Excell Mobile boosts team in race for growth

Excell Mobile boosts team in race for growth

Mobile management and managed solutions business Excell Mobile is looking to strengthen its team as it guns for 30% growth over the next 12 months.

The company is on the hunt for a business development manager for its mobile team and is looking to boost its telesales division.

Excell Mobile, which is part of the Excell Group, has increased its turnover by 30% each year since 2011 to £27.5m and is predicting a similar surge this year. It is also aiming to increase its base of 20,000 connections by 30% by the end of this year.

The O2 Centre of Excellence partner and Vodafone Wholesale partner attributes recent growth to a major change in strategy which has seen it transformed from a mobile reseller to a unified comms provider, offering a suite of services and enhanced customer services to its SME customers.

Stuart James, sales director at Excell Group, said the strategy has seen a marked increase in customer ‘stickiness’ and ARPU. Customers hail from the small to medium range of SMe businesses centred largely in the transport, education and health sectors. Clients take between 30 to 80 handsets on average.

James said: ‘I have been at Excell for four years and when I started we had a wholesale relationship with O2 and a retail relationship with Vodafone. The key change is that we now have a wholesale solution allowing us to sell O2, Vodafone and international Sims and satellite communications all on one bill.’

He added: ‘Our strategy was to create an OPEX-managed rather than a CAPEX-managed solution. Rather than being about cheap lines and calls we are now selling a complete wrap of mobile management solutions and other services such as hosted phones on SIP technology.’

Excell Mobile has also introduced a more consultative relationship with its customers. ‘We want to understand our clients. We want to know what they do, what their needs are and provide a proper consultative service with continuous contact with the client both internally and in the field so that we can retain and sweat those clients, to unlock the unperceived issues and sell the Excell experience rather than simply a product.’

The strategy is delivering significant results with revenues per customer increasing by 50% over the past year, with the uptake of additional products to create the Unified Solution sale.

Areas of opportunity include the mobile device management market with sales boosted as companies continue to migrate from BlackBerry to Android and iOS devices.

‘They have a budget to secure their phones and that has created a lot of traction,’ said James, adding that the sector had also created opportunities to cross-sell mobile airtime and devices to new clients.

The company is also expanding into the M2M market working closely with O2 on a number of smart metering opportunities.

James said: ‘O2 has been very successful in the smart metering market and we have a lot of clients in the utilities sector who are already interested. That is one of our biggest revenue earners without a doubt at the moment.’

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