You probably already know that mobile phone retailers are falling over themselves to better each others deals. You will see many websites and high street shops advertising free or discounted line rental offers for 6, 9, 12 even 14 months.So how can
dealers make these seemingly crazy offers? First, you need to understand how
dealer gets paid and how
mobile phone industry works (just a little bit). The dealer gets paid by
network, based on what price plan (tariff) he connects
customer to; a higher price plan means more money for
dealer.
Dealer Profit
Then
dealer must pay for
cost of
phone. A high quality and expensive phone means less profit for
dealer. The difference between
tariff commission and
cost of
phone gives
dealers gross profit.
However,
dealer must then pay any cashback money from this remaining commission. The dealer basically is 'betting' on how many customers will claim their cashback money after
stated 6th/12th month (or as given);
lower
percentage of customers that claim,
higher
dealers profits. The higher
percentage claiming,
closer
dealer comes to going bust!
It is a fact that many are actually offering deals to customers that do not make them any money at all, and may make a loss. So how can they make this work?
Retailer goes bust without paying customer
The worrying problem is that some do not make it work, and have gone bust. Less reputable and unstable companies have not got
balance right and had to pay out so much cashback that they simply do not have
money in their coffers to pay, and have closed shop leaving
customer without their cashback money.
In 2004 Mobile Republic went into administration allegedly for this very reason, and left many customers without their cashback.
Take
benefits of cheap offers but miss
problems