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Telco retail stores are increasingly moving away from the basic, functional store layout. In its place are stores of the future or concept stores that place customer-centricity at the core. This report examines telco retail store trends and transformation strategies, drawing examples globally.


  • Telco retail stores are here to stay as they remain the top location where consumers transact with telcos, despite the trend toward online stores and self-service channels. The key reason is that customers need a lot of hand-holding to understand telco products and services, get service, and get technical support. All these are best done in-store by trained staff.
  • There is no one-size-fits-all retail store strategy. Telcos in mature markets are exploiting existing and new technology tools and analytics to deliver a better and more personalized customer store experience, while those in emerging markets are focusing on getting the basics right, including expanding their retail footprint.
  • Seamless omnichannel remains years away. Telcos’ transition from multichannel to omnichannel is progressing, but slowly due to the complexity and scale involved. Most telcos are years away.

Features and Benefits

  • Analyzes the forces driving telco retail store strategy and compares different regional approaches to retail store transformation.
  • Examines the evolution of telco retail stores and the use of in-store technology tools to enhance the retail store and omnichannel experience.

Key questions answered

  • What are the telco retail store strategies in developed and emerging markets?
  • How will telco retail stores evolve?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • The changing face and substance of telco stores
  • Developed markets telcos on fast lane in store transformation

Market dynamics

  • Adapting telco retail stores to the modern consumer
  • Becoming more than just mobile phone stores
  • Telco retail store strategies vary widely

Market outlook

  • Fewer but more sophisticated retail stores
  • Retail store staff to grow in importance
  • Acceleration toward retail store+
  • Customer insights through in-store tracking


  • Methodology
  • Further reading
  • Author

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