Maurice, Whats Going On Down There?>
Cellular demand rumbles on
The Dominion
BACK in 1983 the Post Office predicted that by 1996, 30,000 cellular
phones would be in use in New Zealand.
Its forecast has proved to be a tad understated - similar to that of former
IBM chairman Thomas Watson, who said in 1943: "I think there is a world
market for maybe five computers".
Today, there are more than 600,000 cellphones in New Zealand.
The success of chains such as Ben Rumble, which has 17 stores from
Napier to Invercargill, reflects continuing demand for the latest, lightest,
sleekest cellular phone.
"Our stores alone have well in excess of 60,000 customers," says the
famous retailer, Mr Rumble himself.
He says anyone who doubts the continued expansion of New Zealand's
telecommunications market need only look back a decade, when
transportable "herniaphones" weighed up to four kilograms and cost more
than $2500. "And the battery died before 4pm. Now you can buy a truly
pocket-size cellphone for less than $500 with five days' battery life and
more features than some early computers."
Cellular phones are still yuppie phones, for those who still consider
themselves yuppies, but their use has penetrated every layer of New
Zealand society, with payment plans to suit everyone.
"With the introduction of off-peak, weekend, and prepaid plans, cellular
phones have become an everyday consumer item," Mr Rumble says.
Consumers - many of whom have previously owned several cellular phones
- have become discerning, hunting for the best deal, the best phone and the
best solutions-oriented supplier.
Mr Rumble says customers are demanding knowledgeable service from
suppliers well versed in the latest communications trends and technologies.
"We know all of the products in our store and are communications focused.
The various types of hardware and services provided can be confusing and
we try to help customers choose the most suitable tool for their needs,
instead of just selling black boxes."
The most commonly asked question at Ben Rumble stores is: "What is the
cheapest cellphone?", but staff are trained to dig deeper, Mr Rumble says.
"We ask what they do or what they want from a product. The cheapest
solution doesn't always suit - there may be a more cost- effective or
alternative solution, such as a pager."
He says the convergence of communications and computer tools is
supporting sophisticated solutions at the other end of the market.
"It has been possible for some time to connect cellphones to laptops so
users can exchange faxes and electronic mail. In many cases, computers are
performing the communications functions that previously required a separate
piece of communications equipment.
"Products such as faxes are often multifunctioned, performing as a fax,
printer and scanner."
Ben Rumble Communications originally traded as Canterbury
Communications Centre in 1986 with Ben and Gary Batey, who between
them have more than 60 years of experience in the communications industry.
They operated as partners from one store in Christchurch and sold the city's
first cellphone just before cellular service was introduced in 1987 (at the
time, carphones cost more than $2000).
Later, the company merged with Christchurch-based Ryman International. It
was renamed Ben Rumble Communications and it embarked on an
ambitious expansion programme.
Now one of New Zealand's biggest cellular retail chains, Ben Rumble
Communications also supplies faxes, cordless phones, computers, printers,
and related products.
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(Copyright 1998)
_____via IntellX_____
Publication Date: November 29, 1998
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