Enabling the Bundle

Reselling service is one thing, but in wireless, it can get messy considering handset configuration, value-added services and content, not to mention the development and support of sales channels. MVNOs and carriers looking to present a whole package for their customers can turn to fulfillment and distribution outsourcer Brightpoint Inc., which has launched Advanced Wireless Services to create and market high-value bundles of wireless devices, applications and services.

Working with Microsoft Corp., Sprint Corp. and others, Brightpoint is offering wireless operators and their sales channels a range of bundle items, including Windows Mobile-based Smartphones and Pocket PCs, activation services, software applications, wireless LAN infrastructure and services, VoIP solutions and wireless content. The distributor also will offer turnkey distribution and customized services to mobile operators purchasing devices with Intel’s XScale technology.

“In response to increasing enterprise demand for ubiquitous, high-speed mobile data products and services, we have been analyzing the smart device, wireless broadband and wireless content markets for some time,” says Mark Howell, Brightpoint’s president. “The launch of AWS is a natural extension of our existing capabilities, and is in line with our global strategic initiatives and provides an opportunity for growth.”

To sweeten the pot for MVNOs and others, Brightpoint is courting VARs and systems integrators to sell the bundles, effectively creating an outsourced channel marketing strategy for its clients. The company has created a VAR Mobile Activation Service to enable VARs to deliver a wide range of Windows Mobilebased devices to small and medium business customers, provide wireless activation services, and in turn, receive commissions from mobile operators, such as Sprint, partnered with Brightpoint. VARs can go to the MAS Web site to browse the portfolio and select the best packages for their customers, and Brightpoint will configure and deliver the handset directly to the end user.