Micro-P lands two more direct handset distribution contracts


Distributor takes direct partnerships to four after signing LG and ODM brand MOJO Maker

Micro-P has this month secured direct distribution agreements with LG and original device manufacturer MOJO Maker, which is new to market.

It brings the number of direct handset deals for Micro-P to four in the two years since it entered the market – having already secured partnerships with Samsung in May 2010 and Nokia last September.

The news comes a month after Micro-P announced its mobile division grew by 172 per cent in 2011 and the firm had expanded its Basingstoke offices by 6,000 square feet. It has also set targets to distribute around 2.5 million handsets per year by 2015.

LG now has direct partnerships with Micro-P, Data Select, Brightstar and 20:20 Mobile.

Micro-P’s distribution deal with LG will begin in June and will focus on recently announced L range handsets including the L3 and L7 models as well as the Optimus 4X quad-core device, which is out later this year.

Micro-P general manager mobile John Doughty (pictured left) said the firm will work closely with LG to increase its presence in the UK retail and business markets and target areas where it feels the manufacturer can boost its presence – highlighting B2B and non-specialists.

Micro-P has supply deals with a number of key high street and online stores including all major supermarket chains, Phones 4U, Carphone Warehouse, Vodafone, Three, HMV, Amazon, Play.com and Argos.

Doughty also claims Micro-P transacted with around 1,000 customers for mobile in 2011.

He said: “We are expecting the range to be a great success in the consumer space, especially within key retailers.

“We will take them into channel, where their voice isn’t perhaps as strong as it was once. There is definitely room for LG to break more into the B2B space.”

LG UK consumer electronics marketing director Steve Gater (pictured right) added: “The new relationship strengthens LG’s distribution position in the UK, ensuring that Micro-P customers have the opportunity to buy LG mobile phones and accessories directly.

“We look forward to working together and becoming a major contributor against Micro-P’s aggressive growth plans.”

The partnership with MOJO Maker will begin immediately.

It is the company’s first distribution agreement since launching in July 2011, having established just one direct relationship with supermarket chain Tesco, for supply of its debut feature phone, the Chat.

MOJO Maker will, however, launch seven new prepay handsets this year, including a number of Android smartphones.

MOJO Maker managing director Caroline Preston said the partnership will allow it to gain a foothold on the high street.

She said: “This is a significant stepping stone in our growth. Micro-P are there to support us and promote manufacturers. They’re not just box shifters and are very sought after.”

Doughty said the addition of MOJO Maker allows it to tackle a part of the market it currently  doesn’t have a proposition in – and without conflicting with its other partners.

He said: “They are very targeted and know exactly where they sit in the marketplace.

“We are a different type of distributor with one of the widest reaches to the market.

“Whether you’re a Nokia, LG or whoever, it’s a three-way relationship – never us and them.

“We only add partners if we feel we can help benefit everyone involved.”