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Adele Mauler, sales manager for Jabra in the UK and Ireland, comments: “We are finding that our Bluetooth handsfree headsets and speaker phones continue to be the most popular mobile accessories with pro-sumers in the UK. The fact that Jabra devices allow instant communication, whilst helping to keep the driver on the right side of the law, also adds an incentive to those who spend a great deal of their working lives on the road.” |
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Who drives trends? |
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The most successful accessory sales are from those that tap into the lifestyle choices of the user, states Fisher. In the case of the business user, he says a power-hungry smartphone user will want convenient ways to charge, such as a three in one charging system to ensure they never run out of power. For commuters, he notes there are numerous Bluetooth options, such as headsets or speakerphones, and device holder solutions available to ensure that handset users can stay in touch but remain safe and legal while on the move. “As mobile technologies converge, business users are also buying Bluetooth keyboards, data cables, plus memory cards and readers,” Fisher adds. Tow agrees: “We see accessories trends impacting both business and consumers. Quite often, trends in high end products will see popularity in the business marketplace first, because businesses have the budget to adopt innovative new technologies first, combined with the will to roll them out to the workforces in order to improve productivity. “At the same time, we often see certain types of accessories becoming popular in the consumer marketplace first, so we experiment,” continues Two. “Products that began life as popular consumer offerings often evolve into the must-have business enabler.” Fisher adds: “From a music accessory point of view, consumers tend to lead the way as this is more of a leisure pursuit. For more practical accessories such as charging, Bluetooth and data storage, business will lead the way and this will filter through to everyday life. “iPhone accessories sales have been consumer-led, while BlackBerry accessories have traditionally been business-led, although we are seeing a shift in this area as demand for BlackBerry accessories rocket in retail for consumer users now too,” Fisher continues. |
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Vital ecosystem |
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Accessories are an important part of the mobile ecosystem, states Kemp. “They are essential. Could you survive without a car charger? Your headphones for listening to music? Your car cradle and car kit? However, dealers and resellers have to understand that although selling a single car charger won’t buy them a Ferrari overnight, selling a case, car charger, visor car kit and car charger as a package with every smartphone just might.” Apple moving into the mobile market has had a massive influence on the business user, comments Mike Hopkinson, group sales director at Pama & Co. “We are sure that Apple will continue to revolutionise the mobile phone sector, and with it the accessory marketplace. iPhone, iPad, notebook and BlackBerry accessories have become a lot more prominent lately. All of these products are hugely desirable and expensive and we are confident business users will continue to focus on the need to protect these devices to prolong there longevity. “There is also growth in wireless keyboards to connect to the iPhone, iPad and PDA devices, enabling the business person to type and work at speed while travelling, be that on trains or through the air,” continued Hopkinson. |
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Life of the party |
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Beat the market |
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In a tough market accessories are a perfect way for a reseller or dealer to still make incremental profit, says Kemp. “It’s important they range a portfolio of accessories and offer genuine products that enhance both a products’ capabilities and provide genuine benefits. Using accessories can also drive ARPU, so not only can dealers benefit from accessory revenue, but depending on their connection agreement they may also increase revenue share,” he states. For example, says Kemp, car chargers ensure there is no downtime in the car, complemented by Bluetooth headsets, visor kits and fitted car kits. The Car Cradle for the Motorola Milestone automatically puts the phone in sat nav and car mode when the user docks the device, he says. “In summary, to get the most out of today’s mobiles accessories are a must, and by marrying the right accessories both the customer and the reseller benefits.” On how dealers and resellers can make more money by selling accessories into businesses, Fisher says the answer is through creative bundle solutions, either lifestyle or themed by handset features. “These create a point of difference for customers, a reason to buy from you and not a competitor, without competing on price, whether retailed, or used as an acquisition tool.” Mauler agrees bundles work for her customers also: “We find our resellers tend to get the most return with bundles that involve combining handsets and accessories. I would advise resellers to look at propositions that add value, so something a little bit different, for example bundling products that are complimentary both in style and function.” |
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Disties under pressure |
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On how the mobile accessory distributor market is being affected by the global economic situation and the ongoing consolidation of distributors from both mobile and fixed line, Kemp says that surprisingly, it is having a positive impact. “Where dealers and resellers are seeing overall handset and device sales affected, they are looking to accessory sales to plug the gap in profits. Also, the attachment rates of accessories to smartphones is higher than with general handsets, so once again driving sales upwards.” While Hopkinson says: “As in most markets in the current climate, there is no doubt some smaller distributors are disappearing. In order to survive and prosper it’s vital to have a wide range of quality products. We at Pama pride ourselves on being both a house of brands, supplying a wide range of quality branded products, as well as being a branded house, manufacturing the Pama brand, and distributing our own brand of mobile phone accessories to all parts of the world. “Excellent customer service as a must combined with an ever increasing will to remove risk from our clients has been key to our success over recent years. Keeping a tight focus on what we do and being expert at it versus being a jack of all trades is also key to our success,” continued Hopkinson. “We have focused on accessories, found new markets and seen great sales growth in difficult times.” On market consolidation in the mobile distribution sector, Tow states: “In the past twelve months Avenir has certainly been affected, just like every other area of the comms and mobile markets. But accessories can help businesses in the industry emerge from the recession with higher margins and a more stable customer-base. “Certainly for Avenir, recent consolidations in the distributor marketplace have strengthened our position, both in terms of new partnerships with good dealers and exclusive partnerships with high quality, innovative new accessories manufacturers, whose products are really starting to generate a buzz.” So, get accessorising, people! Sell, sell, sell! |
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