Alcatel ditches OneTouch name under rebrand

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TCL subsidiary also unveiled new logo as it took wraps off three handsets at Mobile World Congress

Alcatel Onetouch has dropped the Onetouch name as part of a rebranding announced at Mobile World Congress today (February 22).

The manufacturer, owned by Chinese panel-maker TCL Communication, will now be branded as just Alcatel as it takes aim at the millennial market.

Alcatel Onetouch was originally formed in 2004 as joint venture between networks firm Alcatel Lucent and TCL, but the Chinese firm bought out its partner the following year.

Explaining the rebrand, Alcatel CMO Dan Dery said it was looking to increase appeal with millennials by “streamlining” its name and creating a new logo (pictured).

“Millennials want to have fun, but they also want those experiences to be meaningful and authentic,” said Dery. “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.”

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