News
Carphone Warehouse ups content drive
Stuart O'Brien Apr 13 2006, 12:45pm
Carphone Warehouse online subsidiary One Stop Phone Shop has unveiled an ambitious new offering in preparation for a future in which 'content will drive handset sales'.
The Phonearcade.co.uk portal soft launched in the UK last week, led initially by games product but with a further 300 lines of content due to be made available over the Easter weekend. A complementary WAP site set to come online in two weeks.
Though the LHM Media-powered portal is initially mobile-centric, One Stop Shop's head of sales Glenn Warrington told ME that the final incarnation of Phonearcade.co.uk will service all devices capable of accepting a digital download, such as Sony's PSP handheld console.
The current soft launch line-up will shortly be followed by a PC games and utilities download service, with full track audio and video streaming for both mobile and PC in the pipeline.
All content is available on a pay-per-download basis, with the company opting to sidestep subscriptions citing recent controversy the model has attracted.
"We realise that as content gets richer it will become a key driver of handset sales," said Warrington. "Phonearcade.co.uk is a fresh, brand-led approach to content retail that won't confuse or hoodwink the customer."
One Stop Phone Shop and Phonearcade.co.uk are separate trading entities from the Carphone Warehouse bricks 'n' mortar retail chain, though it is reasonable to assume the parent will be keeping a close eye on how the new venture performs.
