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2007 Handset Capability Retail Demand and Sell-Through from Wireless Associates

InfoTek Research Group
March 21, 2007
45 Pages - SKU: CHGQ1468208

Abstract Table of Contents Search inside this report Related Reports

Countries covered: United States

InfoTek Research completed in-depth surveys with 250 wireless sales associates in both carrier stores and independent agents using stratified random sampling to represent the wireless retail channel in the United States.

This report reviews important changes in the handset capabilities end users are currently asking for and the ¡§push¡¨ marketing of accessories by sales associates. Some of the questions it answers includes, but is not limited to:

- What percentage of retail associates offer handsets with specific capabilities?
- What percentage of customers is coming into the store asking about handsets with specific capabilities?
- What percentage of customers is being told about specific handset capabilities?
- What percentage of customers is about handsets with specific capabilities?
- Do associates earn commissions and bonuses for selling handsets with specific capabilities? How do commissions affect associates¡¦ tendency to tell customers about handset capabilities and their ability to get customers to buy handsets?
- Overall, how easy is it for associates to get customers to buy handsets with specific capabilities?

The applications and services reviewed in this study include:

Bluetooth
Streaming Audio
Speaker Phone
Streaming Video
Polyphonic Ring tones
Wi-Fi
Basic E-Mail like Yahoo or Hotmail
QWERTY keyboard
MP3 player
Push-2-Talk
Built-in Digital Still Camera
Infrared Port
Built-in Digital Video Camera
SIM Cards
Over-the-Air downloading of Applications
GPS capability
PDA Capabilities
POP3 or Corporate E-Mail capabilities
Combining functions of other devices such as PDAs, MP3
Players and digital cameras
High-speed wireless data

Section 1 Introduction
1.1 Study Background

1.1.1 Strategy for the 2007 Wireless Retail Survey

1.1.2 On-Going Lack of Information on the Retail Channel

1.2 Objectives

1.2.1 InfoTek’s 2007 Accessory Demand and Sell-Through from Wireless Sales Associates

1.2.2 Other 2007 Wireless Retail Reports from InfoTek

1.3 Scope and Methodology

1.3.1 Scope

1.3.2 Sample Plan

1.3.3 Questionnaire Development

1.3.4 Interviews

1.3.5 Report layout

Section 2 Handset Capabilities Introduction and Definitions
2.1 Handset Capabilities Offered in Each Channel
2.2 Fourth Quarter 2002 Handset Results at the Point of Sale

2.2.1 The Pull—Customers Asking About Handset Capabilities

2.2.1.1 Customers Asking About Handset Capabilities (2003 vs. 2007)

2.2.2 The Push—Associates Telling Customers about Handset Capabilities

2.2.2.1 The Push—Associates Telling Customers about Handset Capabilities (2003 vs. 2007)

2.2.3 The Take—Customers Buying Handsets with Specific Capabilities

2.3 Importance of Capability in Making Recommendation as to Which Handset to Purchase

2.3.1 Importance of Capabilities - 1st and 2nd Tier Attributes

2.3.2 Importance of Capabilities - 3rd Tier Attributes

2.4 The Commission Paid for Selling Mobile Phones with Capabilities
2.5 Key Findings and Recommendations

2.5.1 Key Findings

2.5.2 Recommendations

Table of Figures
Figure 1: Retail Sales Associate Interview Distribution By Store Type
Figure 2: Retail Sales Associate Interview Distribution By Retail Location
Figure 3: Estimated Number of Retail Stores Reported by Each Carrier and National Agents
Figure 4: Handset Capabilities and Definitions
Figure 5: Percent of Locations Offering Handsets with Capabilities (2003 vs. 2007)
Figure 6: Distribution of Stores Offering Handsets with New Capabilities (2003 vs. 2007)
Figure 7: Customers Asking About Handset Capabilities in 2007
Figure 8: Customers Asking About Handset Capabilities (2003 vs. 2007)
Figure 9: Customers Asking About Handset Capabilities - By Channel (2003 vs. 2007)
Figure 10: Percent of Customers Associates Tell About Capabilities
Figure 11: Percent of Customers Associates Tell About Capabilities (2003 vs. 2007)
Figure 12: Percent of Customers Associates’ Tell About Capabilities by Channel
Figure 13: Percent of Customers Buying Handsets with Specific Capabilities - 2007 Overall
Figure 14: Customers Buying Handsets with Specific Capabilities - 2003 vs. 2007
Figure 15: Customers Buying Handsets with Specific Capabilities by Channel (2003 vs. 2007)
Figure 16: Handset Capability Importance in Recommendation Overall
Figure 17: Handset Capability Importance in Sales Associates Recommendation by Channel - 1st and 2nd Tier Capabilities
Figure 18: Handset Capability Importance in Sales Associates Recommendation by Channel - 3 Tier Capabilities
Figure 19: Handset Capabilities For Which Associates Earn Commission
Figure 20: Commission Earned vs. Importance in Recommendation
Figure 21: 2003 vs. 2007 Commissions Earned Comparison

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2007 Handset Capability Retail Demand and Sell-Through from Wireless Associates

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