4/27/2011 10:37:00 AM
Daisy drops 30% of O2 Approved Partners
Daisy Distribution has ditched 30% of its O2 Approved partners in a major shake up of the programme.
The overhaul sees a similar number of new O2 Approved Partners brought on board and the introduction of tough new targets backed by enhanced benefits.
Julian Parven, Daisy Distribution’s head of marketing, said: ‘Around 30% of our O2 Approved Partners were replaced with roughly the same number of new partners.’
Parven confirmed that Daisy Distribution now has ‘20-plus’ O2 Approved Partners, but said he was reluctant to give a firm figure as the new partners ‘need to accede to the new status’.
Parven said partners had been dropped because ‘they didn’t perform to the required targets and some businesses were not geared up to absorb the additional products’.
He added that the programme’s relaunch, in partnership with O2, marked a shift in focus. He said: ‘Previously, it was geared around new connection figures. Now it includes the behaviour of the base, net positive churn rates and the addition of landline sales as a set target line.’
Targets include a minimum of 75 new connections per quarter; a churn rate below 12% per annum alongside a net positive base; and a push into landline sales with a minimum target of 10 landline sales each quarter.
Parven said the landline target will rise ‘as the landline product increases in the market’.
Daisy Distribution is determined to grow its O2 business this year, Parven said, adding: ‘Our ambition is clear; to have the most successful and contributory O2 Approved programme within the channel.’
He added: ‘Now, with our business finally consolidated and integrated, we feel that with the enhancements given to us by O2 and with our own unique additions – marketing support, funding packages and other tools – we have a full wrap to enable our partners to develop and significantly grow their O2 businesses.’
Partner overhaul part of wider review
Daisy Distribution’s partner overhaul is part of O2’s wider annual review of its Approved Partner Programme.
Under the Programme, 75 Approved Partners have agreed to commit 80% of their business to the network via their Centre of Excellence distributor. These include Avenir Telecom, Daisy Distribution, HSC and MoCo.
O2 reported a tenfold increase in Joined Up Communication connections and a doubling of sales for BlackBerry and iPhone devices in 2010.