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Published by: InfoTek Research Group
Published: Feb. 5, 2007 - 32 Pages
Table of Contents
Section 1 Introductiom
1.1 Study Background
1.1.1Strategy for the 2007 Wireless Retail Survey
1.1.2On-Going Lack of Information on the Retail Channel
1.2 Objectives
1.2.1InfoTek’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 Accessory Demand and Sell-Through
2.1 Accessories Introduction and Definitions
2.2 Market Penetration of Accessories
2.3 2007 Results—What Happened with Accessories?
2.3.1 The Pull - Customers Asking About Accessories
2.3.2 The Push—Associates Informing Customers about Accessories
2.3.3 The Take—Customers Buying Accessories
2.4 The Commission Paid for Selling Accessories
2.4.1 Accessories for Which Associates Earn Sales Commission (2003 vs. 2007)
2.5 Headset Sales
2.6 Key Findings and Recommendations on Accessories
2.6.1 Key Findings
2.6.2 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: 19 Accessories Included in 2007 Research
Figure 5: Market Penetration of Accessories Overall (2003 vs. 2007)
Figure 6: Market Penetration of Accessories - by Channel
Figure 7: Customers Asking about Accessories Overall
Figure 8: Customers Asking about Accessories Overall (2003 vs. 2007)
Figure 9: Customers Asking about Accessories -- by Channel
Figure 10: Percent of Customers Whom Sales Associates Inform About Accessories Overall
Figure 11: Percent of Customers Whom Sales Associates Inform About Accessories (2003 vs. 2007)
Figure 12: Percent of Customers Whom Sales Associates Inform About Accessories -- by Channel
Figure 13: Customers Buying Accessories Overall
Figure 14: Customers Buying Accessories Overall (2003 vs. 2007)
Figure 15: Customers Buying Accessories -- by Channel
Figure 16: Accessories for Which Associates Earn Sales Commission Overall
Figure 17: Accessories for Which Associates Earn Sales Commission Overall (2003 vs. 2007)
Figure 18: Accessories for Which Associates Earn Sales Commission -- by Channel
Figure 19: Headsets as a Percentage of Accessory Unit Sales by Channel (2003 vs. 2007)
AbstractInfoTek Research completed in-depth surveys with wireless sales associates in the independent agent channel using stratified random sampling to represent the indirect wireless retail channel in the United States. With this information, InfoTek offers readers a rare glimpse into the opinions of those sales associates standing behind the counter making recommendations to millions of wireless consumers each year regarding which wireless phones, accessories and services to purchase.
This report provides reviews the accessory demand and sell-through and how it has changed since 2003. Over the last three years the number of accessories offered for mobile handsets has increased dramatically. Advances in mobile technology have sparked the demand for many new accessories such as extra batteries and memory cards for the ever-increasing number of media-capable handsets such as the LG Chocolate, Motorola RAZR V3t and the upcoming iPhone.
The 2007 study includes demand information on the following accessories:
Bluetooth Wireless Headsets
Wired Headsets
Thumb QWERTY Keyboards
Foldout full-size QWERTY Keyboards
Digital camera accessories
Connectors/cables for synching
Car Chargers*
Phone Faceplates*
Extra Batteries*
Leather Cases*
Car Phone Holders*
Memory Cards*
Hands-free Car Kit*
Belt Holster*
Car Antenna*
Screen Protectors*
Stickers*
Housings*
Handstraps*
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