AWA launches AWA Franchise Network

Stan Beer
Thursday, 25 January 2007 14:08

IT Industry - Strategy

Australian ICT service provider AWA Limited is establishing a franchise network. The new franchise network will offer a new and extended range of services and capabilities direct to home consumers and small businesses.

The AWA name is an Australian corporate icon and in March 2006 AWA acquired another well known Australian service company Telefix which focuses on supporting home entertainment technologies.

“We believe that there is currently a lack of quality technology services available to home and small business customers,” said Mark Rainbird, managing director AWA Limited.

“The convergence of IT and home entertainment products is already happening and the networked home is not far away. Many people however are intimidated or frustrated at the thought of installing, integrating and making it all work. So where they do they look for help?” said Rainbird.

“At the moment it is a very fragmented market – there are no reputable, well known national service suppliers that people can turn to. This is why we acquired Telefix last year as a stepping stone. We already have a national infrastructure of repair centres, call centres and logistics in place supporting our corporate customers.

 “The other part of the equation however is providing the right sort of service. Our corporate technicians operate in a professional but unobtrusive manner. The home consumer is looking for something different – they want friendly, helpful advice. They also often want support outside of business hours and they want you to show up when you say you will,” added Rainbird.

The AWA Franchise Network will consist of both Mobile Services and Service Centre franchises. Each AWA Mobile Services franchise (owner/operator) will be granted a clearly defined marketing territory and will operate primarily as an on-site repair technician. The AWA Service Centres will be AWA branded premises and operate as ‘back to base’ repair locations. Franchisees will offer customers set appointment times and after hours’ service if required. Some additional work may also be allocated to the franchise network from AWA’s existing corporate service contracts.

“After 18 months of research and development and several pilots, we are convinced that an owner/operator model is the only way to go in the home market. The person providing the service needs to own the customer and have an entrepreneurial spirit.

“What AWA brings to the equation is its service infrastructure, its trusted brand and the discipline and support of a professional franchise structure, so there is confidence that the technician is properly trained, reputable and can draw on significant back up resources if necessary,” said Frank Tuohy, AWA General Manager Franchising.

“Initially we are launching the AWA Franchise Network in Sydney and Melbourne and plan to expand into other states later in 2007. We are currently focusing on recruiting and training franchisees who will be able to meet AWA’s high levels of service delivery,” added Tuohy.