Phones 4U: 4GEE accounts for more than 25pc of connections we make


Phones 4U sees 4G sales rise following mass advertising campaigns in May

Twenty-five per cent of all connections put through Phones 4U are on EE’s 4G network

This is according to Phones 4U director of trading Matt Child (pictured), who was speaking to Mobile News during the Aegis accessories launch event at Phones 4U’s flagship store in Oxford Street earlier this month.

Child said the retailer has experienced “massive” growth in 4G take-up since May as a result of EE’s extensive marketing campaigns and the extension of its 4G service to 12 new UK cities.

He refused, however, to provide figures on contract numbers.

Child said: “The big thing for us at the moment is 4G. We are now connecting in excess of 25 per cent of our business on 4G and that’s growing rapidly.

“We have had massive growth in our 4G take-up. EE launched it really well.

“We saw a real upturn in May. Customer awareness from the huge campaigns by EE and also the wider availability has undoubtedly aided its growth.”

Accessories boost

Child also revealed Phones 4U has experienced a 25 per cent year-on-year rise in accessories sales following a restructure.

Phones 4U appointed a new sales team in 2012 to place greater emphasis on accessories sales, resulting in products such as smartphones and tablet cases getting more store shelf space.

Retail staff have also been given additional training on the importance of protecting increasingly expensive devices.

A similar strategy is being put in place to boost sales of SIM-only deals.

Child said: “We are in a period of significant growth, and we do not see that stopping. Our accessories sales are up about 25 per cent year on year – across stand-alone and attached sales.

“We index in the higher end tariff in terms of sales, so the very nature of that is you are going to sell more accessories as the attachment rate is higher.

“But our stand-alone sales have also grown pretty significantly, which indicates we have got people coming into the store to buy accessories – so they are holding their own as a category.”