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CEA Research Reveals Secrets To Satisfying Wireless Customers


New Report Details “Dream” Wireless Retail Experience

Arlington, Virginia - 1/3/2007 - Creating the ideal wireless purchasing experience is well within the reach of retailers, according to a new research study released today by the Consumer Electronics Association (CEA®). Previous CEA research found that only 39 percent of in-person wireless purchasers were “very satisfied” with their buying experience. CEA’s Defining the Dream Wireless Retail Experience study incorporated in-depth interviews with recent retail wireless purchasers and online journals of consumers shopping for wireless handsets at retail stores in order to unearth strategies to improve consumer satisfaction with their purchasing experience.

“In its purest form, the dream wireless experience is a well-managed, well-stocked store staffed by expert, attentive salespeople with honesty and integrity,” said Steve Koenig, senior manager of industry analysis at CEA. “It seems simple, but, like so many things, it really boils down to the execution. The results of this study read like a textbook for wireless retailers, written by their customers.”

Wireless handsets account for 12 percent of the $139 billion in total shipment revenue estimated for the CE industry in the past year. However, untrained sales staff, long lines and inventory problems are common issues that can make the wireless purchasing experience frustrating for consumers. Defining the Dream Wireless Retail Experience focuses on four critical areas for wireless retailers: The Store, Salespeople, Processes and Products.

“With so much revenue at stake and competition from online merchants increasing, it’s critical that retailers understand and respond to what consumers say they want. The results of this unique study demonstrate that delivering the ideal purchasing experience is quite achievable,” said Koenig.

Defining the Dream Wireless Retail Experience (December 2006) is based on a survey conducted in September 2006. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA®). The complete study is available free to CEA member companies. Non-members may purchase the study for $999 at

The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the consumer technology industry through technology policy, events, research, promotion and the fostering of business and strategic relationships. CEA represents more than 2,100 corporate members involved in the design, development, manufacturing, distribution and integration of audio, video, mobile electronics, wireless and landline communications, information technology, home networking, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA’s members account for more than $125 billion in annual sales. CEA’s resources are available online at, the definitive source for information about the consumer electronics industry. CEA also sponsors and manages the International CES - Defining Tomorrow’s Technology. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.


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