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21st November 2008
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Home » Maximising Wireless Profit Program » 2003 » Extracting Higher Value from the Consumer Contract Segment » Retail Channels: Selling Mobile Data Applications EffectivelySeptember 2003 (20 pages)
Operators are hoping that new, non-voice consumer services such as picture messaging, ringtones, screensavers, games, wallpaper, videoclips, etc. will generate new, solid revenue streams. Many operators have launched elaborate, expensive marketing campaigns to promote these services to existing and potential customers. Building awareness of a service's brand is just the first step: a significant factor in converting awareness into revenue is the retail channel. Visitors are more likely to become customers if the sales agent they speak with is able to answer their questions knowledgeably and with enthusiasm.
In this study, we present the findings of a "mystery shopping" exercise conducted across 30 different mobile phone retailers in the UK and Germany during July/August 2003. The exercises involved interviews with sales agents where a Mobile Market Development associate played the role of a potential customer interested in new data services and applications. The methodology used is explained in section 9.4. Mobile Market Development fully expected that sales agents would be well versed in recommending and selling core services (voice tariff plans, SMS bundles, etc.). The focus of this initiative was to gauge their selling skills and their knowledge and awareness of advanced data services.
Price: EUR 1,250.00 / GBP 1,000.00 if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us 1 Retail Channels: Selling Mobile Data Applications Effectively 6
1.1 Purpose of this Evaluation 6
1.2 Channels in the UK & Germany 6
1.3 Findings 7
1.3.1 UK Channels 7
1.3.2 UK Analysis 9
1.3.3 German Channels 12
1.3.4 Germany Analysis 14
1.4 Methodology 16
1.4.1 Retailers 16
1.4.2 Premise 17
1.4.3 Connecting - The process of welcoming a customer 18
1.4.4 Exploring 19
1.4.5 Recommending 19
1.4.6 Closing ('Delivering') 19
1.4.7 In-store Point-of-sale (POS) Material 20
1.4.8 Independent Retailer Evaluations 20 |
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