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Nokia looks beyond the carriers

April 27, 2006

Influx has written in the past about the sorry state of wireless retailing. Our perspective is the carriers are letting themselves down by not creating retail experiences that help them to educate the consumer. One of the consequences that we didn’t predict was that the handset manufacturers were feeling the same way.

Nokia has just announced plans for its first US store, located in 5th Avenue, New York.

The store set to open at the end of this year, will sell the complete range of Nokia’s devices including ones that aren’t available through the carriers. It appears that the store will serve a number of purposes; as a branding tool, as an education facility and as a store for the early adopter and fashion junkie, who will not just to be drool over the latest technology, but also buy it.

It remains to be seen how the carriers will react or retaliate to Nokia’s plans and which other handset manufactures make a move into the retail space.

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