VERNON HILLS, Ill.-Telular Corp. outlined a new business strategy that includes focusing on two separate market segments and announced organizational changes to support the new strategy.
The market segments are the high-volume, low-cost fixed cellular desktop phone market and the high-end fixed cellular terminal market. The fixed cellular desktop phone market is prevalent outside of North America in countries with low fixed-line penetration, said the company. The fixed cellular terminal market is primarily in North America and includes applications such as residential and commercial alarm systems, machine-to-machine applications and portable dial-tone applications.
“We recognize that while the deskphone and terminal products may share the same wireless technology, they differ considerably in application, geographic markets, distribution channels, production volumes and price sensitivity,” said Mike Boyle, Telular president and chief executive officer.
Telular said it will use direct sales and local support to target the desktop phone market, while the terminal market will be addressed through indirect channels including distributors, representatives and agents. The company also said it has added an electronics manufacturer in China to achieve the high volumes necessary to target the desktop phone market.
