6/18/2010 11:51:00 AM
Phones 4u and RIM team up for ‘BlackBerry Zone’
Phones 4u and BlackBerry have teamed up to create the UK’s first ‘BlackBerry Zone’. The ‘zone’ – on the first floor of Phones 4u’s flagship store on Tottenham Court Road – opens today (18 June).
The first floor of the shop has been transformed to showcase BlackBerry’s full range, with areas designed to allow customers to ‘experience’ and ‘interact’ with BlackBerry products.
The opening of the retail space for BlackBerry is a first for the manufacturer in Europe and represents its ongoing strategy to target the consumer side of the market.
Phones 4u is understood to be the biggest selling BlackBerry consumer seller in the UK, and is in the process of completing a refit of its entire store estate.
Guests of the two companies were shown the new area last night. Phones 4u CEO Tim Whiting, retail development director John Welsh and RIM VP of channels, Jacqueline Cooper, were there to talk about the new partnership.
Welsh said: ‘We are delighted to be working closely with RIM on this project, which presents us with an opportunity to extend our already market-leading BlackBerry smartphone range to our customers.
'This is about how you build a BlackBerry and customise it to do the
things you want. The Phones 4u staff here have been on intensive
training and are very competent with the products. This is absolutely
Cooper said: ‘We have worked closely with Phones 4u on its BlackBerry Zone project to help build a compelling, interactive and customer focused experience that marries our joint mobile expertise and reputations.
'Phones 4u staff are very highly trained. The new space is complementary to the experience we want to achieve.’
The ‘BlackBerry Zone’ helps customers to understand BlackBerry apps, messenger, gaming and music through interactive hubs. The area will be supported by Phones 4u staff, who have been specifically trained on BlackBerry.