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Omani operators race to expand retail channels

There are more than 30 strategic distributors of Oman Mobile products and the operator has strategic plans to continue improving its distribution channel.

Oman Mobile has expanded the number of sales outlets for its products to 12,000 across the country, reflecting its efforts in the last year to improve its market presence. The incumbent operator had only 40 such outlets in the lead-up to the entry of competition in March.

"The points of distribution in different regions of Oman play a vital role for Oman Mobile. They are the arteries that throb with life and provide our subscribers with the services in Oman's different regions,” says Saleem Abd Al Lateef, head of distribution channels in the marketing and sales division. "The points of distribution play a pivotal role in Oman Mobile. They receive the cards from Oman Mobile and then distribute them to other outlets and commercial shops on a regular basis,” Al Lateef adds.

There are more than 30 strategic distributors of Oman Mobile products and the operator has strategic plans to continue improving its distribution channel. The operator has more than a million subscribers in total, while new entrant Nawras counted more than 100,000 as of the middle of July.

Nawras has around 500 of its own points of sale and around the same number operated by third-party resellers. The operator launched with 450 locations where users could buy its welcome packs around the country. At the end of July, the operator appointed its 500th distributor, highlighting its continuing drive to make its products as accessible as possible to as large a proportion of the population as possible.

“So not only did we break the mould of the traditional way of doing business here by saying you do not have to come to one of our own shops, we have said, look we understand we’ve listened to you customers, we’ll put our shops where you actually already go shopping,” says Ross Cormack, Nawras CEO. “In other words we will sell our products on the shelves in the shops that are already your favourite places where you go to purchase anyway.”

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