Hamleys

Isnt it strange sometimes how one thing can lead to another?

Not so strange for SpiriTel Plc, though. With such a comprehensive range of telecoms products and
services, customers frequently start with one product from SpiriTel then go on to buy another, then
another, then another

Such was the case with toy retailer Hamleys, famous throughout the world for its seven storey shop in
Londons Regent Street, less famous for other branches throughout the UK and Denmark.
Hamleys made the call to SpiriTel, after a personal recommendation, when they identified that their
senior management team needed reliable voice and email communications whilst working abroad. Given
one week to implement a solution, prior to an imminent overseas trip for the management team, SpiriTel
successfully furnished each member of the team with a BlackBerry, well before flight departure time.
Impressed with SpiriTels response, Hamleys placed management of their mobile phones with SpiriTel
and, in return, were pleased to find an immediate tariff reduction of some 33%. At this point you may be
thinking that SpiriTel had more than satisfied requirements. Not so. In order to reduce the cost of calls
made by managers whist abroad, SpiriTel recommended and deployed RoamControl, a roaming SIM
solution that can cut the cost of overseas roaming charges by up to 60%.
With many years of managing mobile business communications, SpiriTel knows that its simple logic: if you
have staff working off-site, making calls from mobiles into head office, theres a pretty good chance head
office is making a good number of calls out to mobiles. As every Comms manager knows, office-to-mobile
calls can be expensive. In Hamleys case, and probably many other service-based organisations, these
calls accounted for more than 40% of their monthly bill.
This is where SpiriTel was able to demonstrate expertise in the specialist area of the GSM Gateway. The
device converts outbound landline calls to GSM transmissions and, in doing so, incurs charges at the
significantly lower mobile-to-mobile rates. The facility was deployed by SpiriTel as a managed service,
requiring no capital expenditure and charged as a fixed pence per minute rate. Very quickly, it became
apparent that expenditure on Head Office calls to mobiles had reduced by 16%.
SpiriTel has two fundamental strengths that make them such an asset to Hamleys, says IT Manager
John Smith.
Firstly, they have a breadth of experience across both voice and data solutions way beyond other
companies Ive worked with. This means that I can save a lot of admin time by a using a single, reliable

source for all my business communications. For example, we recently dealt with their data systems team
who deployed a 2mb data circuit between two of our stores and saved us over 25%.
Secondly, SpiriTel has a knack of providing innovative solutions that achieve cost savings far greater than
the conventional solutions offered by most other service providers. RoamControl and the GSM Gateway are
typical examples of this.

Founded in London in 1760, Hamleys plc was listed on the

London Stock Exchange in 1994 and remained a public
company for 9 years until 2003 when, with the support
of Baugur, the Iceland based retail group, Hamleys
management team took the company private. Over the
years, Hamleys has developed an international reputation
for choice, quality and innovation, demonstrated by the
flagship store on Regent Street where 7 floors are packed full
of toys and games, with live and interactive demonstrations.
Today, Hamleys is an internationally recognised toy retailer
with ambitious plans to further grow the brand and the
network of international stores.

SpiriTel is a leading integrated communications service delivering comprehensive portfolio includes calls, line rental,
telephone systems installation and maintenance, cabling, mobile, WIFI and IP solutions to customers that range from
SMEs to large multinational companies. With 30 years experience we have the understanding and capability to design,
manage, implement and support solutions that can help you address the challenges around improved customer service,
operational efficiency whilst simultaneously reducing costs.

For more information contact SpiriTel, a Daisy Group plc business, 18 King William Street, London EC4N 7BP
T +44 (0) 20 7160 0100

F +44 (0) 20 7929 5469

W www.spiritelplc.com