The Retail Telecommunications industry is one of the most complex and competitive retail markets in existence. Balancing the continuous need to gain market share by attracting new subscribers while simultaneously maintaining current ones is a daunting challenge. Compound this complexity with a portfolio of products whose sales lifecycles last an average of no more than nine months – that is, if its demand is not unexpectedly leached by a competing product of its own or its closest competitor – and it becomes clear why accurately forecasting demand and maintaining reasonable inventory levels to reduce inventory costs often prove difficult to manage.

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