Business Model
The wireless phone industry is characterized by the continuous and frequent introduction of new model handsets with design changes, new operating features, and enhancements that limit the ability of all but a few of our competitors to compete with the range of accessories we offer, especially by having them available for purchase soon after the phone manufacturers introduce their new models.
We offer our resellers three full product lines which provide low, middle and premium price point choices for end users to purchase.
In addition to being quick to market on accessories for new phones, it is necessary to have inventory for some handsets for 1 to 2 years because of their continuing popularity in certain parts of the country that do not follow the latest fashion trends.
Because of the rapid pace of new handset introductions, retail sales people find it hard to keep current on which accessories are compatible among various brands and models. We help solve this problem by making available a monthly chart of phone and accessory compatibilities to our customers who are agents of Verizon, Sprint/Nextel, T-Mobile, AT&T, U.S Cellular, Metro PCS, Cricket and other second and third tier carriers.
Management Discussion of Factors That Have Affected Our Sales Growth
In 2011 and 2012, we significantly expanded and developed direct distributor relationships with several popular branded industry leading cell phone accessory manufacturers, such as with Otter Products, LLC (“OtterBox”), enabling us to offer a broader array of product in line with the industry trends, particularly to smart phones and higher quality brand name products. In 2012, sales of OtterBox products resulted in 54% of our revenues and in 2011, sales of OtterBox products resulted in 24% of our revenues.
In the fourth quarter of 2011, we added a third Point of Sale company as a customer for which we integrated our real time inventory with the customer’s accounting software package in order to enable their wireless dealer locations to order more efficiently from our website and/or participate in our tailored Vendor Managed Inventory program, “VMI”.
In 2011, we also added our first significant VMI customer with over 40 operating retail stores.
During 2012, we substantially upgraded our VMI program, added to our staff, and brought in $7 million of revenues to the Company from new customers added as a result of the VMI program.
In May, 2012 we introduced our own private label cell phone accessory line called Upwardly Mobile Accessories or “UMA” which is tailored to the expanding Smartphone market. We proceeded to launch the full product line in early fall of 2012. Sales of the UMA products during 2012 consisted of approximately 1% of our revenues and we anticipate increased revenues from sales of UMA products in future periods.
Employees
As of June 30, 2013, Wireless Xcessories Group employed approximately 83 full time persons divided into accounting, sales, vendor managed inventory, customer services, graphic design, purchasing/product development, MIS, quality control, and warehouse picking and packing.
No employee is covered by collective bargaining and we consider our employee relations to be excellent.
Competition
The aftermarket wireless accessory industry is both competitive and fragmented. There are a number of local and regional distributors who import a significant portion of their products from the Far East, and there are 10 or more national distributors. In addition, many manufacturers sell and fulfill directly to distributors or retailers.
Barriers to entry for distributors are low assuming one wants to market a limited product line. We believe that it would require a large investment in inventory, quality assurance, packaging capabilities, sales training, purchasing, and marketing to effectively compete with the total program we have developed.