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Brightstar launches own accessory brand, M.E.

Michael Garwood
March 9, 2016

Mobile Enhancements range described by CEO as “affordable” and “high-end”

Brightstar has launched its own range of “innovative” mobile accessories for the first time – with all design managed in the UK.

The new M.E. (Mobile Enhancements) range was unveiled at Mobile World Congress last month, and consists of six categories; Hear M.E., Protect M.E., Charge M.E., Power M.E., Boost M.E. and Love M.E.

All products, which were described by CEO Jaymin Patel as “affordable” and  “high end” in terms of quality, will be bundled with numerous digital services, described as a market first.

All design work for the products, which are sourced via an unnamed global supplier, was managed in the UK.

Examples include a two month subscription to music streaming service Deezer with its Hear M.E. headphones, or free insurance with its Protect M.E. cases.

Patel, speaking exclusively to Mobile News, said the company was expecting big things.

“We are investing heavily in accessories as we believe there is a big market gap,” said Patel.

“Our new brand M.E. (Mobile Enhancements) is very exciting and very innovative and can compete with the higher end products in the market.

“One of the most compelling aspects is to pair it with digital services. That hasn’t been done before. We’re thinking more and more about our accessories business. We supply OEM products.

“We’ve been using some products which have been developed in Japan through our Japanese subsidiary, but we think there is a bigger market to develop Brightstar’s own brand and make it available worldwide. And I think that will create a substantial business for us.”

The range was demonstrated at Brightstar’s stand in Barcelona. Patel said interest in the products during Mobile World Congress from perspective buyers was high and expects them to be in strong demand when they officially go on sale during next month.

“It’s too early to talk about retailers, but we have several of our customers who have taken interest and are looking to place orders.”

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