Fonehouse widens its b2b partner push

Fonehouse widens its b2b partner push

Mobile retailer Fonehouse is on track to take on up to 20 dealers under its b2b branded partnership programme by the end of the year.

The company has also expanded the programme from an initial goal of 30 branded b2b partners to plans for 48 branded partners across the UK by May 2014.

The Fonehouse Business Partnership Programme aims to sell business and unified comms deals through a network of mobile, fixed line and IT resellers based in every county. Partners will provide b2b deals on Orange, T-Mobile and EE4G, and unified comms services via Vodafone MVNA and communications provider Gamma.

The company has already signed up four dealers to the Fonehouse Business Partnership programme and estimates it will have between 15 and 20 dealers by Christmas. 

Speaking to Mobile, group sales director Russ Wheeler, who is a key architect of the programme, said the company is looking for IT and fixed line resellers as well as mobile dealers to join the programme. He said: ‘This is a great opportunity. My background as a dealer means the programme is built with dealers in mind. I understand what dealers need.’

Wheeler joined Fonehouse in September last year, bringing on board his Deal Builder software. He said: ‘We are offering the trade brand of Fonehouse along with back end support and greater commercials than what dealers are getting now, along with account management, the support of our BDMs and the Deal Builder platform.’

When asked why dealers should sign up, Wheeler said Fonehouse has the edge on other partner programmes. He said: ‘We trade under a strong brand, greater commercials because of the volumes we do, greater marketing support by supplying exclusive leads every month via our call centre, which, via Deal Builder, our partners will be able to see in real time.’

He warned that the selection process was not based on a ‘first come, first served basis.’

He said: ‘We are looking for people with experience who already have existing bases – we will look at resellers with fixed line and IT experience as well as mobile.’

He added that some of its retail franchise partners are interested in the programme, but said that would be a limited number since the programme is run along geographical lines and most of Fonehouse’s stores are within the M25 and London.

Wheeler said Fonehouse will continue to run its indirect b2b partner programme in tandem with the Fonehouse Branded Partnership programme. Fonehouse currently has 47 indirect partners.

The company is also planning to launch a website to support the branded partnership programme in June and an updated version of its DealBuilder software this month which will form the Partner Portal.

Fonehouse has also set up a support team of 11 staff at its office in Stoke which includes four BDMs, account managers and an IT team. Wheeler said Fonehouse is on the hunt for another BDM to strengthen the team.


Author: Carol Millett

Written by Mobile Today
Mobile Today


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