UK-based utilities provider Telecom Plus is focusing on a long-term strategy to build its business in the mobile services market. Mobile magazine recently spoke to Telecom Plus CEO Andrew Lindsay about the company’s distribution model and how it plans to expand its mobile customer base.
Originally an energy provider, Telecom Plus has branched out to offer multiple services—a category wherein direct sales have steadily grown over the last several years. According to Lindsay, mobile services currently represent the company’s least successful offering, trailing behind its gas, electricity, fixed line and broadband services. Currently, a fifth of the company’s customer base is signed up for mobile services; however, almost a third of new customers sign up. That growing interest took Telecom Plus from 69,000 mobile customers in March 2012 to 96,600 last month.
Though breaking into the heavily contracted mobile market will be a lengthy process, Lindsay believes the company’s distributors bring a unique openness and authenticity to the business. In Lindsay’s words, “We play a very straight wicket. If you are going to recommend a mobile service to Mum we have got to be straightforward, honest and open.”
Telecom Plus looks to competitive pricing and products to back up its personal sales model. The company provides a wide range of phones and bundles, including a budget-friendly prepay option that helps customers regulate use of non-bundled services.
Read the full story from Mobile magazine.
