How can resellers attract new customers?
According to BT, almost 60 per cent of business owners claim their smartphone is the device they use most to run their operations. Yet, smart phone sales are slowing, with many companies shifting to a bring-your-own device (BYOD) policy to utilise employees’ existing mobiles. Here, Kristian Torode, Director and Co-Founder of business mobile provider Crystaline, explores the changing role of business mobile and advises resellers on how they can attract new customers.
The rise of business mobile took place in the mid noughties with the insurgence of BlackBerry. Its encrypted messaging function BlackBerry Messenger (BBM) introduced the concept of business mobiles into many companies, offering features we see in modern unified communications (UC) systems, such as file sharing and the option to create groups.
However, recent years have seen decreasing investment in dedicated business mobiles, with longer replacement cycles and a move toward ‘bring-your-own-device’ (BYOD) policies, where employees use their own smartphones for business communications. BYOD offers both cost and time-saving benefits, as employees are able to use an interface they are already familiar with. However, dedicated handsets are preferable to BYODs with regards to security and staff satisfaction.
The issue with BYOD policies is that personal devices can present a cybersecurity threat due to the mixing of personal and business data without sufficient protective measures. It is difficult for companies to monitor and enforce security updates and app downloads on personal devices, and employees may be reluctant to report security threats as they want to avoid having their personal device accessed by the company.
Moreover, mobiles purchased solely for business purposes can result in better work-life balance for staff. Expecting employees to use their own handset can lead them to feel as though they must be contactable outside of their scheduled working hours, which could cause issues when trying to attract and retain Gen Z and millennial employees. Data suggests that younger workers place a higher importance on work-life balance when compared to previous generations, with recent studies showing performance improves as a result of better work-life balance.
So, how can mobile resellers convince companies to swap BYOD policies in favour of dedicated business handsets?
Making business mobile appealing
According to data from GfK UK’s Tech360 survey, a quarter of Brits who purchased a new device in 2023 opted for a second-hand or refurbished model. The research also shows that consumers will only purchase a new device if the features offered are innovative enough. Given the increasing cost pressures facing SMEs, it is likely that this attitude will hold true for many businesses too.
Many business customers will be looking for 5G-ready devices. With speeds up to ten times faster than 4G connectivity, 5G allows for faster downloads and reduced latency. 5G also offers increased capacity, meaning as many as one million devices per square kilometre can connect to the network. For businesses located in bustling city hubs or those operating at large-scale festivals and events, 5G is a necessity.
Moreover, as each the ‘Big Four’ mobile operators of Three, O2, Vodafone and EE are currently phasing out their 3G services, a 5G-ready handset allows businesses to futureproof, avoiding the need to repurchase when their current mobile setup becomes obsolete.
Providers should also consider highlighting the cost-saving benefits of business mobile plans. For example, while personal mobile plans vary in data allowance, business plans can offer a shared pool for employees. This feature not only improves flexibility, but can also reduce costs, as businesses avoid paying for data they do not use.
Additional offerings
Aside from hardware, providers can also offer Mobile Device Monitoring (MDM) software for customers that employ BYOD policies within their business. Designed to be installed onto individual personal handsets, MDM packages allow IT administrators to remotely enforce security updates, as well as removing company data from lost or stolen devices. Offering an MDM service means that providers can attract customers who may not be in a financial position to take out a contract for dedicated business handsets, but still want to benefit from the flexibility and communication advantages business mobile offers.
In order to remain competitive, resellers should also consider how mobile can be offered as part of a wider business comms package. At Crystaline, we also provide a range of business broadband and leased line connectivity services, VoIP packages and Internet of Things (IoT) solutions. We find that customers are attracted to our ‘one-stop shop’ solution, as it saves time since they only have to contact one provider in the case of service issues or outages. Additionally, this means business owners have less licenses and contracts to manage and renew.
Smartphones play a huge role in many aspects of our lives, and business comms is no exception. Although replacement cycles have grown longer and BYOD policies have become more prevalent, there’s still a market for dedicated business handsets. But having a product offering that’s both extensive and innovative is essential for resellers to remain competitive.
About the Author
Kristian Torode, Director and Co-Founder of Crystaline. Crystaline is a UK-based telecommunications provider offering business mobile, voice, data, cloud and unified communications services to small and medium sized businesses.
Through partnership with top communications providers, Crystaline supports businesses in keeping up with fast-paced technological developments, with a focus on delivering exceptional customer service and technology without the jargon to help businesses grow. To discover Crystaline’s range of business handsets, SIM cards and MDM packages, visit the website.
