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Innovative Distribution Strategies in Mobile Markets

This report details how UK operators are changing their retail strategies to focus on providing improved service to their customers in order to encourage higher spending and increased loyalty. Distribution challenges evident in both voice and data markets and across contract and pre-pay markets are considered. Best practices from other markets in Europe and the USA are also identified.

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Table of Contents

1
Overview
1
2
Current Distribution Challenges
2
2.1
Key Distribution Challenges
2
2.2
A Changing Distribution Structure
3
3
The Channel Mix
5
3.1
Introduction
5
3.2
High Street Retail Outlets
5
3.2.1
Increased Direct Channel Presence & Investment
6
3.2.2
More Creative Store Design and Layout
8
3.2.3
Investing in Franchised Stores
9
3.2.4
The Value of Electronics Retailers
10
3.3
The MVNO Channel
11
3.4
The Online Channel
16
3.4.1
Sales
16
3.4.2
Customer Self-Service
16
3.4.3
Learning From Low-Cost MVNOs
20
3.5
The Mobile Handset as a Channel
20
4
Selling Value Added Services
23
4.1
Introduction
23
4.2
VAS Focused Channels
23
4.3
VAS Commission Structures
24
4.4
Outsourcing VAS Sales
24
4.5
Customer Education
24
5
Customer Segmentation
26
5.1
Introduction
26
5.2
Profiling Through Consumer Touchpoints
26
5.3
Point-of-Sale Solutions
27
5.3.1
NTS
27
5.3.2
XIAM
27
5.4
Improving CRM Fundamentals
28
5.4.1
Idiro Technologies
29
5.5
Customer Loyalty Programs
30
5.5.1
Prepaid Loyalty Initiatives
30
6
Conclusions
32