WHO IS TCL?

Consumer electronics company, TCL, built its reputation in Australia with the Alcatel and Blackberry smartphones, and while Alcatel is the #3 smartphone brand in Australia, due to its value offering, the Company now believes that they can grow share for their mid-range premium smartphone.

TCL has been has making mobile devices for other brands for years, including some of the biggest brands out there now. According to Stefan Streit, general manager global marketing, TCL Communications, the Company is in an “excellent position to deliver a premium device that takes advantage of the Company’s unique manufacturing skills, which has seen the Company climb to be the #1 TV display brand in the USA.

In Australia, the Company has introduced the TCL Plex – a device that has all the makings of a top-end smartphone, but at half the price of many other brands.

The campaign for the device – ‘Display Greatness’ – complements TCL’s other consumer electronics product range, which can be found at major retailers in Australia.

TCL is today the second largest TV manufacturer in the world. For nearly 20 years, the Company has manufactured and distributed mobile devices around the world, mostly under the Alcatel brand, and more recently the BlackBerry and Palm brands. With the introduction of the TCL Plex, TCL Mobile enters the smartphone market under its own brand.

An observer at the TCL Plex launch at IFA in Berlin said, “TCL’s heritage and expertise as a global technology manufacturer and pioneer of home entertainment gives them a unique perspective on the world of mobile”.

“The Company has three decades of experience in display and entertainment technology to draw on, with some of the biggest TV and mobile phone brands in the world turning to TCL manufacturing skills for their own products,” they said.

Streit adds, “The focus of the ‘Display Greatness” campaign, and TCL Mobile in general, is weighted more towards display than the more usual ‘capture’ messaging adopted by competitor brands. This is because TCL believes that it is through not just capturing, but celebrating and sharing moments of personal greatness, that you unlock their true power, which is to inspire others”.

“All of this is made possible with the new TCL Plex Smartphone,” he said.