photos, gaming and audio. “It’s something we’re really excited about, and something I’m eager to show my friends is that we’ve augmented IDOL 4’s multimedia experience. The Idol4 series marks another milestone in the company’s innovation.”
Industry analyst firm IHS Technology says that Alcatel’s decision to shift to a stronger brand, alongside more premium models, is a bold but necessary move needed to lift its brand above the multitude of value and mid-tier smartphone makers.
“Importantly, unlike Huawei or Xiaomi, Alcatel does not have to re-purpose a Chinese brand for a global market, because it has a successful existing international brand which it acquired,” commented Wayne Lam, principal analyst.
Alcatel also announced its new Plus 10 device, powered by Windows 10. It is described as “one of the few connected 10-inch 2-in-1s on the market”.