This study examines factors in introducing a new smartphone brand in the Australian market. It finds that the new brand should target teenagers aged 14-17 years who are major smartphone consumers but have the highest number of hand-me downs. It should also target males aged 45-65 years who have owned their phone and would to replace it. The phone should use a simple but connecting slogan, “The better option!”, which communicates the value of the brand to the consumes. The study also found that it should use both online sales channel and brick and motor retailers to align with the purchase behaviour of the target audiences, and retailers should be given full information about the brand.