Chunghwa Telecom Co (中華電信), the nation’s largest telecommunications operator, plans to restructure its distribution channels by opening at least 100 concept stores by the end of next year, company officials said yesterday.
“These concept stores will display more newly released mobile devices, such as smartphones and tablets. This will give customers more opportunities to try out and experience [these devices],” company chairman Lu Shyue-ching (呂學錦) told a media briefing.
The telecoms operator yesterday opened its flagship store — also its first concept shop — in Taipei’s Xinyi District (信義). It is also moving to set up shops in more accessible areas.
“Previously, the stores were either located in Chunghwa Telecom’s office buildings or close to government offices. However, from now on they will be located in -urban areas that are more convenient for subscribers,” Lu said.
The company expects to set up at least 20 concept stores by the end of this year and up to 100 by the end of next year, Lu said.
He added that renovating existing stores or building new shops in commercial districts were possible options.
The telecoms operator currently owns 320 directly managed stores and runs another 220 shops with its subsidiary, Senao International Co (神腦國際), the company said.
Apart from Chunghwa Telecom, Taiwan Mobile Co (台灣大哥大) and Far EasTone Telecommunications Co Ltd (遠傳電信) — Taiwan’s No. 2 and No. 3 telecommunications operators respectively — reopened their flagship stores in Xinyi -District yesterday. The three stores are located next to each other.
Far EasTone president Yvonne Li (李彬) shrugged off concerns about potential competition, saying it was a good marketing strategy to help boost customer traffic for the three telecoms operators.
Far EasTone plans to expand its regular chain stores to 200, from the current 152, while Taiwan Mobile expects its directly managed stores to rise to 250, from the current 200, officials from the two companies said.
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