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P4U prioritises in-store 4G education

James Barnes
August 29, 2013

Retailer claims less then half of consumers don’t understand the benefits of 4G

Phones 4U is to shift its in-store focus onto explaining the benefits of 4G to coincide with the rollout of 4G services by Vodafone and O2.

The two operators switch on their services today (August 29), with Vodafone’s 4G initially limited to parts of London, while O2 will launch in London, Leeds and Bradford.

Phones 4U said that its own research showed that awareness of 4G was high, but only 39 per cent of consumers were confident that they fully understood the capabilities of a 4G service.

Phone 4U chief commercial officer Scott Hooton said: “Today’s another landmark day for 4G. While it’s great to see more choice in the market, consumers still don’t understand the benefits of 4G.

“Our own research found that while 90 per cent of people are aware of 4G, only 39 per cent are confident that they fully understand the benefits. Each available proposition is really strong, so our focus in-store will be fully demonstrating the capabilities to customers in dedicated experience zones to really bring the 4G experience to life and better inform their purchase decisions.”


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