Virgin’s first EV-DO phone marks entrance of new handset player: Personal Communications Devices CEO hails from Audiovox

SAN FRANCISCO — Personal Communications Devices L.L.C. chose the CTIA Wireless I.T. & Entertainment 2008 as its coming-out party, announcing a deal to distribute Virgin Mobile USA Inc.’s first CDMA2000 1x EV-DO capable handset, the Shuttle.
Although PCD is a new company, it has strong roots in the wireless industry. Company President Philip Christopher started selling wireless handsets in 1984. His leadership team has sold devices under both the Audiovox and UTStarcomm brands.
The newest iteration of the company is taking a slightly different tack: connecting smaller handset manufacturers with tier-one North American wireless service providers. In essence, major wireless operators have deep relationships with their top device suppliers, but may find it time-consuming to forge those relationships with their niche suppliers. PCD aims to fill that role. “We’re a partner with the carriers,” Christopher said. “They need someone to manage all their other products.”
PCD handles the marketing, sales, logistics, warranty support and gets products certified through carriers. The relationship with U.S. service providers allows the company to be a bridge between service providers and device manufacturers.
“In the whole Chinese market, there are 100 manufacturers and 200 R&D centers,” Christopher said. A carrier like Verizon Wireless may not want to check out each niche product individually, he said, adding that PCD devices are the fourth-best selling at the No. 2 carrier.
“We have 100 million phones in the market and we service them.”
PCD is expanding beyond North America, Christopher said, noting the company recently inked a deal with Caribbean operator Digicell. AIG Investments is the largest investor in privately held PCD; Credit Suisse also holds part of the company and 30% is held by PCD management.