Headquartered in Hong Kong, TCL & Alcatel Mobile Phones has an initial net asset value of approximately Euro 100 million, with TCL Communication holding a 55% equity stake and Alcatel owning the remaining 45%.

TCL & Alcatel Mobile Phones sees both companies combine their respective strengths in the competitive mobile handset market with the objective of becoming industry’s global mobile handset leader.

Currently, the company in India operates with a multi distribution network spread across the country catering to over 3000 retail outlets, with plans of increasing this to reach almost 60% of the retail market in the country.

With a marketing plan to spread nationwide, TCL & Alcatel Mobile Phones has initially launched 4 new handsets in the Indian Market under the brand name of Alcatel. Another 5 attractive models to fit every category are expected to hit the market in the first quarter of 2005, which will be followed by the launch of almost 15 new handsets catering to the entire features & segments known to the industry today.

TCL & Alcatel Mobile Phones’ four pronged India strategy focuses primarily on building the strong brand equity for Alcatel across the country. The company has earmarked a marketing & advertising budget of US$ 2Million for the year 2005. Develop the strong relationship with distribution network by understanding their local area needs & develop the products accordingly.  To supplement this, the company will also increase its customisation abilities with user friendly ring tones, video options & languages. TCL & Alcatel Mobile Phones already has Hindi language facility in its phones & is in the process of developing more to suit the vast Indian culture & geography.  

Last but not the least, the company will also increase its product portfolio to ensure 2 handsets per segment with competitive pricing & a brand appeal that goes well with the Indian mindsets.

To achieve this objective, TCL & Alcatel Mobile Phones is also introducing a concept ‘Navrangi’ that really appeals to the Indian minds who have fancy for all the colourful things in life. The company will carry this ‘Navrangi’  concept in all the vehicles of brand communication be it related to trade or end consumer.  The Navrangi will have the ability to showcase the entire range of Alcatel handsets in a comfortable manner understood by all the target audiences.
 
Some of the key elements of the future  global success of TCL & Alcatel Mobile Phones are:

• Increase production Capacity: In a hugely developing industry, the combined capacity of production will reach 20 million mobile handsets by 2005, with a target of 50 million units annually in the longer term.
• Expand market coverage using the strengths of each company to enter and capture new markets.
• Leverage the brand equity of Alcatel: TCL & Alcatel Mobile Phones has an exclusive license to use the Alcatel brand name for mobile handset sales and distribution
• Benefit from R&D expertise: Both entities will bring to the table a dedicated team to invest time and efforts on R&D for the brand.

One Touch™ 153: Premium Entry Level, Black & White Screen, Handsfree, Polyphonic melodies, Lithium
                             Battery, Games and an animated Screensaver. MOP Rs. 3000

One Touch™ 332: 4k Colour screen, Lithium Battery, Games, WAP, multi SMS sending. MOP Rs. 4000

One Touch™ 557: 65k Colour screen, Lithium Battery, VGA Camera, Java games, MMS, Ability to take
                             15 pictures and connect them in sequence to send as an MMS rather than video.
                              MOP Rs. 7500

One Touch™ 756: 262k TFT screen, Lithium Battery, Java Games, VGA cameras with ability to shoot a 60
                             second video with sound, MP3 ringtones, Tri Band, GPRS , MMS, WAP. MOP Rs. 13000