Excalibur focuses on services to stand firm in merging market

Excalibur focuses on services to stand firm in merging market

Major industry mergers will not affect Excalibur, according to MD James Phipps, who told Mobile its focus on services will see it avoid structural changes in the market.


Speaking at the firm’s financial results, Phipps explained that the majority of the unified comms dealer’s growth came from IT and fixed line services. The company will continue to focus on this part of the business despite the changes the marketplace is due to undergo in the coming year.


In the next 12 months there’ll be major structural changes with the mergers that will change the landscape, not just for mobile, but also for fixed,’ Phipps said.


‘To counteract this we will focus on services – all that stuff may move around us but value services and niche industries will remain the same. If we drive through that then the industry may move left and right but we can carry on in a straight line. Next year will be an interesting one, especially because Vodafone will most likely come to the party whether that be with Sky or whoever.


 ‘Most of the revenue growth came from our non-mobile services, so our IT and fixed made up the bulk. Our financials show consistent growth – not stellar growth – but we want to try to not grow too fast so we can keep up a good customer experience. The sales come when you drive the right services to customers, so we’ve had two new products added onto our portfolio, and we’ve seen good sales uptake on them because we’re focusing on the services element first.’


Excalibur developed its foothold in niche markets throughout 2015, kicking off the year with a partnership with Butcombe Brewery and most recently with Nottingham Forest FC. Phipps explained that the move into new areas of the market has allowed it to broaden its services, offering to more than just mobile.


‘We are now well known in the niche market among law firms and sports clubs,’ he said. ‘The mobile part of the conversation is now the smallest part. Mobile is quite boring because the whole billing, savings and device picking is a bit done to death.'

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