Influx

A recent poll from NPD found only 24% of wireless purchasers found their experience at company owned retail stores either excellent or good.

Cellphone retail has the wireless operator’s arrogance written all over it. Most of the stores are based on a format created at a time when there was abundant share for everyone, when all they needed to do was open the doors and consumers came flocking in.

Given the accelerated rate of adoption and the intense competition for users, the retail experience is one area that an operator could use to develop some differentiation.

Some months back, Influx highlighted the interesting exploits of Japanese operator KDDI and its flagship store in Tokyo . A store that focuses on providing interactive experiences built around the company’s phones and software.

With the cellphone transforming from a basic mobile telephone, to a mobile multi-media and entertainment device, shouldn’t a cellphone company’s retail environment reflect the excitement of this world?