"Vending machines are what the dealers want"
By Chris Leonnard

MOBILE retailing could be revolutionized by innovative vending machines for handsets, accessories and airtime vouchers after unprecedented interest from dealers.

Phonevending has already released machines to Orange retail outlets and is receiving interest from other European networks. Although independent dealers weren't initially considered as customers, they were so enthusiastic that Phonevending is changing its strategy to accommodate them.

Julian Rooney, Phonevending's managing director, claimed that his company's stand was the success story of a recent trade show, with crowds of dealers eager to adapt the technology for their stores.

He said: "There was phenomenal interest from dealers, and I thought it was a sensational show. We'd initially been aiming at the networks but were surprised at how many independents showed an interest.

"Because we never previously publicized our machines we thought no-one would know about them, yet everyone who came to the stand asked why nobody had thought of this before. I hadn't realized the scale of demand and it'll take several weeks to follow up on all the enquiries."

The expected rise in demand for GPRS, and later 3G, phones should lead the public to approach specialist retailers. Rooney claimed that his machines could reduce shrinkage and help dealers to provide better customer service by saving congestion at sales counters.

Rooney said: "With these machines we're trying to help shop staff concentrate on giving advice and we can deal more quickly with customers wanting vouchers or accessories."

Orange, which has already adopted the machines for selling airtime vouchers, would seem to be fully behind Phonevending. A spokesman said: „"All our new stores, of which there will be one or two a week, will be equipped with these machines. Although we sell etop-up vouchers and no accessories through them, we are looking at expanding what we can sell.