Issue 421

Vodafone's RIM dealer drive

July 25, 2008

Network to increase BlackBerry email market share by five per cent through dealers

Vodafone is looking to significantly increase its share of the BlackBerry email market this year via the dealer channel.

BlackBerry maker Research in Motion (RIM) estimates its UK penetration of push email devices will double this year to 2.4 million, Mobile News understands.

Vodafone’s BlackBerry share hovers around 45 per cent, with the aim being a five per cent rise in 2008 by pitching to consumers direct and SMEs via the dealer channel.

Vodafone product manager for wireless email Alex Windle said:“2008 is the big year for mobile email; we’re on the cusp of mass market adoption.

“The indirect channel will be a huge area for growth this year, and we have seen early success with it already. We want to accelerate that this year.

“The indirect channel will be a huge area for growth this year, and we have seen early success with it already. We want to accelerate that this year.

“Data is starting to pick up through those channels. We are going to continue to offer differentiated propositions into that channel and really incentivise the take up of data, as well as voice. We want to reward data as a key growth area.”

Vodafone has made available a cut-down version of the BlackBerry Enterprise Server, called the BlackBerry Professional Server, to the indirect channel. It will work with its direct dealer base, alongside resellers connecting via Yes Telecom, Avenir and Redstone.

Windle said: “It’s getting much more competitive. It’s where the networks and manufacturers are focusing.”