2009 sees shifts in strategy alongside new technology

2009 sees shifts in strategy alongside new technology


This year will see a shift in operator strategy and an emphasis on new technology and services, according to top mobile industry executives. 


Mobile operator Orange has predicted a ‘redressing of the balance’ between indirect and direct retail, with more business going back to indirect channels.


Orange vice president for sales and loyalty, Jean-Pascal Van Overbeke, said: ‘The dream of putting everything through direct channels will disappear in light of the shift in thinking towards customer experience. Operators will make more rational decisions about return on investment rather than simply shift business away from indirect retailers.’


Meanwhile, Carphone Warehouse chief, Andrew Harrison, has predicted that services will dominate the market in the face of the economic downturn. He said: ‘There is a path and way forward with services. We’ve all got to look at how we can make money from more things.’


He added: ‘It is opening up new categories within mobile such as gaming. To illustrate the point I think the iPhone is a better gaming device than, say, the Nintendo DS in terms of pricing and usability.’


Handset manufacturer Inq, which makes the 3 ‘Facebook phone’, has predicted that other manufacturers will flow its lead in 2009 by integrating communication services such as email, social networking and IM.


Inq co-founder and ceo, Frank Meehan, said this will result in internet companies working more closely with the mobile industry. He added: ‘Mobile companies will start to compete for 'exclusives' from internet companies and pay for it’


For more 2009 predictions, see this week’s Mobile on January 9.


Written by Mobile Today
Mobile Today


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