Auchan will launch Monday its mobile telephony offer, with the goal of becoming the fourth mobile operator in France by end 2007, behind Orange, SFR and Bouygues Telecom. First player in large distribution to diversify in this area, it ahead of crossroads, whose mobile offering is expected for the beginning of the year next to the Orange network. Auchan has, himself, signed an agreement with SFR last spring to rent network capacity.
"We want to print our telephony activity with the same characteristics as those who have made the strength of the Auchan brand, by applying our sense of the discount, simplicity and service," warns Philippe Baroukh, Chairman of Auchan Telecom, a wholly owned subsidiary created for the occasion. Eleventh virtual operator (MVNO) to land on the French market, Auchan wants to believe that it is not too late: "With a 81 penetration, well below the average rate, the market is saturated, continues Philippe Baroukh". We want to be the first operator without network here in 14 months. "For the time being, Tele2 is the most important MVNO in France with more than 300,000 clients.
First a pre-paid offer
For, first on its 120 hypermarkets Auchan, where its tender, called "A-Mobile", will be distributed by 629 specialized vendors. Last year, 288 million customers are passed to the coffers of this sign. But the Distributor account also take advantage of his experience for ten years as a reseller of mobile offers of third parties. He opened more than 1 million mobile lines in 2005, allowing him to claim a 7 market share. Aimed first and foremost primo-homebuyers, Auchan begins with an offer prepaid before launching packages and accounts blocked "in the first half of 2007." Named "HyperLibre", the prepaid offer is charged 15 euros for the opening of the line, without commitment. The minute of communication costs 40 cents to the fixed and mobile in France, or "the least expensive price of the prepaid market.
The strength of a Distributor
The rate remains the same for calls to 40 foreign countries (Europe, Maghreb, primarily United States). SMS sending is charged 10 cents. Refill (from 10 to 35 euros) to buy in-store, by phone and, from December, on the Internet. The offer is launched with a dozen phones, sold 39 to 149 euros. Side content, a wap portal will open in December and 3 G services next year. "The tariff offer is not really discount compared with the competition, because the MVNO wholesale rates do not, said Vincent Poulbčre, analyst at Ovum." The impact of Auchan on the market take place especially in the power of its distribution network.
"Mobile telephony is in the heart of digital convergence and we are well placed to accompany this phenomenon", believes his side the Distributor. Mobile supply could be that a first step. "We do we ban not to look at other issues." "Internet ADSL is a track of reflection," he added. And this then that Darty is poised to launch its own triple offer (Internet, telephone and TV on ADSL).
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