Helio is putting its own spin on the wireless store concept, opting more for a hangout spot than a pure retail spot. The MVNO's flagship store will open in Santa Monica, Calif. this fall.
Helio's branded stores are being designed with its target customer in mind - affluent 18- to 32-year-olds. To that end, the retail spots will feature lounges as well as entertainment pods that enable customers to experience and sample live devices.
The stores also will be open to young people who just want to hang out, according to Helio. Store visitors will have the ability to access their MySpace account, play a multi-player game and watch high-quality videos.
In addition to the Santa Monica store, other outlets are planned for New York, Denver, San Diego and Palo Alto early next year. Additional major market openings are in the works, but Helio emphasizes that openings will occur in markets where its community resides.
In June, the company unveiled a plan to keep more disposable income in the pockets of its subscribers. The "Turn in. Trade up. Cash out." program gives customers the chance to receive cash for their old consumer electronic portable devices. The program covers old MP3 players, digital cameras, phones, PDAs and so forth. The service is a one-time offering to each customer, but Helio says there is no limit on how many items can be submitted.
Helio is a joint venture between EarthLink and SK Telecom. Service launched in May.
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