Concept stores

Mobile phone companies are breaking away from the 'box-selling' approach and shifting gears to 'concept' or 'experience' stores. Companies such as Nokia, Sony Ericsson and Motorola have recently set up such concept stores in the country, which allow consumers to "interact" with the phones and accessories and even personalize. They offer a total brand experience through live demonstrations by trained personnel who also offer advice on mobile phone related queries.

Few weeks ago, Motorola set up its Motostore - exclusive Motorola experience stores - in Mumbai and Bangalore.

The Motostore, which displays the entire range of phone and accessories, has different sections such as the bluetooth zone, the music zone and a section for entertainment and personalisation of phones- for ring tones, screen savers and etching/tattooing.

Source: The Hindu