Who says it’s all about handsets? Brightstar, which for years has been in the wireless device distribution business, sees a whole new opportunity in accessories. This week, it announced the formation of a global accessories business called, appropriately enough, Brightstar Accessories.
Brightstar has supported, sold and distributed accessories since its inception. But it formed the new unit because executives believe, as devices are getting more complicated, that accessories are critical to ensuring consumer satisfaction. Brightstar’s size, expertise in wireless and its highly experienced team will be the key to a differentiated approach in how accessories are bought and sold worldwide, according to a spokeswoman.
Leading the new company is former Jabra executive Morten Steen-Jorgensen, who serves as president and CEO. Steen-Jorgensen was president of GN Mobile/Jabra, the provider of wired and Bluetooth headsets. He also spent several years at AT&T.
The new company’s headquarters is in Miami, where it plans to focus on the procurement, marketing, sales and distribution of mobile device accessories to operator, retail and dealer customers worldwide.
Brightstar said the new accessories business will deliver better operational efficiencies, improved product portfolios and a full range of support services to help customers increase the sales of high-margin accessories to their customer bases. For retailers, that means Brightstar can help monitor sell-through, shift SKUs to solve inventory situations and provide full merchandising support to ensure sell-through, the spokeswoman said.
Brightstar Accessories will focus sales and marketing activities in Latin America, North America, Asia Pacific and Australia regions initially and in the future will expand to include Europe.
ABI Research pegs 2008 worldwide mobile phone accessory sales at more than $40 billion, a number that is expected to double by 2012.