Telco retail channel strategies

Publication Date	January 2008
Publisher	Ovum
Product Type	Report
Pages	8
ISBN Number	not applicable
Product Code	OVM00466

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Summary

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.

Content

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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