HomeInsightsEmblaze Mobile buys distributor

    Emblaze Mobile buys distributor


    Emblaze Mobile has invested in distributor Global Telecoms Distribution, a subsidiary of European Telecom, to ease its entry into the European market., its prime target.

    Emblaze Mobile, part of the Emblaze group of companies, was launched in 2001 but has ramped up its activities this year, appointing ex-O2 man Laurence Alexander ceo and announcing its intention to market ODM and own-brand handsets to the market globally.

    Until now its European deals for own brand handsets have gone as far as a ranging deal with Virgin Mobile for its Sting 6 phone. But the GTD deal will give it further access to the distributor’s operator customers, as well as retail and dealer channels.

    A statement from the company said, “The transaction is expected to provide the company with greater control and flexibility over its handset distribution as well as enhance its revenue and margins over time.

    “In addition, the deal will provide Emblaze Mobile with access to GTD’s customer base and European network of operator clients. As a result, the deal will accelerate Emblaze Mobile’s expansion in Europe as its prime target market.”

    An Emblaze Mobile spokesman, responding to a suggestion that Emblaze had found the market hard going and was buying an entry point to the market, strongly defended the company’s record.

    “How soon do new phone manufacturers usually get into the market? A new entrant has to think creatively and if investing in a distributor is a prudent way to proceed then you have a take a judgement call on that one,” he said.

    The company spokesman said that Alexander’s appointment had given Emblaze Mobile excellent links to operators, as had the Emblaze Group’s other companies in the mobile space.

    He also said that GTD would continue to sell rival manufacturers’ phones to clients alongside Emblaze Mobile’s own range.