The company expects its more learned sales representatives to sell more smart phones, accessories and downloadable content such as music.

The company started holding training courses for its staff last month, according to Puttachart Rangkasiri, TWZ managing director.

The company has asked network operators such as Advance Info Service (AIS) to help educate its staff on current technologies and the benefits of their functions. It has also brought in marketing experts to train them how to sell products and universities to certify staff who have already passed through the training process. Employees who complete the training course will receive shirt pins so customers who visit Telewiz shops will know whom they can consult.

Puttachart said this would help its sales staff to better identify mobile phones with functions that fit their customers' needs. This may discourage a customers from buying a basic phone that just sends and receives calls or more hi-tech handsets because they were influenced by advertisements or trends without knowing how to use them.

Staff can also help consumers who experience problems with their cell phones due to confusion over certain advanced technologies.

At the same time, TWZ expects its training programme will help it move more smart phones because customers will better understand the special functions of them. This in turn should convince customers to buy accessories to fully enjoy the phones, said Puttachart.

The company also sees a bright future in selling content that can be downloaded to mobile phones. Pottachart said that current technologies allowed users to download music quickly for Bt20 to Bt30 per song instead of buying a whole album.

He said Telewiz had an archive of music for downloading. Customers have to pay Bt30 per song. TWZ staff receives 10 per cent of each download as a commission.

AIS has also appointed TWZ to open a "push phone" system, which alerts mobile phone users when they receive new e-mail. The company charges Bt70 a month for the service.

TWZ currently has 35 Telewiz shops in Bangkok. Puttachart expects by the end of the year to open shops outside of Bangkok for the first time in Khon Kaen, Nakhon Si Thammarat, Chiang Mai and Phitsanulok.

TWZ has also signed joint-venture contacts with other mobile phone shop chains. TWZ plans to expand through take-overs, joint ventures, appointing new dealers and providing management services to mobile phone retailers.

The company sees good potential in the last quarter of the year because many mobile phone companies and network operators usually conduct heavy promotions.

Nitida Asawanipont

The Nation