A leading mobile phone retailer is branching out into computer,
internet and electronic goods in what it bills as a completely new
approach to selling convergent services and technology. Warrington-based
Martin Dawes Telecommunications, which claims to be Europe’s biggest
independent mobile phone service provider, has opened the first of a
network of shops called ”Breathe”. Located at the Crown Point Retail Park
in Leeds, Breathe’s product range also includes digital cameras, TVs,
video, hi-fi and home cinema.
Its USP is Breathe’s intention to offer multimedia packages in a much more
personal and educational way than traditional electrical retailers.
This comes in response to ”extensive research” showing that most people
lack confidence in choosing and using new technology, despite being aware
of its usefulness. Breathe’s staff, or ”guides”, have been trained to
provide maximum reassurance and minimum pressure.
Breathe will also offer a ”convergent” form of billing which allows
customers to pay, for example, for their mobile phone, internet
connection, TV rental and fixed phone all in one.
A Breathe spokesman said that despite all the added-value emphasis, the
retailer should still be ”price competitive” with the likes of Dixons and
Breathe’s shop design reflects the unusual retail approach with a ”wall of
discovery”, showcasing new products, and a 4.5m high video wall, which
mixes promotions with internet demonstrations.