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Microland To Take Up Germanos Role



Microland (MLAND) , the retail subsidiary of Altec tries to exploit the market gap left behind by the purchase of Germanos by Cosmote.


Microland is the only retailer cooperating with all three mobile operators, namely Cosmote, Vodafone and Wind. Microland executives said that 35% of mobile telephony customers do not wish to be bound by one company but prefer to choose their mobile operator according to their changing needs.


Microland wishes to tap this segment of the market. The company is expanding its network through franchise. By late 2007, the company had 61 stores in Greece (13 of them owned and the rest franchises) and it plans to raise their number to 100 in 2008. Its medium-term target is to operate a total of 230 stores in four years time.

According to the concept followed by Microland, it will run “smart” neighbourhood shops of up to 50 sq m, focused on telecommunication (mobile, fixed and internet). Online services will be used to minimise costs, keep product stocks low and provide high quality service.

In essence these are online stores with a natural presence, offering access to thousands of products that are not necessarily stored in the shop, said Kostas Tsikouras, the groups general sales manager.


Microland wants to exploit the potential created by the competition between mobile operators and the growth of the broadband market.

2007 was the second year of the implementation of Microlands business plan. Its sales grew 8.79% to €85.3 million while EBITDA decreased by 13.88% to €4.2 million and net income was 39.75% lower y-o-y, at €1.3 million.

Nikos Chrissikopoulos

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