Telstra and Google create Androidland store

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Telstra and Google create Androidland store

Android gadgets suffer from lack of dedicated retail spaces like Apple Stores, carriers could come to rescue

By CAROLINE GABRIEL

Published: 4 December, 2011

READ MORE: Australia | Handset | Android

Nvidia CEO Jen-Hsun Huang pointed out recently that Apple's biggest advantage over Android tablets was its network of high impact retail stores. In the virtual retail world, Amazon has a similar ability to showcase its Kindle Fire to maximum effect. Makers of Android devices often lack such a platform, having to battle for a visible spot in the stores of retailers or operators. However, carriers may come to their rescue, as seen in Australia, where incumbent operator Telstra has launched Androidland, the first store space to be created in collaboration with Google to aim for an Apple-like experience around the Android gadgets.

Google and various device vendors - Samsung, HTC, Sony Ericsson, Motorola and LG - worked with Telstra on the dedicated space within its stores, and the search giant expects carriers around the world to make similar moves. As mobile devices evolve into computers, customers expect greater levels of detailed knowledge about the operating system and applications than in the past, as well as the chance to handle devices and test software in-store. Telstra's first Androidland, in its flagship Melbourne store, covers 154 square meters and offers interactive technology, games and on-site experts.

Warwick Bray, executive director of Telstra Mobile, said it was the first time a cellco had worked with Google in a dedicated Android retail presence. "Over the past 12 months we've seen a huge growth in the number of customers coming in-store and asking us about Android phones and tablets," he said. "The result is a world first collaboration that goes beyond conventional product displays by allowing visitors to get hands-on with a range of popular mobile services and apps."