Innovative Distribution Strategies in Mobile Markets

SUMMARY

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.

TABLE OF CONTENTS

1 Overview

2 Current Distribution Challenges

• 2.1Key Distribution Challenges
• 2.2A Changing Distribution Structure

3 The Channel Mix

• 3.1Introduction
• 3.2High Street Retail Outlets
  • 3.2.1Increased Direct Channel Presence & Investment
  • 3.2.2More Creative Store Design and Layout
  • 3.2.3Investing in Franchised Stores
  • 3.2.4The Value of Electronics Retailers
• 3.3The MVNO Channel
• 3.4The Online Channel
  • 3.4.1Sales
  • 3.4.2Customer Self-Service
  • 3.4.3Learning From Low-Cost MVNOs
• 3.5The Mobile Handset as a Channel

4 Selling Value Added Services

• 4.1Introduction
• 4.2VAS Focused Channels
• 4.3VAS Commission Structures
• 4.4Outsourcing VAS Sales
• 4.5Customer Education

5 Customer Segmentation

• 5.1Introduction
• 5.2Profiling Through Consumer Touchpoints
• 5.3Point-of-Sale Solutions
  • 5.3.1NTS
  • 5.3.2XIAM
• 5.4Improving CRM Fundamentals
  • 5.4.1Idiro Technologies
• 5.5Customer Loyalty Programs
  • 5.5.1Prepaid Loyalty Initiatives

6 Conclusions