Telecom Retail in India
India has a promising future in telecom retail, with a large base of mobile subscribers, which is increasing by the day. There are many big international and domestic companies dealing in the telecom sector on the manufacturing and the operating front, but there still is a big void with a dire need for players in the telecom retail market in India. It is high time for telecom retailers, especially the domestic retailers, to make their foray into this flourishing sector. Telecom retailers are coming up with innovative outlets and stores, which serve as a one stop shop for all mobile needs and solutions. Generally, a complete telecom solution provider have avenues for customers to buy or repair products, value added services like ringtones, and a host of media related services like DTH connections, ipods, cameras, games etc.
With many corporate giants venturing into this highly competitive market, the mobile retailing sector is literally exploding in India. Mobile NXT, based in Bangalore, set the precedent, making it the first company to enter the telecom retail space without any background in the retail industry. Pantaloon retail is another early player with a thriving mobile retail business, popularly known as ConvergeM, with its three-pronged strategy – (1) M Bazaar (Shop in shop with Big Bazaar stores), (2) M Port (independent brand stores) and (3) Gen M (kiosks in malls, multiplexes catering to impulse buying). These outlets sell mobile handsets, accessories and refurbish used mobiles too. Essar Telecom Retail too has its foothold in the Indian mobile retailing market with the launch of its hallmark "The MobileStore" outlets (total telecom solution provider) across the country. Entry of international media brands like Virgin in India’s burgeoning mobile market has completely changed the face of mobile retailing. ITC Limited’s eChoupal for rural mobile marketing and DCM Shriram’s Hariyali Kissan Bazaar targeting the rural Indian consumer are some of the companies waiting to have a slice of the Indian mobile retail market.
Sooner or later, the telecom/mobile retailing is poised to attain the top spot as the single largest electronic product, retailed in the country. With prices dropping at regular rates, and competitions coming from across the board, mobile retailers need to position themselves with a thorough knowledge and expertise of telecom retail in the organized retail market, to stay ahead in the rat race. Telecom retail outlets should have facilities for buying mobile handsets, connections, recharge vouchers, accessories, after sales services, bill payment, gaming, mobile entertainment options, repairs and refurbishment, all under a single roof.
