One Vision, Many Brands: Valimahomed’s Multi-Brand Strategy in Mobile Tech

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Rather than relying on a single brand to conquer all markets, Nooreddin Valimahomed pursued a bold multi-brand strategy in the smartphone industry. As Chairman and founder of the Meridian Group, he oversaw a portfolio of mobile phone brands: Fly, Kazam, and Wileyfox. Each brand was crafted to serve different regions and consumer segments.

This approach allowed Valimahomed to diversify market risk and shape brand identities that appealed to specific niches. At the same time, his companies shared backend resources to reduce costs and streamline execution. By managing multiple brands under a unified vision, he covered more ground than a single-brand strategy likely would have. Meridian Group became an eclectic but coordinated player in mobile tech.

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Different Brands for Different Markets

 

Each of Valimahomed’s brands was designed for a specific audience and region.

Fly, launched in 2003, became the workhorse for emerging markets. It built a strong presence in Russia, the CIS, South Asia, and Eastern Europe by offering affordable smartphones and tailoring features to local needs. Fly was known for value and reliability. Under Valimahomed’s leadership, it gained a reputation as a practical and dependable choice for budget-conscious consumers.

 

Kazam, introduced in 2013, targeted Western Europe. Founded by two former HTC UK executives, it positioned itself as a sleek and disruptive brand. Kazam entered the market with slim smartphones and attention-grabbing features like free screen replacements. These were designed to attract customers looking for an alternative to mainstream mobile giants.

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While Fly had strong momentum in Russia, it lacked visibility in the UK and EU. Kazam filled that gap without compromising Fly’s identity elsewhere. Valimahomed provided financial and strategic support, while Kazam’s leadership shaped a narrative that resonated with European consumers and media as a homegrown, industry-savvy startup.

 

This dual-brand approach allowed Meridian to be a domestic market leader in Russia and a fresh challenger in Europe. Each brand operated with its own identity and messaging.

Wileyfox, launched in 2015, combined insights from both Fly and Kazam. Based in London, it targeted tech-savvy, privacy-conscious consumers in Europe, the Middle East, and Africa. Like Kazam, Wileyfox emphasized design and branding. Like Fly, it focused on affordability and direct distribution. Its biggest differentiator was Cyanogen OS, which offered customization and privacy features that set it apart from typical Android phones.

 

By the time Wileyfox launched, Kazam had faded from the scene. Wileyfox became Meridian’s flagship in Europe, reflecting the market’s shift toward online sales and data-conscious design.

 

Although each brand had a distinct identity, all three shared backend support. They benefited from Meridian’s relationships with Asian manufacturers, shared R&D, and bulk component sourcing. While they appeared independent on the surface, their operations were integrated to maximize efficiency.

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Empowering Specialized Teams and Brand Identities

 

A key part of Valimahomed’s strategy was to empower experienced teams to lead each brand.

At Kazam, Michael Coombes and James Atkins brought expertise in European carrier and retail channels. At Wileyfox, leadership included former Motorola and Microsoft executives who helped define a rebellious, community-driven voice. Valimahomed provided the vision and resources but trusted each team to develop its own brand culture.

Marketing was tailored to each region. Fly focused on battery life, dual SIM functionality, and low prices. Campaigns were localized, using native languages and sometimes regional celebrities in countries like Russia and India.

Kazam positioned itself as a European challenger brand with clean design, smart warranty programs, and stylish hardware. It aimed to disrupt expectations without depending on aggressive specs.

Wileyfox leaned into independence and transparency. With its fox logo, edgy tone, and emphasis on data privacy, it spoke to younger users disillusioned by Big Tech.

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Despite their differences, all three brands were united by a core principle: give consumers more for less, without sacrificing quality or usability.

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Strategic Pivots and Brand Evolution

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Valimahomed’s ability to pivot was crucial. When he saw that the European market was shifting toward online-first retail and software-focused user experiences, he reallocated resources from Kazam to Wileyfox.

Rather than competing with itself, Meridian consolidated efforts into the brand that was better suited to evolving consumer preferences. Kazam was gradually phased out, and Wileyfox took the lead as the company’s presence in the West.

 

Fly also adapted over time. It began with feature phones, then transitioned into Android smartphones. At one point, it absorbed Explay, a competing Russian brand, to expand its reach and product diversity.

Valimahomed remained flexible. If a brand lost momentum or relevance, he was willing to retire it. If new technologies or market conditions demanded change, he acted quickly and decisively.

 

The Power of Being Local Everywhere

 

By operating multiple brands with distinct personalities, Valimahomed made Meridian Group feel local in every market it served.

• Fly offered reliable and affordable devices in Russia, India, and surrounding regions.
   

• Kazam presented a sleek, design-forward option to European consumers during its peak years.
   

• Wileyfox carved out a unique space in Europe’s Android market by emphasizing privacy and independence.
   

Each brand felt tailor-made for its audience. Together, they expanded Meridian’s footprint without overextending a single identity.

 

This approach mirrored strategies used in industries like fashion and automotive, where separate brands cater to different market tiers and tastes. In the smartphone space, however, it was rare. Valimahomed’s decision to build and manage several brands under one umbrella was unconventional — and effective.

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His strategy allowed Meridian Group to reach farther, adapt faster, and operate leaner. It demonstrated that with the right leadership, many distinct voices can still speak a common language of value, vision, and growth.