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24th July 2008
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Home » Maximising Wireless Profit Program » 2004 » Extracting Higher Value from the Consumer Contract Segment » getmobile AG: Penetrating the German Contract Market via Direct SalesOctober 2004 (10 pages)
With most European operators now in the mature phase of market growth, operators are increasingly looking for ways to reduce their cost of customer acquisition and retention. One option is to partner with more efficient and lower cost distribution channels. This case study of getmobile provides an excellent example of how this can be done. getmobile has already emerged as a frontrunner in the direct sales of mobile phone subscriptions in Europe.
getmobile distributes for all the German mobile operators and has achieved market leadership in the development of direct sales channels (print ads, catalogues, internet, direct mail and TV) for mobile phones and service contracts.
The company provides an excellent case study of Direct Sales Best Practice and sets the benchmark in terms of what can be achieved with a lean, well-structured direct sales operation. In this case study, we explore the business model that has allowed getmobile to:
- Become one of the largest sources of service connections in the German market, after the 4 operators and service providers, debitel, mobilcom and talkline
- Achieve a higher market reach with its direct sales strategy than any other direct sales focused supplier of mobile phone connections in Europe.
- Sell over 20,000 contracts per month with only 25 staff, generating the majority of its sales via TV on home shopping channels
Mobile Market Development believes that the getmobile model can successfully be transferred to other markets. The company has ambitions to internationalise its operations and is willing to partner with like-minded operators who see the opportunity to increase market share via lower cost direct sales channels.
Price: EUR 2,500.00 / GBP 2,000.00 if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us
| 1 | Overview | 1 |
| 2 | Introduction | 2 |
| 3 | The Market | 2 |
| 3.1 | German Mobile Phone Market | 2 |
| 3.2 | German Direct Sales Market | 3 |
| 3.2.1 | Teleshopping | 3 |
| 3.2.2 | E-Commerce | 4 |
| 3.2.3 | Other channels | 4 |
| 4 | getmobile's Business Model | 5 |
| 5 | Distribution Channels | 5 |
| 5.1 | Multi-Channel White-Label Provider for Direct Sales Companies | 6 |
| 5.2 | getmobile's Own Direct Sales Brands | 6 |
| 6 | Purchasing and Financing | 7 |
| 6.1 | Purchasing | 8 |
| 6.2 | Finance | 8 |
| 6.3 | Fulfilment | 8 |
| 7 | Technology and Processes | 9 |
| 7.1 | Order intake & credit check | 9 |
| 7.2 | Delivery & returned goods | 9 |
| 7.3 | Customer service & warehousing | 9 |
| 7.4 | Payment | 10 |
| 8 | Summary | 10 |
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