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The company that claimed that it would be the first to have the Google android phone in Australia has now taken a pot shot at some of the big boys in the CE industry.

Kogan Technologies’ founder Ruslan Kogan says that the big players in the market are not flexible enough to make it through the hard times.

He cited the recent announcement by NEC, who have quit the CE market along with Fujitsu, Philips and Hitachi, as an example of how some of the major players can’t hack such a competitive market.

“It’s proof that when times get tough, the big players are not fast or flexible enough to cope with changes in the Australian market,” Kogan said. This was said at a time when Kogan Technologies has announced that it will not increase the price of its consumer gear, unlike Panasonic and Sony who are due to increase pricing in February.

He also took a coy dig at the main players’ costings and their supply lines. “I know where these companies get their components and have their manufacturing facilities – and for the most part it’s in exactly the same place that I get Kogan’s products,” he said. “The prices at point of manufacture are not increasing in percentage terms in line with what the big companies are claiming. This points to the massive inefficiencies in the supply chain between manufacturers and consumers.”

The aggressive pricing strategy aims to build on Kogan’s business model in Australia and New Zealand, which is claimed to have achieved 20 per cent month-on-month growth for the last three years.

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