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Date: 3 months ago   Category: Technologies

Return of Vertu


The Cyprian company Baferton announced the action devoted to this smartphone. Whether it will be possible to revive a brand and whether there is a chance that it will attract interest of buyers? Photo: Marja Airio/TASS the Brand of the luxury Vertu smartphones comes back. The current owner of brand, the Cyprian company Baferton, as expected, announces the new device on October 17. In the invitation for journalists there are no details. In it it is only said that the action is devoted to Vertu, the announcement will be international, and production "is made manually in England". Whether there will be demand for the updated Vertu? The head of HiTech Mail.ru Dmitry Ryabinin answers: Dmitry Ryabinin the head of HiTech Mail.ru "For the last ten years the market of phones strongly changed, and the luxury segment under the influence of iPhone and its variations great fell. The psychology of audience which buys luxury phones changes. Earlier this audience was not exacting, and for it the brand of its prestigiousness, popularity and appearance was the main criterion of the choice. Now everything cardinally exchanged, and the audience of luxury phones, already smartphones, becomes exacting, and software is decisive criterion, and as for ordinary smartphones, so already and for luxury. In it cardinal difference of those times when Vertu were popular, and our times. I am afraid that there is not a lot of chances because, most likely, again there will be a variation on Android. Most likely, very big investments in support and advance will be necessary. In my opinion, the Turkish company and the Turkish economy in general is not in that family way to pull this project, without long-term investments, in my opinion, little it will turn out, and one brand is not enough here". The Baferton company which is based on Cyprus belongs to the scandalous Turkish businessman Murat Hakan Uzan, the member of the clan Uzanov. In 2003 the property of this family in Turkey was seized on a charge of fraud. The owner of Vertu Murat Hakan Uzan became last year, having bought a brand from the Chinese Godin Holdings for 61 million dollars. Whether it will manage to it to revive a brand? Opinion of the leading analyst of Mobile Research Group Eldar Murtazinaeldar Murtazin the leading analyst of Mobile Research Group "Vertu at the end of life was rather strongly forgotten and passed from hand to hand. The fact that the last owner decided to restart a brand, absolutely silly decision because it already killed him de facto, having made bankrupt the company and to start now under this brand something, it is necessary to pump very big money. At the time of closing of the company it had boutiques worldwide. Today all boutiques are closed, retail own chain stores which can sell Vertu, do not exist, proceeding from it, not really clear where they will sell it. Before closing there was an idea that Vertu is not only phones, these are accessories, handles, electronics, that is to go rather widely and to offer something similar. How the new owner managed with this company, the company with history in which marketing and advance hundreds of millions е were enclosed

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