Manufacturer believed to be looking for closer strategic relationships as it aims to increase its falling UK market share
Sony Mobile has terminated its handset distribution deal with Data Select after more than a decade, Mobile News understands.
The move, which was still unconfirmed at press, will see Sony work exclusively with distribution rivals Brightstar and Exertis, whose agreements have both been renewed.
It follows a month long review by the manufacturer as it looks to ramp up its share of the UK market which has steadily fallen in recent years.
Sony is currently the third most popular manufacturer in the UK behind leaders Samsung and Apple, but has seen its share continue to drop in the UK in recent years to around 6.9 per cent down from 9.3 per cent a year ago.
Less is more
A source close to the matter told Mobile News: “Sony is adopting a less is more approach with the channel. By deciding to focus on two rather than three distribution partners, it feels it will be able to form closer strategic relationships, better focus its investment and in return boost its current standing in the market and become more vocal with the major retailers and etailers.”
Neither Sony or the distributors involved would comment on the story as Mobile News went to press.
The move to reduce distribution partners in the channel mirrors the decision by Samsung UK last June which saw it drop Brightstar and Westcoast (tablets only) as distributors, retaining Data Select, Exertis, Tech Data Mobile and Ingram Micro, with the aim of streamlining its channel programme and developing deeper relationships but with fewer partners.