In a market dominated by Samsung and Apple, smaller smartphone makers have to fight fiercely to get noticed by the public. It’s not easy when there are so many, but Alcatel OneTouch reckons it’s built itself up over the last four years to be taken seriously, and with its latest phone which it unveiled last night – the Idol Alpha – it might be right.

Alcatel OneTouch smartphones has been available in South Africa for some time, but this will be the company’s biggest push into the local market.

“We have a solid strategy to address the South African market, with a solid product line up. We are known for bringing affordable devices with all the functionality customers are looking for to market and we will continue to do this. You can count on us for that,” said Alcatel OneTouch general manager for EMEA, Yves Morel.

The smartphone, which Alcatel OneTouch designed with “pure and distinctive lines”, aims to bring a fashion element to high-end models with a number of distinct design aspects – it has no physical buttons and features clear, glass-like rounded edges at the top and bottom that light up when you get a notification or incoming call.

Available in South Africa from next Monday for R5 999, it will be stocked by Vodacom and MTN, and the company is in talks to bring it to Cell C and Telkom Mobile.

In terms of specifications, the Idol Alpha features a 4.7-inch screen, measures 138×66.6×7.5mm, runs on Android 4.2 and has a 13.1 megapixel camera on the rear. For power, the 1.2GHz Cortex A7 quad core processor and 16GB internal storage runs on a 2 000mAh battery.

“Alcatel OneTouch above all, had the aim of creating a beautiful object, making sure to use the finest materials and applying an uncompromising attention to detail,” the company said.

Southern Africa country manager Ernst Wittmann concluded by saying it is making a big push with the model in the country: “Come the 7th of July, you will see the phone on billboards, on TV, hear about it on radio and through competitions”.

Charlie started his professional life as a motoring journalist for a community newspaper in Mpumalanga, Charlie explored different journalistic angles since his entry into the fast-paced world of publishing in 2006. While fostering a passion for the arts, Charlie developed a love for technology – both which allowed him to serve as Entertainment and Technology Editor for an online publication. Charlie has since been heavily involved in consumer technology for various websites and publications. He thoroughly enjoys World War II films and cerebral documentaries; aviation; photography and indie music. Oh yes, and he also has a rather strange obsession with collecting coffee mugs from his travels.