Cebit 2010/Germany : Carsten Titt, communication director of the Phone House Germany, has explained the distribution strategy of its company in the country on Planet Reseller. « The Phone House has traditionally a strong distribution business in the country, as its shop and franchise network is rather limited there : with about 210 shops, we cover only the biggest cities, and are absent from the rest of the country, where our resellers can work with no competition from us. Therefore, distribution accounts for about 2/3 of our business in Germany, while it is much lower in other countries. We wanted to give a dedicated name to our distribution business here, because vendors prefer to discuss with identified partners, and more and more the biggest. Hence the recent launch of Mobile World », he says.

Compared to other distributors, Mobile World plans to rely on its exclusivity on some products and interesting prices, thanks to a pan-european purchase power. It does not wish to enter a price war, leaving margins for its resellers on all its distributed products : terminals, software, subscriptions and accessories. About the expansion of this strategy to other countries, Carsten Titt is clear : « any distribution strategy is first of all decided locally. We are not able to tell if any or all of our European offices have even such a strategy. But, of course, in case of need, Germany may very well be used as an internal consultant for the other teams. »