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The Future of Mobile Retailing on the High Street

The last 24 months has seen rapid change on the high street for mobile phone retailers, particularly in the UK. What had been a vigorous and vibrant independent sector is now looking diminished and under threat. In a bid to improve customer relationships and thereby increase sales, some network operators have trebled their retail presence in town centres, to the detriment of independent dealers and resellers. Mobile markets elsewhere in Europe, and in North America, are seeing their own changes in the retailing landscape, brought about by ever-increasing competition and the fight for market share.

But other retail markets have developed differently from the UK and there is increasing emphasis on the virtues of 'independence' in some of these other markets. Will the independent mobile trade remain on the high street? Or will it move to the web, where tariff checkers and comparison sites can do the job that independents once did? Can retailers remain the sellers of mobile phones and services, or will they also have to move into the provision of entertainment and the wider market for digital media?

This report examines the developments in the market and draws conclusions about how MNOs should react to those developments in order to optimise their distribution strategies.

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1
Overview
1
2
Introduction
2
3
The Retail Landscape
3
3.1
Overview
3
3.2
The Troubled Operator/ Reseller Relationship
3
3.2.1
Commission Payments
4
3.3
The Regional View of Mobile Retail
6
3.3.1
Overview
6
3.3.2
UK
7
3.3.3
USA
8
3.3.4
Mainland Europe
10
4
Indirect Channels
12
4.1
Large Independent Dealers
12
4.1.1
Carphone Warehouse
12
4.2
Consumer Electronics Outlets
15
4.2.1
Overview
15
4.2.2
The US Market
15
4.2.3
RadioShack
16
4.2.4
Carphone Warehouse/Best Buy
16
5
The Future of the Independent Sector
18
5.1
Overview
18
5.2
The Battle on the High Street
18
5.2.1
New Store Location
19
5.2.2
Increased Operator Presence on the High Street
19
5.3
The Move Away From the High Street
21
5.3.1
The Internet
21
5.3.2
Large Generalist Retailers
23
5.4
Opportunities for Success
25
5.4.1
The Art of Retail
25
5.4.2
Customer Service
26
5.4.3
Extended Customer Service
27
5.5
Does the Future Lie with the "Third Screen"?
27
5.5.1
Overview
27
5.5.2
Development of Triple and Quadruple Play Services
27
5.5.3
Store Environment
29
6
Findings & Recommendations
31
6.1
Key Conclusions
31
6.2
Recommendations to MNOs
32