Maxcom UK targets seniors as it aims for a 30pc share of market

The Polish manufacturer has launched “less generic” feature phones ranging in Argos, Amazon and Laptops Direct

Industry veteran and Maxcom UK and Ireland country manager Chris Millington has set his sights on challenging market leader Doro in the seniors phone space.

The former Doro UK MD is looking to take 30 per cent of the seniors market in the next 12 to 18 months.

Doro shipped 750,000 handsets in its 2015 financial year and claims market leadership in the UK.

He is aiming to range the “less generic” Maxcom phones in an operator and most major retailers by the end of the year.

Polish technology manufacturer Maxcom unveiled six basic phones to charge the UK market – the Maxcom MM428, MM831, MM824, MM330 (right), MM238 and MM143. Pricing ranges from £23 to £70.

Some of the six phones are sold through household retailers Amazon, Argos and Laptops Direct. The vendor will release an unconfirmed smartphone in September/October.

Maxcom began operations in 2002 and started manufacturing mobile devices in the past nine years. It was floated on the Warsaw stock exchange in 2017 and shipped 1.5 million handsets, claiming to be the largest mobile phone manufacturer in Poland.

Millington left Doro in June last year to join Maxcom, having spent 13 years at the Swedish manufacturer. He served in a variety of roles, starting as sales director in 2004. Millington told Mobile News: “I want Maxcom to become a major player in the UK. I think it’s reasonable to grow it to 30 per cent market share of the seniors space within 12-18 months, which will make us a strong second. There’s no-one else competing against Doro which makes our target very achievable.”

“Maxcom is differentiating by producing devices that don’t look like they’re for an older demographic. Many senior devices in the market look generic, but what Maxcom offers is something that’s classy but offers all that is needed by seniors.”