Unified comms provider Focus Group is ramping up growth in its mobile division after doubling the sales team and driving mobile sales across the group’s 7,000 customers.
Focus Mobile, the group’s mobile division, saw its annual turnover soar by 50%, with its mobile connections base increasing by 20% in the year to January 2012. The company also delivered record mobile churn levels of 6% last year, compared to an industry average of 12%.
Mobile sales director Keane Beaken said a cross selling strategy across Focus Group’s base of 7,000 customers had driven sales. The group provides a range of unified comms services including fixed line, VOIP (voice over internet protocol), IT and energy services.
He said: ‘We are a unified comms company and the absolute crux of our business is cross selling. Our whole database is geared around that strategy and with a total customer base up 20% mobile customers we have a lot of opportunity for growth.’
Beaken added: ‘Mobile is very important to us. Although our fixed line business is still our core product, our mobile business has grown dramatically in the past six years and is going remarkably well even in the present economic climate.’
Focus Group is also in the acquisition game, with the mobile division recently purchasing a small mobile dealership which gave it around 600 connections. However, Beaken declined to discuss the company’s acquisition strategy going forward, citing commercial confidentiality.
Beaken said the company has almost doubled its mobile team over the past year, from six to 11 at its headquarters near Hove in Sussex. It doubled its sales team from three to six staff.
Beaken said the company had further plans to take on additional employees. He said: ‘We have a strong new business team since we doubled our direct selling team. The new guys are very much focused on winning new business and we also get a lot of support from O2… We also have about 90 employees across the group, of which half are in sales and who share leads across the group.’
The mobile division’s customers range from SOHOs to corporate customers, but most are smaller SMEs taking an average of 25 handsets.
However, the company recently clinched a cross-selling deal to deliver mobile services to one of the group’s largest fixed line customers, bringing in an order to provide over 800 mobile handsets.
Focus Mobile connects its customers to O2 and Orange via distributor Daisy and uses Vodafone Partner Services for its Vodafone connections. It also connects some customers via MVNA Gamma.
Beaken said Focus Mobile’s low churn levels were due to good customer service and effective account management.
‘Giving customers the right package that is suited to them is crucial as it means they are more likely to stick and add new connections as well as taking other products from us – so it is a win-win situation for both parties.’
Author: Carol Millett