With the recent acquisition of mobile phone comparison site rightmobilephone.co.uk by broadbandchoices.co.uk, we spoke to Michael Phillips, MD of broadbandchoices.co.uk to ask him a few questions about what the addition of this new technology means for the brand.
Congratulations on the recent acquisition of mobile phone comparison site, rightmobilephone.co.uk. This is exciting news for the telecoms industry and particularly, the performance channel. Can you provide some details behind the reason for the purchase?
The advent of 4G and cloud based services means mobile has become just as important to consumers as fixed-line broadband and television services, so it was a natural evolution to add mobile to our suite of comparison services – all we needed was the right platform.
We strongly felt the technology behind rightmobilephone’s website would give us the platform we needed to deliver something genuinely unique to our customers in all territories. Not only that, it would also help us keep pace with market developments across multiple territories. For example, Spain is miles ahead of the UK in terms of quad play bundling. Acquiring rightmobilephone will allow us to adapt to each market as appropriate, whilst still allowing us to pursue our mission of becoming the European destination for finding customers the best communications and entertainment services.
As m-commerce continues to soar, what insights can you provide regarding how the changes in the way users browse and purchase on mobile devices has affected your business?
Since launching our brand campaign via TV advertising back in 2012, we have seen a significant increase in the amount of direct to site traffic we receive. A lot of these visitors are coming to our site via a smartphone – usually whilst they are dual-screening.
Having acquired rightmobilephone’s platform technology, you are now looking to launch your own mobile comparison solution. How does this specifically play into your overall online development strategy and how will you leverage this new technology?
We are currently working to launch a mobile tariff/handset comparison service into all our territories starting with broadbandchoices.co.uk (UK) and Comparaiso.es (Spain) and expect these to go live in the coming months. Our business is structured so we can leverage our European presence to deliver the best solutions locally so each territory will have a service tailored to them.
We are also busy working on a project to refine our proprietary comparison technology, leveraging the proposition from rightmobilephone to make improvements that will revolutionise the way customers can make decisions on their communications and entertainment services.