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Alcatel’s OneTouch Partnership with Toronto FC is Important

June 22, 2015 - Written By Alexander Maxham

This past weekend, Alcatel OneTouch announced a new partnership that’s mostly exclusive to Canada. After announcing that their newest flagship, the Idol 3, would be available in Canada later this month on Bell, TELUS, and Videotron. The company announced a new partnership with Toronto FC, which is their football team (for those of us in the US, that is read as “soccer”). On the surface, that doesn’t seem that great. I mean we’ve seen other “smaller” OEM’s try partnering with a local sports team before. One that comes to mind is ZTE, who is the official smartphone of the New York Knicks, Golden State Warriors, and Houston Rockets.

The main reason for Alcatel OneTouch doing this partnership is branding. The company hasn’t really done anything to promote their brand before, until the Idol 3 came out just a few months ago – in the US. Stateside, the company launched the #LiveUnlocked campaign which has done extremely well. It coincides with them launching the Idol 3 exclusively unlocked, and priced at $249. Alcatel OneTouch is now taking a different approach in our neighbors’ country, Canada. Toronto FC has a huge following. And we got a chance to check that out on Saturday night as they took on New York FC at BMO Field. Attendance was over 30,000 for that game. With the highlights being brought to you by Alcatel OneTouch, as well exclusive social media promotions and much more. The company is really looking to get the word out about the Idol 3 and their upcoming products.

It may be a silly idea to most people, but it’s something different. But then again, it can’t be as bad as Samsung taking over Terminal 5 at London’s Heathrow airport, and naming it “Terminal Samsung” for a limited time. Alcatel OneTouch’s name is all over the stadium in ads and promotional material. Which means when a customer walks into a Bell, TELUS or Videotron store, they are going to recognize the Idol 3. And the company is hoping that will lead to more sales. In just a few short years they’ve gone from being the 15 OEM in North America, to the 5th largest in North America. Behind Samsung and Apple obviously, with LG and ZTE making up the rest of the top 5 in North America. That’s quite a jump, especially for a company that has yet to use a Snapdragon 800-series in a smartphone, to date.

We’ve been told by the company to expect big things this fall. And we cannot wait. We’ve loved the Idol 3, and think it’s one of the best, if not the best phone under $300 right now. We’ll be attending IFA, where Alcatel OneTouch may have some surprising announcements for us. We definitely can’t wait! By the way, Alcatel if you’re reading this, we still want the 4.7-inch version of the Idol 3 we were shown at Mobile World Congress.