Earthlink recently announced a retail strategy that offers their municipal wireless broadband and other solutions through an unnamed retail partner. Utilizing a retail channel is increasingly becoming required to compete in today’s landscape. Both telecom and cable carriers are leveraging retail relationships to their fullest extent. AT&T recently announced expanding the role of their wireless retail presence. Cable MSOs continue to utilize retail channels through the likes of Circuit City, Best Buy and others.
Carriers who fail to have a retail channel may be at a disadvantage. The problem may be more acute for smaller carriers who operate in areas where appropriate retail partners exist, but smaller footprint and scale make it difficult to forge retail partnerships. While other sales channels are available and extremely relevant, including the web, retail channels continue to be attractive and should be exploited wherever possible.
For more info on Earthlink’s announcement, read this TWICE post.