O2 has unveiled a new strategy aimed at strengthening its retail position in the fast-coverging UK mobile and IT markets.

In particular, the move will see O2 move away from being a mobile phone store to a 'connected solutions provider', one that it claims will "seamlessly link the worlds of the contemporary home and future technology".

Seperately, O2 has also refeshed its mobile broadband offering.

The first part of the retail repositioning will be a multi-million pound revamp of its High Street stores, with 150 set to be overhauled by the end of 2009.

This will see the introduction of live connected technology demos, with the retailer stocking a variety of accessories including headphones, speakers and printers.

The scheme will also see the telecoms giant revamp its training scheme, with the firm doubling its training budget with the intention of introducing 'O2 Gurus', who will be rolled out in 25 stores before the end of the year.

The first store to undergo the refit was O2's Manchester Arndale centre store.