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Published by: InfoTek Research Group
Published: Mar. 21, 2007 - 39 Pages
Table of Contents
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
1.3 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 Applications and Services
2.1 Introduction and Definitions
2.2 Market Penetration of Value-Added Applications Services Offered
2.2.1 Overall Market Penetration of Handset Capabilities
2.2.2 Market Penetration by Channel
2.3 2007 Results—What Happened with Value-Added Applications / Services?
2.3.1 The Pull—Customers Asking about Value-Added Applications/Services
2.3.2 The Push—Associates Informing Customers About Value-Added Applications / Services
2.3.3 The Take—Customers Signing Up for Value-Added Applications and Services
2.4 Which Value Added Services Do Store Associates Use?
2.4.1 How Much of an Impact Does Personal Use of Value-Added Services have on Sales?
2.5 The Commission Effect
2.6 Key Findings and Recommendations
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: Value-Added Applications / Services Definitions
Figure 5: Overall Market Penetration
Figure 6: Overall Market Penetration
Figure 7: Percent of Customers Asking About Value-Added Applications / Services
Figure 8: Percent of Customers Asking About Value-Added Services (2003 vs. 2007)
Figure 9: Percent of Customers Asking About Value-Added Services - by Channel
Figure 10: Percent of Customers Whom Associates Informed About Value-Added Applications / Services
Figure 11: Percent of Customers Whom Associates Informed About Value-Added
Applications / Services (2003 vs. 2007)
Figure 12: Percent of Customers Whom Associates Informed About Value-Added
Applications / Services — by Channel
Figure 13: Percent of Customers Signing Up for Value-Added Applications / Services
Figure 14: Percent of Customers Signing Up for Value-Added Applications / Services (2003 vs. 2007)
Figure 15: Percent of Customers Signing Up for Value-Added Applications / Services — by Channel
Figure 16: Which Value Added Applications / Services Do Store Associates Use?
Figure 17: Which Value Added Applications / Services Do Store Associates Use?
Figure 18: The Perceived Impact of Associates’ Personal Use of Services on Sales (2003 vs. 2007)
Figure 19: The Perceived Impact of Associates’ Personal Use of Services on Sales (2003 vs. 2007)
Figure 20: Value-Added Services for Which Sales Associates Earn Commission (2003 vs. 2007)
AbstractInfoTek 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 trends in terms of what specific value-added services and applications end users are currently asking about and the “push” marketing by sales associates. Some of the questions it answers includes, but is not limited to:
- What percentage of retail associates offer specific value-added services and applications?
- What percentage of customers is coming into the store asking about specific value-added services and applications?
- What percentage of customers is being told about specific value-added services and applications?
- What percentage of customers is signing up for specific value-added services and applications?
- Do associates earn commissions and bonuses for selling specific services and applications?
- How do commissions affect associates’ tendency to tell customers about services and applications.
- How do commissions affect the number of customers signing up for services and applications?
- What percentage of stores associates personally use specific value-added services and applications?
- How does the associates’ use of specific value-added services and applications affect their ability to sell them?
The applications and services reviewed in this study include:
Voice activated dialing
Wireless Internet access
Wireless Instant messaging
Wireless E-mail
Multi-media messaging
Wireless over-the-air ring tones
Short messaging or SMS
Wireless over-the-air games
Wireless over-the-air music
Wireless modem access using phone (tethered phone)
Wireless digital imaging
Location-based services
Voice portal services
Wireless Wallet services
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