2009 United States Accessory Demand and Sell-Through
InfoTek Research Group, Inc, May 2009, Pages: 48
This report provides reviews the accessory demand and sell-through and how it has changed in the last few years. Over the last three years the number of accessories offered for mobile handsets has increased dramatically.
Accessories are no longer seen as a marketing tool to give away to customers in order to secure a sale. Wireless retail outlets are now looking to accessories to contribute significantly to their bottom line. Accessory manufacturers have picked up on this and have begun to offer countless new products.
This report reviews important changes in the demand for wireless accessories and the “push” marketing of accessories by sales associates.
Some of the questions answered includes, but are not limited to:
The 2009 study includes “push” and “pull” marketing information on the following accessories:
- Bluetooth Wireless Headsets
- Wired Headsets
- Thumb QWERTY Keyboards
- Foldout full-size QWERTY Keyboards
- Digital camera accessories
- Connectors/cables for synching
- Car Chargers
- Phone Faceplates
- Extra Batteries
- Leather Cases
- Car Phone Holders
- Memory Cards
- Hands-free Car Kit
- Belt Holster
- Car Antenna
- Screen Protectors
- Stickers
- Housings
- Handstraps
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 Accessory Demand and Sell-Through
2.1 Introduction and Definitions
2.2 Market Penetration of Accessories
2.3 What Happened with Accessories?
2.3.1 The Pull - Customers Asking About Accessories
2.3.2 The Push-Associates Informing Customers about Accessories
2.3.3 The Take-Customers Buying Accessories
2.4 The Commission Paid for Selling Accessories
2.4.1 Accessories for Which Associates Earn Sales Commission (2007 vs. 2009)
2.5 Headset Sales
2.6 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: 19 Accessories Included in 2007 Research
Figure 11: Market Penetration of Accessories Overall (2007 vs. 2009)
Figure 12: Market Penetration of Accessories - By Channel
Figure 13: Customers Asking about Accessories Overall
Figure 14: Customers Asking about Accessories Overall (2007 vs. 2009)
Figure 15: Customers Asking about Accessories by Channel
Figure 16: Percent of Customers Whom Sales Associates Inform About Accessories
Figure 17: Percent of Customers Whom Sales Associates Inform About Accessories (2007 vs. 2009)
Figure 18: Percent of Customers Whom Sales Associates Inform About Accessories -- by Channel (2007 vs.2009)
Figure 19: Customers Buying Accessories Overall
Figure 20: Customers Buying Accessories Overall (2007 vs. 2009)
Figure 21: Customers Buying Accessories -- by Channel)
Figure 22: Accessories for Which Associates Earn Sales Commission Overall
Figure 23: Accessories for Which Associates Earn Sales Commission Overall (2007 vs. 2009)
Figure 24: Accessories for Which Associates Earn Sales Commission by Channel
Figure 25: Headsets as a Percentage of Accessory Unit Sales by Channel
- United States
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