Telecommunications retailing has developed very rapidly in the last five years, largely because the market for mobile phones has expanded at a breathtaking pace. Over the same period the market for fixed line equipment has been less buoyant, although the emergence of digital cordless phones with good styling and extra features has helped to grow sales. Some mobile phone retailers also sell fixed line equipment, but the main thrust of their business is in mobile phones.

All the major mobile phone networks have expanded rapidly to become national retail chains with stores in all the major shopping centres. Yet despite their considerable scale they are all intent on further expansion, in what has become known as a land grab. This report looks at:

the factors behind their expansion and why these retail chains are expanding, even though the market is entering a mature phase

the way these chains have evolved and the new ideas being injected into the latest retail formats

the growth strategies of the major independent chains

Mobile phones are also important to general retailers, although these have grown by selling pay-as-you-go handsets. The report looks at how and if these retailers will tackle the growing market for selling mobile phones with contracts for monthly payment.

Online shopping was originally a good hunting ground for the discounters, but is now developing into an important alternative shopping channel for all the major networks and retailers. This report examines the future for this medium in the market for telecoms retailing and asks if there is a ceiling to growth in Internet trading.

The nature of the selling process for mobile phones has changed as the market has matured and penetration of handsets has risen. So retailers need to persuade consumers to buy more often and trade up to higher priced handsets, as well as developing more lucrative long-term relationships. There are new challenges posed by these changing market conditions, influencing strategies for selling and advice. The report considers the role of handsets vs the deal within the marketing mix and asks if there is such as thing as loyalty in mobile phone retailing.

There is more change to come, driven by the advances in technology. Mobile phone handsets will be able to tackle more tasks more effectively and the new advances will open up a whole range of new services that can be accessed via mobile devices. The possibilities opening up for cheaper or free voice calls over broadband mean that there are new challenges to fixed line equipment and changes that will embrace all kinds of telephone use. So how should the mobile phone retailers adapt as the technologies develop?

This is a dynamic and interesting market with huge opportunities for growth in the future. The report examines future prospects and identifies the key factors that will influence retailing of mobile phones in the next few years.