Web Site Promotes Professional Installers of Mobile Electronics

The most common model of an online retailer has been on that promotes a low price and then ships products to the consumer via UPS. That's not a bad model for the sale of commodities, but what about products that are complex, constantly evolving, and best sold along with professional installation? The mobile electronics industry now has a web site that not only answers common questions and offers information about 75 brands of products, but also utilizes suggested retail as the price and supports the current authorized dealer base by directing buyers to a local installer. The site, MobileToys.com, features a database of mobile electronics products, vehicle specifications and local retailers. It offers a "virtual showroom" paired with a dealer locator. Transactions can be made online, but all products are delivered and installed at local retailers. The site's creator, also named MobileToys.com, is based in Danvers, MA. MobileToys.com evolved from Sound Solutions, the company responsible for the Mobile Audio Installation Directory (MAID2000). MobileToys.com was launched in 1998 and was endorsed in February by the Consumer Electronics Association's Mobile Electronics Division. "The mobile electronics industry is expanding rapidly in scope and scale," said CEA President and CEO Gary Shapiro. "The educational content on MobileToys.com is in keeping with our efforts to provide consumers and industry professionals with information about this growing category of products." HOW IT WORKS Visitors to MobileToys.com are led through a selection process based on their mobile electronics needs and their vehicle's specifications. After making their selections, consumers are invited to make a purchase and have it installed by a local retailer who participates in the CEA's Mobile Electronics Certification Program. We strongly believe mobile electronics products must be installed in order to ensure customer satisfaction, product performance and safety," said Bob Fields, vice president and COO of MobileToys.com. "Without installation, the only thing a web site (or store) can rely upon is a discounted price. As my friend Eddy Kay says, 'Discounting is going out of business on the installment plan." "No other Internet solution offers the consumer the option of local dealer support," he added. "We require it and are quite happy assisting our dealers obtain and retain these local customers. Local dealer service ensures the utilization of the current distribution channels established by the manufacturer, including the important representative/dealer relationship." The "clicks and bricks" business model helps prevent trans-shipping. Suppliers are typically authorized by manufacturers to sell products in a specific area, Fields explained. When a supplier ships products outside of this authorized area, that's trans-shipping. This is controversial because virtually all trans-shipping involved selling at a discounted price. "Without installation, catalogs and web sites can only compete on one thing: price," Fields said. "This devalues the technology, products and skill sets required to ensure the products' proper and satisfactory operation." For dealers who wish to participate, there are several options. First is a dealer locator. This tells consumers of MobileToys.com authorized dealers in their zip code area that meet the criteria selected. The consumer may then call or stop by the dealer. These referrals are free to the dealer. Second, there are "hot leads." Consumers who visit the web site will have the opportunity to select a product, input their vehicle, and say they would like to be referred to a dealer in their area. For each of these "hot leads," the dealer pays a referral fee. Third, there are internet transactions. Consumers can purchase products and installation online through a partnership of MobileToys.com and the local retailer. The products are sold out of the retailer's inventory. MobileToys.com coordinates the transaction. For each transaction, the dealer pays a transaction fee. Finally, there is a direct link with the dealer's own web site. Consumers who visit the dealer's web site may become interested in purchasing a product. MobileToys.com can create a link from the dealer's web site to MobileToys.com so that the customer can buy products and the installation via the dealer's web site. Here, too, the dealer pays a transaction fee. MobileToys.com authorized dealers must have two years installation experience, employ MECP-certified professionals, have a dedicated mobile electronics staff, provide a lifetime installation warranty, have Internet access and an e-mail address, and provide an industry reference. They must be authorized by the manufacturer or their representative to sell, service and install each brand represented to MobileToys.com and must not trans-ship any product unless otherwise authorized by the manufacturer. HOW IT DRAWS VISITORS To bring consumers to the site, MobileToys.com has started to implement strategic alliances. These currently include Autobytel.com, which accounts for 45 percent of all online vehicle sales, and Bobby Likis's Car Clinic Radio, which reaches more than 4.5 million listeners over the airwaves and the internet, Fields said. "MobileToys.com is perfectly positioned to provide the industry with a one-stop solution to promote, sell and install the newest, most exciting digital technology while still providing consumers the education and confidence required to purchase even a necessary but mundane security system," Fields said. "We provide the best of both worlds: expanded and diverse Internet consumer access and local dealer support."