Best Buy goes live with 110 handsets

Best Buy goes live with 110 handsets

Mobile is at the forefront of Best Buy’s strategy, with 110 live phones on display at its first store in Thurrock.

Best Buy’s head of mobile and connected world, Ross Yealland, told Mobile: ‘Mobile is really important to us. We are focused on smartphones and we have a 100% live offering.’

However, he added that the company’s mobile offering includes everything ‘from a £4.99 Nokia through to an iPhone’.

The new store, which opens today (Friday 30 April), offers all the networks and manufacturers, as well as content for the devices, in a ‘third screen’ strategy.

The ‘connected world’ is a big theme within Best Buy, fuelled by products such as gaming with live consoles, Virgin Media broadband demos and a TV area with a stage showing live HD sports and Sky on the mobile.

Yealland said: ‘We are going to offer everything. This year we are going to open between eight and 10 stores. Mobile is key. People think why would we do that with Carphone [Warehouse] near, but it’s about bringing it together.’

He added: ‘We want to grow share and benefit through the group’s scale. We think we can grow the market overall.’

The only brand linked directly with Carphone is the Geek Squad, which has an extended remit to cover home audio and TV installations.

Best Buy’s ‘blue shirts’ and ‘Geek Squad’ agents do not work on commission of any kind, in a bid to focus on service and impartial advice.

The store has six areas: Mobile/connected devices; entertainment such as games and movies; home theatre such as TVs; home appliances; portable sound and vision; and green tech. There is also an Apple store within the store. has been live for two months, but products will not be transactional online until the end of the year.

Written by Mobile Today
Mobile Today


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