SOURCE: Brightstar

Brightstar

February 14, 2011 12:31 ET

Mobile World Congress News: Brightstar Manufacturer Services Spotlight

BARCELONA, SPAIN--(Marketwire - February 14, 2011) - Make no mistake about it -- 2011 will bring about a significant consumer and enterprise shift away from the desktop and laptop personal computer to mobile devices.

In fact, Deloitte predicted that in 2011, more than 50 percent of computing devices sold globally will be smartphones and enterprises will purchase more than 25 percent of all tablet computers this year.(1)

"The tablet and smartphone era is fantastic," said Marcelo Claure, CEO and founder of Brightstar, a global service provider in the wireless industry. "Unlike earlier waves of wireless sales spurts primarily fueled by design innovations, this is more about applications, graphic user interfaces and lifestyles that market segments are looking for."

How will consumers and enterprises use tablets, and where and how they will buy them? Gaining such market intelligence is fundamental to Brightstar's business, said Claure.

As the world's leading provider of solutions for manufacturers, operators, retailers, and enterprises, Brightstar relies heavily upon a deep knowledge of market behavior. Demand planning is essential to the efficient flow of products from manufacturers to customers.

"You need an intimate understanding of what customers are doing," said Claure. "If we don't have market intelligence all the way down to the point of sale, you can load the channel when a product isn't selling. That will come back and bite you."

Brightstar uses proven processes that include training sales agents and promotional activities and incentives that move product, but monitoring execution and sales is essential.

Brightstar has launched its guiding philosophy as MORE, the acronym for Manufacturers, Operators, Retail and Enterprise, to note the four key customers at the core of the company's success.

Services to manufacturers are Brightstar's backbone, said Claure. These include product assembly, testing and packaging at a plant in Argentina, customization of products, compliance with local laws and all aspects of inventory.

"Making it easier to do business with our partners is what we strive for," he said. "We get the right product in the right place at the right time."

Eventually, it all comes back to market intelligence.

As new products and technologies come into the market, some will come with connections to wireless networks as part of the package, while others won't. Some will be sold through traditional channels and others will use new channels. It is part of the convergence of technologies that has many companies scrambling to reinvent themselves.

Brightstar's position as a global company with deep local market knowledge provides an excellent vantage point from which to observe industry developments and guide its partners.

"The visibility we have into global pricing, global sell-through, is priceless," said Claure. "We help our manufacturing clients perceive and adjust to global demand in real-time."

In the tablet wars, Claure expects that market competition will send prices lower, driving mass consumption, and that at least a few competitors will hold their own against Apple, but winners will be few.

"This is a firefight," he said.

To view this in a media-rich format, go to: http://brightstarmwc.com/media/day1.html#spot

(1) http://www.deloitte.com/view/en_US/us/press/Press-Releases/14de5a44ef2ad210VgnVCM2000001b56f00aRCRD.htm

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