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Telco retail channel strategies

Published by: Ovum Plc

Published: Jan. 22, 2008 - 8 Pages


Table of Contents


Ovum view
Key messages
Retail channel strategies
Market overview
Increasing retail presence
High initial investment but long-term savings
Popularity of call centres as a direct channel declining
Strategies for Web channels
Web channels in need of development
Opportunity for reducing costs and promoting offers
Keep it simple
Web channels should be controlled in-house
Indirect retail channels
Third-party channels should not be ignored
Table of figures
Table 1 Examples of telecoms operators increasing their direct retail channels
Table 2 Examples of telco indirect retail strategies


Abstract

With competition in mature telecoms markets intensifying, operators are fighting for customer loyalty and market share in broadband and value added services as traditional voice revenues decline. In this competitive environment, retail channels become increasingly important. This report outlines the key developments and strategies of incumbent operators in evolving their retail channels.


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