Success Story: from Teletape to TTfone - The Telegraph

Success Story: from Teletape to TTfone - The Telegraph

Amazon interviews the founder and owner of TTfone, Mr Ravi Daryanani. In the video Ravi talks about how Amazon has helped to increase sales and productivity over the many years of successful partnership. When Ravi Daryanani joined his father's retail business in 1999, neither of them imagined that what began as a video library in Kings Cross, London, would one day make mobile phones and sell them worldwide.

"We started focusing on mobile phones soon after I joined my father," Ravi explains. "I was quite young and I found it an interesting product – mobile phones were the latest gadget and here to stay."

At first they sold all their phones from Teletape, their shop on Caledonian Road. "In 2006, we had a thousand units of a particular phone model that was proving tricky to sell. We put them on Amazon and the stock sold out in just a couple of weeks, opening my eyes to the possibilities of online selling," says Ravi.

Over time, the father and son duo identified a niche in the growing and fast-evolving mobile phone sector. They decided to create their own mobile phone range for the elderly or the disabled, with features such as big buttons, clear displays, extra-loud volume and docking stations for easy charging. The TTfone range was born.

Ravi and his team, now composed of five people, soon decided to use Fulfilment by Amazon (FBA), a service that allows them to store some of their stock in Amazon warehouses. When the product is sold, Amazon takes care of the picking, packing and shipping, as well as providing customer service. Ravi's easy-to-use phones are now also making waves in new territories, selling on all of the European Amazon marketplaces.

"As we expanded internationally, it was becoming increasingly difficult for our small team to cope with the volume of orders. FBA gave me the chance to expand my business, as well as some breathing space. Before, I used to work till eight or nine o'clock at night, and my kids were fast asleep by the time I got home. Nowadays I get to leave on time and see them before they go to bed, which is priceless."