2009 United States Wireless Channel Handset Recommendation Factors
InfoTek Research Group, Inc, May 2009, Pages: 31
The purpose of this study is to determine what makes sales associates recommend one handset over another. Time and time again the author has found that it is not necessary the “best” handset that wins the favor of sales associates. In fact, most of the time there is one or two features that are important to the sales associate and that translates their recommendation.
As the capabilities and usage of wireless handsets evolve, so does the relative importance of factors that make one handset more attractive than another. The wireless retail associates know better than anybody, including the customer himself, what truly drives consumers to choose handsets.
Our survey asked retail associates how important they are in customers choosing one handset over another.
Those aspects of a handset included in this assessment include:
- Price
- Appearance of the phone
- Battery life
- Brand Name
- User Interface
- Size of the phone
- High Resolution, Color Screen
- Reliability
- Reception
- Phone color
- Weight
- Form factor (e.g. flip phone, bar phone)
- Keypad type (e.g. T-9, QWERTY)
- Screen Size
- Color of phone
- Sales contests or promotion for prizes for selling a handset
- In-store sales spiffs for selling a brand of handset
- Knowledge/training provided by handsets manufacturer
- Collection of accessories that are available for the handset
- Advertising, such as POP displays, mock-ups and posters
Section 1 Introduction
1.1 Study Background
1.1.1 Strategy for InfoTek's Wireless Retail Survey
1.2 Objectives
1.3 Scope and Methodology
1.3.1 Scope
1.3.2 Sample Plan
1.3.3 Questionnaire Development
1.3.4 Interviews
1.3.5 Report layout
1.4 Summary of 2009 Findings
1.4.1 Sales Associate Profile and Behavior
1.4.2 Indirect Wireless Agent Satisfaction with Carriers
1.4.3 Value-Added Wireless Applications and Services
1.4.4 Handset Capabilities Demand and Sell-Through
1.4.5 Competitive Handset Recommendation Factors
1.4.6 Accessory Demand and Sell-Through
Section 2 Competitive Handset Recommendation Factors
2.1 Introduction and Overview
2.2 Major Handset Recommendation Factors
2.2.1 Key Findings
Table of Figures
Figure 1: Retail Sales Associate Interview Distribution By Store Type
Figure 2: Retail Sales Associate Interview Distribution By Retail Location
Figure 3: Estimated Number of Retail Stores Reported by Each Carrier and National Agents
Figure 4: Ease of Doing Business Index Scores
Figure 5: Percent of Customers Asking About Value-Added Services
Figure 6: Percent of Customers Whom Associates Informed About Value-Added Applications/Services
Figure 8: Influence of Major Handset Recommendation Factors
Figure 9: Customers Asking about Accessories Overall
Figure 10: Handset Recommendation Factors
Figure 11: Influence of Major Handset Recommendation Factors
Figure 12: Influence of Major Handset Recommendation Factors - By Channel
- United States
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