The company realized it would have trouble penetrating the market with the premium Duracell brand, and it couldn't take Duracell down market without eroding the brand's long-term viability.
Overall, we feel that the Ultra is a good step forward for Alcatel, a company that hasn't brought a phone with premium features to market in several years.
Those achievements are more evidence that Apple's Mac strategy build premium machines, sell them profitably and don't obsess over market share doesn't mean that it can't end up with impressive market share anyhow.