Mobilicity Partners With The Brick For Retail Distribution

by Gaurav Kheterpal on May 22, 2012

It’s been a quiet year by Mobilicitiy’s standards so far. By comparison, the carrier had hit a purple patch last year as it signed a slew of distribution agreements and rounded off by adding 63,000 net subscribers during the fourth quarter – thereby staking its claim to be the “nation’s fastest-growing new wireless entrant”.

Mobilicity, till end of last year, had signed distribution agreements with 7-ElevenWalmart CanadaHMVZellers and Metro Stores. And last week, the carrier announced the arrival of full-service Mobilicity kiosks at select locations of The Brick in Toronto and Edmonton.

Mobilicity says that the partnership will help The Brick find a stepping stone in the mobile phone industry. The new kiosks introduced as part of this partnership will complement The Brick’s electronics department. Besides The Brick’s standard offerings such as home furnishing, appliance and electronics, these kiosks will serve as a one-stop shop for Mobilicity’s unlimited talk, text and data plans, as well as smartphones including the recently launched Samsung Galaxy Q, BlackBerry Curve 9360 and Nokia Lumia 710.

“Teaming up with The Brick makes a lot of sense,” said Mobilicity Chief Customer Officer Anthony Booth. “After all, Canadians have turned to The Brick for added value for years. We are excited about bringing The Brick customers the value they deserve in wireless.”

As I’ve mentioned earlier as well, there is little doubt that a strong retail presence plays a crucial role in determining a carrier’s success as cell phone services are getting increasingly commoditized. Among the new entrants, Public Mobile and Mobilicity have explored numerous partnership avenues to strengthen their distribution channel. Mobilicity, in particular, has adopted an aggressive retail distribution expansion strategy that continues to pay off and it’s no surprise that the carrier claims to have “by far the highest ARPU among the startup new entrants.”

Last December, reports from Bloomberg News suggested that Globalive, Wind Mobile’s parent company, was purportedly in talks to purchase Mobilicity. As my fellow blogger Jordan Richardson mentioned back then – WIND and Mobilicity have a number of things in common. While WIND had larger aspirations, both companies have service in Toronto, Ottawa, Calgary, Edmonton, and Alberta. And both companies use AWS band spectrum, which means that their frequencies could be combined. While that didn’t happen, Wind Mobile’s recent struggles mean there isn’t much likelihood of the deal going through.

Mobilicity currently has around 300,000 subscribers and the carrier would be confident of bumping up those numbers in the coming quarters thanks to its strong retail distribution partnerships.

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Written by: Gaurav Kheterpal. Follow TheTelecomBlog.comby:RSS,TwitterFacebook, or YouTube.

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