O2 launches strategy for data market assault
Mobile carrier plans to use distributor to bolster its indirect route to market
O2 has launched an aggressive strategy to increase its presence in both the voice and data channels.
The mobile carrier plans to use its recently signed distribution agreement with Westcoast to bolster its indirect route to market.
Ben Dowd, general manager of business sales at O2 UK, told CRN: “The channel is key to our success. Westcoast is a new route to market for us. We had not dealt with IT resellers before.”
Dowd also highlighted the importance of the channel in O2’s attempts to expand into the data market, such as in mobile email, salesforce automation and field force automation.
“Through our Microsoft partnership we have a relationship with 60 accredited VARs,” he said. “Westcoast has access to more than 1,000 VARs that are in discussions with corporates and SMEs about desktops. Mobile is just an extension of that.”
Dowd added that O2 will work closely with Westcoast to ensure its VARs are fully trained, but he does not expect the distributor’s VARs to clash with O2’s other routes to market.
“The SME sector will play a big role in our indirect route to market,” he said. “Small businesses like dealing with small businesses, that is why resellers have such strong relationships with SMEs.”
Andy Dow, commercial director of Westcoast, said: “We want to work with resellers that want to invest in mobility. We can now offer our VARs the full mobility solution, starting with the PDA then including voice and data tariffs, interactive software and security.”
Rachel Power, analyst at market watcher Canalys, said: “A lot of operators such as Vodafone have looked towards the data channel. The challenge will be in building successful relationships between the operator and the IT resellers.”