In an exclusive arrangement, specialist camera reseller, Camera House, has started selling Optus pre-paid camera phones.
Optus pre-paid multimedia messaging (MMS) mobile handsets will be sold nationally.
Optus Mobile managing director, Allen Lew, said the partnership provided unique retail opportunities for both companies.
“Convergence between the camera and the mobile phone has created a new consumer product that lends itself to a specialised retail approach,” he said.
Initially, Optus is only selling its pre-paid MMS mobile phone range and recharge cards through Camera House.
The logical step for Camera House, which in the past has not dealt with mobile phone products, was to align with a telecommunications carrier to offer camera phones, according to Germaine Graham from Optus corporate affairs.
“The location of Camera House outlets and connections in the market was the main reason for Optus partnering with it,” she said.
However, Graham said that many of Optus’ traditional pre-paid channels would continue to distribute the pre-paid camera phones. Camera House would only stock the Siemens MC60.
The traditional pre-paid mobile phone outlets are Optus resellers with the inclusion of Australia Post shops.
The Australia Post outlets were big sellers of Optus pre-paid products, Graham said.
“Our present resellers will continue to sell the pre-paid camera phones,” she said. “None have been replaced by this partnership with Camera House. It is more an approach to link mobile phone technology with a camera retailer. Camera House best suited the needs of the company [Optus].”
The camera phone market is aimed directly at the younger generations.
The Optus partnership was expected to help Camera House build a younger customer base, Camera House CEO, John Maclay, said.
“The relationship gives Camera House access to a younger customer [base] and enables us to introduce them to the fun of photography via new technology,” he said.