The New Normal & The Wireless Consumer

Not too long ago WiFi was a foreign word. Today it seems like everyone is connected on the go. And it's not just laptops and hotspots. Most of the handsets sold today have wireless connectivity. In fact it's getting harder to get a device that just makes phone calls. Studies show a huge migration to all-in-one devices where portability, functionality, and entertainment are the minimum requirements for even the low-end devices. Look at the facts: From April 2010-March 2011, major handset makers launched more than 120 new smartphones Mobile entertainment content and services (games, music, social media, etc) revenue projected to increase from $33.2 billion in 2010 to $38.4 billion in 2011.

More than 242 million of the handsets operating on wireless carriers' networks are capable of browsing the web.

From CTIA 50 Quick Facts (CTIA is the International Association dedicated to the Wireless Telecommunications Industry) When you consider that most family plans make it more affordable to give kids cell phones than to have a landline, it's no surprise that some experts claim there is over 100% penetration in the wireless marketplace. So where are the opportunities for wireless retailers? According to Dave Takushi, a Wireless Retail Area Developer in St. Louis there is a whole segment of consumers termed "value seekers." Given the current economic environment, employers and consumers from the middle-class (white and blue collar alike) are seeking connectivity at a great price, without long term contracts. Takushi has been in technology since 1997, currently owns two Wireless Toyz multi-carrier locations and has helped open multiple locations as Master Franchisee has noticed that consumers are less enticed by the typical free or discounted device with 2-year contract or upgrade and really analyzing what their own needs are. Generally, the value seekers look for: Mid priced all-in-one devices Unlimited data plans No contract or "pre-paid" plans To accommodate this group of no-frills consumer, Takushi has created an opportunity to partner with local entrepreneurs who understand the need to provide excellent customer service and affordable options to wireless consumers in this niche market. Takushi plans to open a handful of Cricket Wireless Premier locations in the St Louis market during the first two quarters of 2012. About Cricket by Generation Mobile: After ten years of serving local communities (and 54 million customers) Cricket's vision of providing affordable wireless service has gone national by offering Premier Dealer opportunities in select areas. Takushi has the foresight to embrace the opportunity to partner with Cricket and increase market penetration with its "no signed contracts, no limits" offering to today's value-conscious consumers.

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