This week for “Wireless Wednesday” we’re talking about some pretty big news! Check it out–
Wilson Electronics has purchased competitor zBoost in an effort to consolidate the cell phone signal boostercategory. Terms of the transaction were not disclosed, but both brand names will stay intact while Wilson pursues a “dual-brand strategy.”
In an exclusive interview with CE Pro, Wilson CEO Robert Van Buskirk outlined the strategy behind the acquisition, which officially took place in mid-January.
“The cell signal booster market is poised for tremendous growth and we recognize that industry consolidation is coming. In this case, it’s a good thing from our perspective. We have taken one of our competitors off the market and enhanced our own competencies and capabilities,” says Van Buskirk. For instance, zBoost has strong connections in the retail market that will be beneficial to acquire.
But most importantly, Van Buskirk says the acquisition allows St. George, Utah-based Wilson to pursue a “dual-brand strategy” and bring a “better/best product family” to the market. While the specific details of the niche strategy are still being worked out, Van Buskirk says the idea would be, perhaps, that zBoost become the value residential brand while Wilson’s product lines gravitate to be the premium brand for integrators.
“There are certain large retailers that are interested in carrying the Wilson line but they will not do unless they have a second brand they can offer to customers. This acquisition is the perfect solution because we can now bring two brands to them,” says Van Buskirk. Wilson also has a strong position in the mobile market with its Sleek product line.