O2 £5m investment in indirect to “hit ground running” in 2012


Operator injects cash into early start campaign to help dealers during “sluggish” Q1 period

O2 business director Ben Dowd has told Mobile News the operator will invest between £4 million and £5 million in the independent dealer channel in 2012 as it looks to “hit the ground running”.

Dowd claims the sum represents an “incremental” increase on O2’s 2011 spend, but refused to reveal last year’s figure.

However, he did confirm the investment would be made in  a number of areas including dealer incentives, commissions, bonuses and marketing, to help with sales.

O2 will begin an “early start” campaign in Q1, designed to help dealers win new business in what many describe as a sluggish period for new connections.

Dowd claimed 60 per cent of O2’s Centre of Excellence dealer partners – 21 in all – and 95 per cent of its Joined Up Communications partners, including its retail and fixed-line dealers, had all shown growth this year.

“In the current environment I am really pleased with those numbers,” Dowd said. “On the back of that, we have set aside around £5 million for the partners in terms of driving that piece.

“In addition, for Q1 we have the early start campaign to get momentum into the channel from the word go. We will have a number of offers to help drive that activity.

“The indirect channel and the partners are very positive about the role they play and the role we can play to help them.”