B2B Wireless Dealer Revisited

It’s been four years since Channel Partners devoted an entire section of its pages to wireless sales; now we have a downloadable report, “Making the Move to Mobile Sales," dedicated to the subject. In 2006 and 2007, we published a monthly section focused on this growing opportunity. It was going to be the next big thing for agents. Well, that’s what we thought. That’s what a lot of people in our industry thought. But that’s not what happened.

Few wireline agents embraced wireless sales. Their reasons ranged, but were primarily centered around one theme: The business was too different than wireline. From commissions to devices to support, agents found little familiar in the mobile market. And, they did not see the potential return on the investment to bridge that gap. So, the call of mobile operators and master agencies to diversify went largely unheeded.

So, what’s different in 2011? Wireless compensation hasn’t changed much, neither have the channel support options. Devices? Well, they’re an even more complicated part of the proposition.

What has changed is business demand and reliance on wireless. Check out our review of business smartphones on Page 9 of the report  for some recent statistics. But your own experience as a business user will tell you that it’s essential and becoming more so.

This, in turn, has amped up the risk to agents that are not offering wireless services. For one, their clients may turn elsewhere, and two, they may take their wireline services along with them.

But don’t take my word for it; check out the opinions of your peers and how they are incorporating wireless.   

If you’ve been meaning to start looking at how to diversify into wireless, this issue will offer you some direction about supplier, programs, devices, support and contracts. And, if you are looking for more information, come to the Channel Partners Conference & Expo, Aug. 24-26, when we will be presenting a three-hour pre-conference workshop on “Making the Move to Mobile Wireless." Experts will guide you through wireless agency basics, so that you can begin to figure out when, where and how wireless will fit into your business.

I hope to see you there!