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By Maggie Kennedy, head of partners for O2
There are several strong trends that we will see in mobile distribution over the next six months, states Maggie Kennedy, head of partners for O2. Here, she gives her opinion on what we can expect to see before the end of the year.
“Given the economic climate, customers are still cautious, so having a trusted advisor who can effectively look after all telco needs remains a high priority. Over the next six months the financial climate will remain challenging, meaning customers will look to continue to drive efficiencies, which can be achieved by converging their communications services so they are delivered by just one single supplier that fulfils all their needs. Our research suggests that there is plenty of scope to do this, with 53% of organisations using between three to eight suppliers.
“Streamlining has the potential to transform the shape and efficiency of internal and external communications, and should be seen as offering a fantastic opportunity for partners and resellers to consolidate and provide a single approach that transcends all channels across fixed and mobile. It will be the partners that sell multiple products as a joined up package that will be best placed to take advantage of customers’ desire for greater convergence and efficiency.
“Against this backdrop, an end to end communications package offering convenience, cost effectiveness and above all high quality service, will also play a crucial role in increasing customer loyalty and generating more referrals. At O2, we believe more and more of our partners will adopt this approach and perhaps have one lead network rather than multi-networks as they look to align and build expertise within this environment.
“Another trend that we expect to see more of over the next six months is the continued acceleration of demand from customers for smart technology, such as smartphones and tablets. For example, it is predicted by research firm, IDC, that by the end of 2011, 42 million tablets will have been sold worldwide.
“Flexible working conditions will also come to greater prominence as organisations look to save money and modernise the workplace. On a global scale, IDC predicts the number of worldwide mobile workers will exceed 1.2 billion in 2013, representing 35% of the total workforce, so communication strategies will need to be adapted to meet this change.
“In a nutshell, there are tremendous opportunities for our partners and both large and small resellers, if they react to customers’ needs for more integrated, technology driven communication packages.”