Case Study on a Page

Gen 7 Network, a Total Wireless Master agent with 22 locations across the US — a mix of owner- and sub-agent-operated stores — is in high-growth mode.

The business only started in August 2024, and jumped from five Total Wireless stores in November (two corporate, three sub-agent-operated) to the 22 it has as of early April 2025. And this number is only increasing. 

Han Hwang, General Manager of Gen 7​’s Western Region, said that the sophistication of the iQmetrix solution suite and all its functions and features has created some steeper learning curves. But once he and his team at Gen 7 had mastered all those ​“bells and whistles”, he said, thanks to ​“the amazing account managers at iQmetrix, who are there to help us with anything and everything,” the superior functionality has been absolutely worth it.

Visibility Into the Sub-Agent Channel

Aside from all the expected functionality of iQmetrix solutions as a point-of-sale (in conjunction with VidaPay) and a robust retail management system, one key benefit to a master agent is the unparalleled visibility created by the multi-tenant database. Also known as the ​“single database,” the multi-tenant database has all the sub-dealers’ store databases feeding into it, giving the master agent a single source of truth and full visibility into the sub-agent channel. 

As new sub-dealers join and stores open, the new locations are onboarded inside the shared database. This means the sub-dealers can use the rich configurations controlled by their master agent, which speeds up the launch process exponentially — which is great for the rapid onset of new stores. 

This database gives the master agent real-time insight into all aspects of the sub-agent retail channel, including sales, activations, inventory levels, and more — allowing them to report back to Total Wireless on their entire organization. For the sub-dealer, their view of the database only shows their own store or stores, so they can only see their own inventory, reporting, and sales.

Hwang said this database is an essential tool for Gen 7 as a master agent. ​“We get to see everything, right from inventory to sales to all the data that we need to find, and it’s very organized. As a master agent, with sub-dealers across the United States, we can’t individually manage every agent, every day. But it’s our job to see what they’re doing. We look at how their sales are doing through their invoices, or how many lines that they’ve sold that day, or what kind of inventory they’re holding and keeping, among many other things.”

Uplevelling Sub-Agents’ Operations

Taking this a level deeper, it’s not just the data and reporting that matters, but what the master agent then does with that information. Hwang explains that this kind of data gives the Gen 7 the opportunity to coach and guide their sub-agents to uplevel their performance, or to solve problems in underperforming locations.

Hwang explained, ​“Even if they don’t reach out to us, we can reach out to them and say, ​‘Hey, these phones are better sellers than these phones, from our experience. How come you guys are not holding on to such phones?’ Or we see something out of the ordinary on an invoice, we can ask, ​‘Hey, what happened here? Do you know how you got here?’ And if they don’t realize what they did, then we’ll go over it with them and backtrack to see what happened. It’s a good way to keep track of everything that’s going on, and we get to see these problems at a higher level, even if the dealers themselves don’t immediately see them.”

Hwang added, ​“We often go out to visit stores and check up on them, but we can’t be everywhere. This is a tool that really helps us do that from the comfort of the office.”

Hitting the Metrics

With the Total Wireless head office expecting metrics and KPIs to be met by all its locations — for which Gen 7 is on the hook when it comes to their own stores and that of their sub-agents — having a full set of reporting across all locations in real time is invaluable.

Hwang said, ​“One of my most-valued tools is the performance metrics reporting that iQmetrix offers. We get to see pretty much everything — all the sales that are happening, all the activations, all the numbers very easily. This is great, and it works extremely well. It’s very easy to see everything, and to filter and adapt if we need to, as there are various metrics that we need. We might need to know how many activations are done or sometimes we want to see how many bring-your-own-devices are done in terms of activations. This really helps us to keep track of us hitting those metrics correctly. And if we’re not on pace with what Total Wireless has set as our goal, we can figure it out.”