Axiom drives retail expansion with interactive concept store for mobile devices

Axiom, the largest mobile wireless retailer in the Middle East with sales revenue for 2004 of Dirhams 2.5billion and over 200 retail outlets across the Middle East, is targeting to have 500 points of presence across the region by the end of 2006 with Saudi Arabia leading the expansion.

The flagship concept store located in the Ibn Battuta shopping mall leads Axiom's major investments in upgrading its retail operation as part of the company's drive to consolidate its position as the region's leading retailer of mobile wireless communications products and services.

Faisal Al Bannai, CEO and recipient of the Sheikh Mohammed Young Entrepreneur title, said: "It's our goal to drive wireless mobile connectivity in the Middle East and that can only be achieved if consumers receive the right advice and are shown how to get the most from their mobile," said Al Bannai.

"The concept store reflects our vision of the future of seamlessly integrated wireless mobile communications, while delivering expert advice to customers and providing leading edge, value for money products and services.

The focus of the new concept store is on creating a 'user experience' featuring a gaming video wall and specialist 'lifestyle' bays dedicated to What's Hot, multimedia, wireless imaging and business wireless mobile solutions.

The Ibn Battuta store concept will be rolled out to five other Axiom outlets across the UAE by the end of the year.

"As mobile devices lead in the wireless communications convergence race, the introduction of our new concept store clearly demonstrates our unwavering commitment to 'look to the future' and deliver knowledgeable, insightful advice appropriate to individual customers who can, for the first time, to try before they buy," commented Al Bannai.

Axiom is the fifth largest exporter of Nokia handsets globally and forecasts sales revenue for the current year of Dirhams 3.5 - 4billion.