RadioShack Adds T-Mobile

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Fort Worth, Texas - RadioShack has added T-Mobile to its wireless carrier roster.

The nationwide provider of wireless voice, messaging and data services will join RadioShack's current post-paid carrier assortment of AT&T, Sprint Nextel and Verizon's Alltel unit, effective Aug. 19. The retailer presently offers T-Mobile subscriptions and services online only through an arrangement with Simplexity, an authorized T-Mobile dealer.

T-Mobile's national coverage, which is capable of reaching more than 268 million U.S. consumers, will allow it to be offered in more than 4,000 RadioShack stores.

The addition is part of the CE chain's "ongoing strategy to increase its authority and share in mobility and connectivity," it said.

"We are excited to partner with T-Mobile and to provide our customers with an expanded assortment of innovative products and wireless plans that deliver quality and value," said RadioShack chairman/CEO Julian Day. "Our mobility strategy is rooted in customer advocacy, and allows us to offer the best solution for consumers' needs across multiple carriers, plans, phones and accessories."

About 30 percent of RadioShack's annual sales are generated by its wireless business, which faces increased competition from Best Buy's freestanding and in-store Mobile shops and an expansive network of carrier-owned stores.

RadioShack said its drive to increase its carrier roster responds to three important trends:

  • The need to stay connected is the greatest it has ever been as a   majority of U.S. consumers enjoy the mobility of wireless technology.
  • Consumers want choice and rely heavily on retail stores and knowledgeable sales associates when making decisions about wireless handsets and service plans. Retailers must be able to offer unbiased solutions in order to be truly customer-focused.
  • The recent increasing functionality of handsets has dramatically raised consumers' expectations for greater selections of innovative and adaptable mobile devices.

As part of the pact, the recently announced T-Mobile MyTouch 3G Android-based device is expected to be available in RadioShack stores on Aug. 19.

Doug Chartier, senior VP/sales at T-Mobile USA, said, "Through our milestone partnership with RadioShack, T-Mobile's presence in national retail stores expands nearly twofold, giving millions more people the opportunity to readily access our products and take advantage of the tremendous value T-Mobile provides its customers. By combining T-Mobile's innovative devices and great value with RadioShack's knowledgeable sales representatives, we expect customers to have an excellent in-store experience." 

In other RadioShack news, the retailer announced a partnership with seven-time Tour de France winner Lance Armstrong to form a new American Pro-Tour cycling team. Beginning in 2010, Armstrong will compete for Team RadioShack as a cyclist, runner and triathlete in events around the world, including the 2010 Tour de France. RadioShack will also sponsor Armstrong's Livestrong Challenge Series, a 5K run/walk and cycling ride held in four U.S. cities to support the fight against cancer.


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