A Mobility Watch reader named Wes wondered why he couldn’t locate the Motorola SLVR L7c phone, which had been announced by Sprint as coming soon, back in November. He’d gone to the Sprint website, and his local Sprint store, and saw nothing.
He was going to the wrong place.
Everybody knows that if you want a Sprint phone, you don’t go to Sprint. You go to Best Buy.
Huh?
It turns out that the MOTOSLVR L7c is a Best Buy exclusive. It is unavailable from Sprint stores or Sprint’s own website.Â
Here’s the deal. It would seem that Best Buy is so big, so important to Sprint’s marketing strategy, that Best Buy is able to convince Sprint to make certain handset models available at Best Buy exclusively. These models won’t even be available at Sprint stores. Probably not ever.
If you’re working for Sprint and being judged on how many cell phones you can sell, this ought to make you crazy. Why should the big retailer down the street get an offering from your own company, that you yourself can’t offer?
Then again - Sprint needs to have a presence in the big retail stores, because its competitors are there. Sprint has had more of a business-focused client base and it especially needs to reach out to Joe Consumer, who shops at Best Buy, Circuit City, etc. Sprint probably has no choice but to offer exclusives like the MOTOSLVR to Best Buy in order to keep that relationship and get shelf space, alongside Verizon and Cingular.
And Sprint may make more money in the long run letting other retailers sell its phones, than it makes selling them in its own stores.
This is the “Wal-Mart” effect: Give in to the demands of the mega-retailers, because in the end you can’t survive without them.
Whatever the case, it’s confusing for customers who don’t get to see a cellular provider’s entire product line without having to go to multiple websites or several different stores.
But once you find the product, the good news is, the price is often lower at the big retailer than it would have been at the company store. The $59.99 deal Best Buy is offering for the MOTOSLVR from Sprint beats the heck out of the $99.99 price Cingular charges for its MOTOSLVR on Cingular’s own website.
Sprint, Best Buy, Cingular Wireless, Verizon Wireless, Motorola, MOTOSLVR L7c, Wal-MartÂ