PRESS RELEASE
CANADIAN WIRELESS DEALERS POISED FOR GROWTH BUT STRENGTH OF CARRIER RELATIONSHIPS MAY IMPACT THEIR ABILITY TO SUCCEED
NEWS FACTS
- IDC Canada research reveals a Canadian wireless dealer network that is struggling with their wireless carrier business relationships.
- Specific attributes have been identified in the relationship that are highly important to dealer businesses, but where they believe carriers provide low value.
- In addition: A low 38% of dealers considered their wireless carrier relationship to be a business priority in 2010; and a high 50% of dealers viewed their relationship with carriers as having deteriorated over the past three years.
- Two carriers, in particular, stood out as providing low value across a number of attributes that were highly important to dealers, indicating serious issues in the relationship
- However, carriers received kudos for delivering on strong industry reputations, and broad product/service portfolios . . .
- But very few dealers felt their carrier was doing the things to help them be more successful - only 11% believed their carrier was meeting their needs.
- The study investigates the dealer/carrier relationship using a dealer program framework that tests the importance and value across key components (financial, sales, technical and marketing resources) and their respective attributes (e.g. commissions).
Wireless Dealer Demographics
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Carrier Representation
Carrier A 47%
Carrier B 15.4%
Carrier C 23.7%
Carrier D 16.2% |
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Source: IDC Canada July 2010
Study Background
Key discovery areas of the study include:
- Dealer perceptions of the big four wireless carriers (in alphabetical order: Bell, MTS Allstream, Rogers, and Telus), and the programs provided by these carriers to support dealer business activity. In addition, dealer business model health and priorities are also highlighted.
- IDC will hold a webcast on Aug 11 2010, 12:00pm EDT to share the highlights from the study. Register to attend .
| Analyst Profile
Paul Edwards
Research Director
SMB & Channels |
QUOTES ATTRIBUTABLE TO PAUL EDWARDS, RESEARCH DIRECTOR SMB & CHANNELS, IDC CANADA
- The Canadian wireless carriers need to act on the results presented in this study, which means making the changes required to improve on the relationship attributes that are important to dealers, and where carriers deliver low value - one example being commissions.
- Dealers are becoming market differentiators for carriers, especially with the increase in new competition and carrier revenue sources leaning more to wireless services. This reinforces the need for monitoring dealer relationships for continued improvement and market growth.
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Please contact Joanne Haywood to arrange an interview and/or for additional quotes.
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