Daisy to drop distributor brands


Daisy prepares to drop Fone Logistics and Anglia brands from distribution channel

Daisy Communications is expected to drop its longtime distributor brands Fone Logistics and Anglia Telecom Centres in October, Mobile News understands.

A number of dealers claim to have been told by sales staff within the organisation a new ‘Daisy Mobile’ distributor brand will be introduced in their place, to represent the integrated mobile distribution business.

Daisy Communications said it is its intention to bring Anglia Telecom and Fone Logistics under a single brand, and to run the combined business separately of its main fixed line reseller assets.  It maintained a final decision on the brand for the distribution business had not been reached.

Matthew Riley’s (pictured, right) fiercely acquisitive reseller firm acquired Fone Logistics for £3.6 million in June, and Anglia Telecom from Redstone in August 2009, as part of £17 million deal that also saw major fixed line units transfer.  Anglia Telecom managing director Dave McGinn (pictured, left) and sales director Roy Abbott retain their roles in the merged distribution business. Fone Logistics marketing director Julien Parven has taken the same role at the business.

Daisy Communications has just moved ‘front-end’ operational staff from Fone Logistics’ old Cramlington base to its office in Prudhoe, 20 miles away. It obtained the site with its £10 million purchase of unified comms specialist BNS Telecom in February. Fone Logistics’ ‘back-end’ operations will be moved in to the Ipswich office later this month, and the Cramlington site will shut. Daisy Communications said duplication of roles will see some redundancies.

The Fone Logistics and Anglia Telecom IT systems and dealer bases, claimed to be around 800, will start to be merged from the end of October. Dealers said Daisy Communications will be required to adjust commission for dealers from each to get the same commercials. Both have significant O2 bases but pay ongoing revenue at different rates – Fone Logistics pays 40 per cent and Anglia Telecom pays 35 per cent.

A spokesperson said: “Discussions are still being held on the brand name and timing. The business will be run from the Anglia site in Ipswich and from Daisy’s Prudhoe office, with the business continuing as usual.”

A number of dealers, of Fone Logistics in particular, have claimed service has suffered recently, suggesting delays with commission queries and inability to get through to the “right people”. Some have also claimed confusion over dealer managers, where Anglia Telecom staff have been allotted to Fone Logistics dealers.