Allphones hits over 50 stores in one year


Allphones of Australia formalized its entry in the Philippine market after finding out that the country was one of the highest users of data (in all forms whether through mobile devices or fixed-based PCs) but with the lowest sales of smartphones.

The company opened its first office outside of Australia in the Philippines in April of 2013 and is hitting over 50 stores when it reaches its first anniversary next month.

Its stores can be found from Santiago in Isabela (up north) to Davao (down south) with most of its outlets focused in malls where foot traffic is heavy and security isn’t much of a problem.

Within this year, the company is opening in Koronadal, in Gen. Santos and Bukidnon in Mindanao and as far north as Cauayan, Isabela.

Its entry was understandably in small malls first because it was yet an unknown brand of one-stop retail stores for most brands of cellphones, gadgets and accessories.

Currently, Allphones carries 11 brands of phone manufacturers and has exclusive arrangements for postpaid lines with Globe.

In Australia, Allphones is a retail chain of 13 smartphone operator brands in that country plus devices, accessories and gadgets related to mobile communications.

What makes Allphones different from other smartphone retail outlets is that when a customer goes inside a store and experiences the different brands of mobile telco before even making a decision, he has wide choices of an operator brand, a device, just a phone or an accessory, said Blue Avelino, chief operating officer and general manager of Allphones Philippines.

Diversified TaoDharma Inc. is the exclusive licensee of Allphones Australia in the Philippines while Allphones Australia partnered with Globe as the exclusive postpaid provider, being the leader in postpaid for several years aside from its network modernization program from 2G to 4G technologies.

Allphones Australia saw the tremendous opportunity for smartphones in the Philippines and the huge data usage (unlimited internet and social media). Even with five million users of Facebook, the Philippines smartphones penetration is just at 10 percent despite the fact that for the past three years the smartphone growth in the Philippines had been at double digits, Avelino told the Tech Times.

A major contributor to the increased smartphone penetration is that telco networks introduced postpaid plans with a free phone attached to the plan.

Since Allphones carries many brands, consumers need not go through the motion of going from one brand boutique store to another to be able to make an informed choice. They can just go to Allphones and try out all the available brands and gadgets there. But the phones can either have a postpaid plan with Globe or an open line, Avelino said.

Allphones has sales consultants who are engaging and would provide technical advice to buyers, especially for those with vague idea of what to buy. There are stores that would also carry tablets, which is growing very fast right now.

The target market of Allphones is anyone with an ear, finger and sight for a good phone who love to experience different brands and know each of them before making a final buy. The 11 brands Allphones stores carry know that the sales consultants would not push any particular brand, Avelino said.

In every shop of Allphones, there are six or seven sales consultants plus the store manager. Ideally, the store size is 45 to 50 sq.m. enough for people to try out the gadgets.


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