7/30/2009 6:41:00 PM
Data Select and Avenir get £12m Orange accessories contract
Orange is poised to appoint Data Select and Avenir for its £12m accessories contract.
The operator plans to widen its accessories focus with a raft of new distribution partnerships.
Data Select will replace current incumbent Dextra, the accessories arm of distributor 20:20, when the contract starts on 1 September.
It is understood the switch followed doubts from the network over Dextra’s reliability on Samsung accessories.
Dextra had its Samsung accessories contract revoked in March 2009 after concern from the manufacturer that it was distributing grey market produce.
Meanwhile, Orange has overhauled the structure of its accessories distribution, and is currently in negotiations to appoint a number of ‘specialist’ distributors to provide more niche products.
It is understood the network has also overhauled its European accessories team structure after making 15 staff redundant. The new team has been organised into corporate, online and retail channels.
Shebang, Frequency 3G, Kondor and Strax are among those currently pitching for the new type of ‘specialist’ contract, which could lead to them providing products for the network.
Distributors acknowledged that the accessories market was increasingly lucrative as customers hold on to their phones for longer periods.
One distributor said: ‘Accessories have become a valuable “attachment” or incremental sale as people keep their handsets for longer periods of time.’
Orange’s accessories contract is renewed every two years and distributes on a Europe-wide basis to online, retail and corporate channels.