Everyone loves their mobile phone. Over a few decades smartphones have become everyone's essential everyday tool: young and old alike, whether they are technophobes or technophiles. What is important is choosing carefully.
Nevertheless, over a few years, this market has developed a lot in France. The operators usually sell a mobile and a contract. A person buys a new phone for 1 euro, which seems unbeatable. However, as this person commits to paying their subscription every month for one or even two years, the phone ends up costing the same price - or almost - as if it had been bought on its own. The price of contracts has also reduced a lot, with low-cost offers which attract young people.And the technology race creates a situation in which people change mobile more and more often.
All these elements mean that, today, some people no longer hesitate in separating the purchase of a contract and a mobile phone and therefore buy a phone on its own, on e-commerce sites or in a department store, where they have more choice.
Our customer is a major French operator. It has a very extensive network throughout the country, one which is considered as a quality network by users and it offers a very high performing service: lots of well trained sales people, all over the territory, capable of advising the public on mobiles, etc.
How can you get people to buy their mobile phone from their network operator's rather than elsewhere?
Format: Presentation, 3 pages max. (PDF)