Hands-on experience takes mystery out of buying mobiles

Mobile telephones are becoming increasingly sophisticated, and expensive, meaning intelligent purchases require both expert technical advice, as well as pre-purchase experience.

"With hundreds of mobile phones on the market, deciding on the one that is right for you can seem daunting. Axiom offers professionally-trained, instore advisors who are equipped with the knowledge and insight to assist customers, providing them with all relevant information and taking the guess-work out of choosing a phone,"

says Matthew Ramljak, Axiom Group Retail Manager.

There are certain features of a mobile phone that top a buyer's checklist. These include the voice calling and message functions, memory capacity, battery life, price, and the phone's general look and feel.

If considering a mobile phone as a treat for the festive season, it is most important to identify the key functions that are required. Ensure that the mobile has the specific features needed - whether its a camera, music or connectivity - and avoid spending money on ones that will not be useful. Upgrading to a phone with photo and video capabilities is a good way to capture special moments during the holiday season.

Technical features that must be evaluated include the battery life of the mobile, in order to determine how many hours of both talk and stand-by time are available before the phone requires re-charging. The memory capacity of a phone allows it to function as a storage device; keeping contact details, messages, music and images.

The display and sound of a phone are of primary importance and experts agree that as they vary greatly from phone to phone it is essential to experience them in person. The display should be easy to read in different lighting conditions and allow for simple navigation. Also, consider the quality of the colour and resolution as this is increasingly important if the phone is used for imaging and video. The phone must be loud enough to suit your environment and have easily-adjustable volume.

Axiom's new stores, opened this year, include interactive experiential zones that give customers the freedom to experience 'live' phones that have been loaded and charged with the latest software.

"Our experiential zones enable customers to, essentially, try before they buy. Live demonstrations by our mobile advisors showcase the various functions and applications so customers know exactly what they will be getting by choosing the particular phone," says an advisor at Axiom, The Dubai Mall.

Axiom at The Dubai Mall also houses three key zones, Photo, Music and Business enabling customers to physically test applications. In the photo section customers can download and print images from their phones via Bluetooth, while the music section boasts live demonstrations of music functions and the business section focuses on the latest business phones and applications.