6/4/2008 12:12:00 PM
Carphone Warehouse steps up its plans for laptops
Carphone Warehouse’s foray into the so-called ‘wireless world’ gathers pace this week with the next phase of its high-profile bid to bundle free laptops with broadband.
Three new Toshiba laptops have joined the range that includes Acers and HPs, which are bundled with broadband from TalkTalk, AOL, Orange,
T-Mobile and 3.
Industry sources say that Carphone is chasing up to a 10% share of the UK consumer laptop market of around four to six million sales per year.
A multimillion-pound advertising campaign went live this week in a bid to make people link Carphone with laptops in the same way the retailer is associated with mobile.
Space in store back offices has been opened up to make way for laptops, and electricians have installed central laptop display units in the larger stores, with smaller display bays elsewhere.
Carphone’s UK trading director, George Dymond, is responsible for all Carphone products and propositions that go into stores.
He said: ‘Everything gets bigger from now. We have a brand new laptop in. We are looking to take a big chunk of the consumer laptop market.
‘We are in talks with more laptop manufacturers and broadband providers.
‘Realistically, we are not going to end up stocking hundreds of laptops. It will be a considered range.’
Dymond dismissed suggestions that Carphone will face problems persuading more broadband providers to come on board over questions that its proposition will not be sold on an equal footing alongside TalkTalk and AOL.
‘We will pay our staff the same commission for each broadband. But it is up to each proposition to stand on its own feet and be competitive.
He added: ‘While laptops are an important part of the future, from a scale point of view mobile phones remain much more significant to us.
‘Our relationship with our suppliers, networks and manufacturers is as important as ever and we will continue to grow with them.’