Denso-Phone>
The Zsigo Newszwire
11/16/98
In this week's excerpt from The Zsigo Newzwire, Editor Tyler Proctor
discusses carrier differentiation through exclusive product distribution
rights. Sprint announced last week that it has exclusive rights to market
the Touchpoint phone. Tyler addresses the history on carriers using the
"exclusive phone" marketing concept to nab new customers.
THE ZSIGO NEWZWIRE IS A FREE PUBLICATION
COMPLIMENTS OF: ZSIGO WIRELESS - And
WIRELESSNOW
Tyler Proctor - Editor
Sprint PCS Intros Another New Phone
sprintpcs.com
9:33:23 AM 10/14/98 Sprint PCS has exclusive rights to market the
Denso-made Sprint PCS CDMA Touchpoint phone. This "phone with
the mouse" makes text messaging simple for customers nationwide, the
carrier says. Says Chuck Levine, chief sales and marketing officer for
Sprint PCS, "[Touchpoint's] mouse allows customers to literally point
and click their way through menus and options. The large display
screen makes it easy for customers to read text messages, and the
built-in scheduler helps customers keep track of important meetings and
events. Clearly, the Sprint PCS Touchpoint will be one of the hottest
gifts this holiday season.'' Touchpoint has a suggested retail price of
$179.99 and will be sold in Sprint PCS stores, Radio Shack stores and
other participating retailers. For WirelessNOW subscribers, further
information is available via RoboReply.
Yeah, yeah, you might say, "Another phone. Heck, I've seen a million
phones." The difference here is not so much the features of the phone
(though they are unique!) it is the fact that Sprint has EXCLUSIVE
rights to distribute it! What we are seeing here is a trend toward using
equipment as a way to differentiate a carrier in the market.
This idea is not new. Years ago, carriers have tried (in vain) to offer
some kind of unique phone in order to lure customers. Some of these
offerings, such as "exclusive case colors" were laughably weak. Others,
like the BellSouth Merlin were ahead of their time.
With a glut of phone manufacturers in the market, carriers are looking
again at positioning telephone equipment as an incentive to a prospect.
The new attention being focused on data applications also broadens the
field of specialty phones. From the TouchPoint and the Nokia 9000 to
the Qualcomm pdQ, equipment is poised to be in the spotlight.
This trend seems to be catching on fast so you need to keep up with the
equipment offerings in your market. Hit your competitors Web sites and
be sure to check the newspaper regularly. The last thing you want is for
a prospect to walk in the door and ask you questions about your
competitors cool new phone that you have never even heard of!
If you are selling a unique phone or competing against a carrier that is,
take a few minutes to analyze your prospects communications needs to
determine if the unique features of the phone actually have any benefit
to that person. If not, be careful about mentioning the phone. Adding
unnecessary options to the decision making process can "muddy the
water" and might derail your sale. Remember, confused prospects
seldom buy.
Got a cool phone? Seen a cool phone? Tell us about it! Post your
comments on the NewZwire discussion board.
zsigo.com
***NEW*** NewZwire discussion board!!! Make your voice
heard!!! zsigo.com
COPYRIGHT NOTICE |
