| 4th October - Sony Ericsson today announced plans to open
its first dedicated store in central London enabling consumers
to touch and try Sony Ericsson products, learn more about new
features and applications first-hand in a relaxed, fun environment.
The store, which will open at the end of November, will be located
in Kensington High Street, one of London’s prime retail
locations.
The new store will provide consumers with a warm and inviting
environment where they can come to interact with the Sony
Ericsson brand, ask questions and feel comfortable to experiment
with new products, services and applications. Specially trained
expert staff will be on hand to assist visitors who will also
be able to purchase new Sony Ericsson phones, accessories
and PC cards connected to a wide range of operator networks
as part of a contract, prepay or upgrade package, thanks to
a cooperation agreement with Carphone Warehouse who will operate
and manage the store.
At street level, 7,300 feet will be dedicated to creating
a best-in-class consumer experience bringing all Sony Ericsson’s
products to life through demonstrations showcasing the product
line-up’s music, imaging, gaming and connectivity capabilities.
Emphasis will be placed on visitors to the store gaining hands-on
experience with the products. Special customized events and
promotions will target different categories of phones users,
from established Sony Ericsson fans to potential new customers
who have yet to experience the Sony Ericsson brand.
The basement level of the store will be customized to give
Sony Ericsson new customer and corporate meeting and demonstration
space, reflecting the need for additional central London facilities
as the company grows to fulfil its ambitions of becoming one
of the top three global mobile handset manufacturers.
“Today’s announcement is another exciting step
in the growth and development of Sony Ericsson. Coinciding
with the celebration of our 5th anniversary and announcement
of the new Sony Ericsson brand treatment, the opening of a
dedicated Sony Ericsson store in the heart of London will
give us the opportunity to interact directly with our customers
to better understand their needs and create even more appealing
and consumer-focused products going forward” said Miles
Flint, President of Sony Ericsson.
“We are extremely pleased to be opening this first store,
which will offer consumers a new Sony Ericsson retail experience
with all the benefit of a regular mobile phone store. Consumers
will be able to come in, try products in a relaxed state-of-the
art retail space, experiencing the very best of the Sony Ericsson
brand, and then purchase or up-grade their phone just as they
would in a regular store,” explained Salvatore D’angelo,
Head of Global Retail at Sony Ericsson.
The Sony Ericsson store in London will reflect the new brand
elements announced today in conjunction with the company’s
5th anniversary celebrations, and be the first of a number
of similar retail spaces offering a fully Sony Ericsson branded
experience in key cities throughout the world.
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