Accessories push for Samsung

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Samsung hopes to boost its sales in the B2B market after recruiting a dedicated accessories manager to facilitate more efficient handset bundling.

New national account manager for accessories Ian Payne joined at the beginning of this month.

He comes from Vodafone, where he worked for four years in a senior accessory purchasing role.

Samsung marketing director Jon French said a lacklustre accessories range had put the manufacturer behind its competitors in B2B sales, and that this would be a major focus for the remainder of the year and going into 2009.

Said French: “Ian’s new role will allow us to offer full support for the accessory market.

“He has had an immediate impact – he has a good reputation and we have high hopes for him aggressively bringing new products to market.

“We have a very broad range of accessories, mainly focussed on Bluetooth headsets, going from lesser priced products that can be used for bundling or as a standalone sale.  But we have also partnered with Bang & Olufsen to create higher priced products.”

French added that the new accessories strategy would be coupled with the promotion of a more defined handset portfolio, to be marketed at more specific market segments.

Meanwhile, Samsung is also aiming to have a greater presence in the Christmas prepay sales market this year.

Samsung UK and Ireland vice president Mark Mitchinson said the manufacturer had previously shunned extreme marketing activity in this period, but would make a concerted effort to create higher visibility for its prepay offerings this quarter.

Said Mitchinson: “In the past the Christmas prepay market has been quite messy and driven by price alone. We felt we didn’t need to be in that space.

“We are number one in prepay on a weekly basis, but for the first time since I have been at Samsung, we are going to be making a big prepay push at Christmas.”

 

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