Mobile phone brand Alcatel Onetouch, part of Hong Kong-based TCL Communication, is changing its name to just ‘Alcatel’.
The company says it is simplifying its name, simplifying its message and streamlining its devices.
This move coincides with the launch of a new product range at Mobile World Congress 2016. These phones are aimed at college students, young adults, young professionals and young parents.
Alcatel’s new range includes the premium IDOL 4 Android smartphone series and the PLUS 10 Windows-powered tablet/laptop.
Dan Dery, Chief Marketing Officer at Alcatel, said "Millennials want to have fun, but they also want those experiences to be simple, meaningful and authentic. 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."
Alcatel’s mobile phone business was originally created in 2004 as a joint venture between Alcatel-Lucent and TCL Communication, with TCL acquiring the entire business in the following year.