Grow without denying your origins or your principles. This is perhaps what characterizes Crosscall at the moment. Less known on our lands, the French brand is slowly starting to be “an old-timer” on the other side of the border. With nearly 13 years of experience, the company based in Provence no longer seeks to impose itself but to expand by offering its solidified smartphones to as many professionals as possible. Already on the right track, the contract won to equip the French national police and the gendarmerie gave a boost to the company. Allowing him, at the same time, to gain confidence and visibility.
Still active in two main niches – we find more sporty smartphones with the Action range and professional smartphones with the Core range – Crosscall seems to be in control of its business. A business that relies more on B2C (encompassing both companies and governments) since it represents 70% of turnover. Strength or weakness? Hard to say.
Smartphones of their own
Because yes, in its design, a Crosscall smartphone targets this kind of market with the Core range. A good thing because they are really specialized, a bad thing because they have more difficulty reaching other audiences. The core target remains the professionals. “It’s important for us to have a phone with a silhouette. We want people to recognize that it is a Crosscall, to differentiate themselves from other brands,” confides the unit responsible for developing the design of smartphones.
The Core range is really built to correspond to uses in the field (four configurable keys, usable with gloves, resistant to water or high heat, a solidified shell, etc.). The latest, the Core Z5, demonstrates this. Some “professional” features were locked because they corresponded to market feedback. “In other words, we know it works.” Whether for contractors or emergency services who need an optimized solution for critical communications. For the rest, Crosscall has simply improved performance (better autonomy announced, a guarantee of 800 charge cycles, 5G compatibility) and increased the size of the screen without making the device wider… “Growing without denying its origins”, ultimately.
This also applies to the company. A few weeks ago, the brand inaugurated a new building (just opposite its headquarters in Aix-en-Provence) in which it installed its test center: the X-Lab. “This laboratory allows us to test and develop our products… This allows us to check our pillars (waterproof, resistant, autonomy, durability, etc.) and the performance of our smartphones”, explains the X-Lab team.
Thanks to all kinds of machines, the laboratory makes sure of the promises of resistance: the “button presses” test makes it possible to simulate the complete lifespan (namely a guarantee of the brand of 350 presses per day for 5 years).
In a few months, the shift undertaken by the French brand is felt. We discover a builder filled with certainties, galvanized by the contracts won. A great success for a company that does not deny its vision of the smartphone. Still, the evolution of the market also forces it to take risks (the Core Z-5 is offered at 799 euros, which makes it the most expensive smartphone ever marketed by the brand) and to have to quickly improve a photo part too underutilized.
Whether it’s the size or the price of its latest smartphone, the team of collaborators, the premises or the sales, Crosscall has grown. The principle remains the same as we have seen (and tested): solid and reliable devices in many situations.