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Telstra launches world-first Android store in Melbourne
Telstra has today launched Androidland a world-first store
within a store that showcases the latest Android™
smartphones and tablets.
Unveiled at Telstra's flagship retail outlet in Bourke
Street Melbourne, the 154 square meter space brings
together interactive technology, games and on-site experts
to explain the features of Google's popular Android
operating system which now powers some of the world's
leading smartphones and tablets.
Warwick Bray, Executive Director, Telstra Mobile said it
was the first time a mobile carrier had teamed with Google™
to create 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. With Androidland we wanted to
create a retail environment like no other that helps us to
answer customer questions in a fun, interactive way.
"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
found on Android devices," Mr Bray said.
John Lagerling, Director, Global of Android Partnerships
said Telstra's Androidland is a fun way to help Australians
learn about Android phones and tablets.
"Australians have gone crazy for smartphones over the last
year, and we estimate that each month, hundreds of
thousands of Australians buy a smartphone. Chances are that
a smartphone is on the Christmas list of someone you love,
and Telstra's Androidland has plenty of ideas and tips," Mr
Visitors to Androidland will be able to:
Board the Android spaceship - An interactive spaceship
zone allows visitors to pilot the Google Earth app on the
giant screen and fly across the world; play Angry Birds
on a big interactive screen; and create an Android avatar
that can be printed or shared.
Have fun in the play zone - Visitors can sit under a
pixel tree and play with live devices; try their luck on
an Android skill tester and clown machine and flick
through a virtual library of Google Books.
Get expert advice - Android experts, specially trained by
Google, will be on hand to help customers set up their
Google accounts, recommend popular Android Market™ apps,
answer questions and to help customise device
Get hands on with the latest Android devices - Visitors
will be able to try out a wide range of working Android
smartphone and tablets.
Window shop like never before - Customers will be able to
interact with a massive 24 x 9 metre window display that
features an augmented reality game challenging visitors
to catch Android robots drifting in a virtual snowfall.
Mr Bray said consumers were increasingly looking for an
interactive shopping experience where they could try out
live devices and get advice from experts before making a
"From the moment customers walk through the doors of
Androidland they'll be transported into an immersive retail
environment that's as much about having fun as it is about
researching your next phone."
Androidland was built in collaboration with leading Android
handset makers Samsung, HTC, Sony Ericsson, Motorola and LG
and is a temporary installation. Telstra will use customer
feedback to test whether similar installations are
introduced to other stores across Australia.
Androidland opening hours
View a slideshow of the launch
Androidand is located in the heart of Melbourne at 246
Bourke street (corner of Swanston & Bourke streets).
Weekday opening hours: Monday to Thursday 8am - 6pm and
Friday 8am - 9pm
Weekend opening hours: Saturday 9am - 6pm and Sunday 10am -
Google, Android and Android Market are trademarks of Google
Mobile: 0407 709 654
Reference Number: 379/2011