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Telecom looks to catalogues to boost mobile sales

By Phil Boeyen, ShareChat Business News Editor

Saturday 15th July 2000

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Telecom is joining forces with an Australian company to sell its mobile services via catalogues and direct mail.

The tie-in with Aussie listed Mobile Innovations is the first time Telecom Mobile has entered a direct marketing arrangement.

It's also the first time Mobile Innovations has headed overseas. Its core business is as a direct agent provider for Vodafone in Australia.

Mobile Innovations new CEO, Jonathan Marchbank, says his company already has access to a database of over 400,000 kiwi homes through its sister company in New Zealand, catalogue-retailer Innovations.

"We'll be using traditional direct marketing methods that have worked well in New Zealand, but have not yet been applied to the mobile phone market - such as affinity marketing, direct mail, as well as a nation wide TV and print advertising campaign."

Mr Marchbank says he expects the kiwi market to be cashflow positive in less than a year.

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