Expansion of sales channels
Not only the iPhone was an innovation for the entire industry in 2007, but also the sales opportunities were a novelty. At the beginning, Apple ‘s smartphone could only be purchased with a contract from Deutsche Telekom-either directly via the Telekom or the Apple Stores.Dealers such as Cyberport could not participate in the success. This changed with the iPhone 3G in 2008-if only very limited.
So we were able to offer iPhone inclusive contract to our customers, but only in the stationary shop business of the Cyberport stores. At the end of last year the exclusive tie fell: The iPhone existed since then likewise with o2 and Vodafone. Particularly noticeable was the newly added direct sales via the Apple Store. Anyone who wanted an iPhone without contract, could buy this directly from Apple-an individual import from the European countries was no longer necessary. But what changed for us traders?
Not much, in the Cyberport stores the customer can alternatively to the Telekom contracts also bind with o2 or Vodafone. Not offering (at a competitive price) we can, however, a non-contractual iPhone through these partners. The online sales of a discounted iPhone have been contractually concluded.
IPhone: online contract order at Cyberport
At least this last criticism is now obsolete, since Cyberport is one of the few authorized partners of Telekom and Apple, which can currently offer the iPhone also with contract online. The customer can choose between the different Complete tariffs. But how is the flow of an order?
First, the purchase order is made via a secure form starting with https. A test is then carried out by the network operator (Telekom). Afterwards the confirmation of order is made, or in the case of an error a personal demand of our employees. The iPhone is shipped with the DHL Express Ident process, meaning the customer must be present in person and be able to identify himself. The SIM card should be activated within two days. What are the special features?
The iPhone can currently only be paid via prepayment and credit card (update).
Our standard shipping charges apply.
Only new contracts can be concluded online. Furthermore, a contract renewal is only possible in our store business.
The offer concerns only the complete contracts of Telekom, no contracts of Vodafone or o2.
Although this solution certainly does not appear to be perfect either for the customers or for us traders, we still have to honor the renewed efforts of Apple and Telekom. On the other hand, these measures correspond to the simple rules of the market economy. From a certain critical point onwards, it is necessary to expand its own sales network in order to successfully address the mass market. The iPhone has long been no longer a hippes product for an elite circle. It is time that this insight also prevails in sales.