Tele2's Single-Brand Retail Network Accounts for 44% of New Subscriber Connections, Includes Mobile and Online 'Supermarkets'

Tele2's Single-Brand Retail Network Accounts for 44% of New Subscriber Connections, Includes Mobile and Online 'Supermarkets' Image Credit: Tele2

Explay, Nokia and Samsung were among the top most demanded devices at Tele2 stores in Russia. In a recent statement by Tele2, the operator said that in terms of prices, the most wanted devices were smartphones priced at up to 4000 rubles and mobile phones valued at less than 1700 rubles. During the first 9 months of this year, smartphones made up 25% of all devices sold across all its stores, added the company.

According to Tele2, its single-brand network is still the company's key retail channel, accounting for 44% of subscriber connections during the period.  Following the success of its stores in driving up its subscriber numbers, Tele2 said that it is planning to increase the number of its mobile supermarkets up to 650 by the end of this year and double this number by 2015. In terms of its single-brand stores and mobile counters, the operator said that there were 1500 of these at the end of September 2014.

Apart from mobile supermarkets and single-brand stores, Tele2's online supermarket which allows buyers to build their own package has been experiencing a strong uptake. Tele2 said that its saw an increase of 44% in the number of SIMS sold for the first 9 months of this year compared to last year. Apart from these channels, Tele2 is also leveraging the Russian Post and Federal Retail Chain such as Rospechat agency, Argumenty i Facty retail network, hyper and supermarkets of Eldorado retail chain to provide its connectivity kits. To date, the operator has more than 23,000 Points of Sale.

Roman Volodin, Chief Commercial Officer at Tele2
The Tele2 retail strategy is focused on achieving better performance of every point of sale and attracting subscribers who actively use mobile services. For this purpose the company is building up an efficient retail network by combining various channels. Tele2 is improving its approach to sales at single-brand stores. We are planning to launch a special software product that will provide switching to entirely automatic and standard processes in sales. Apart from this, we are inclined to develop mutually beneficial cooperation with key players in different market segments.


Ray is a news editor at The Fast Mode, bringing with him more than 10 years of experience in the wireless industry.

For tips and feedback, email Ray at ray.sharma(at), or reach him on LinkedIn @raysharma10, Facebook @1RaySharma


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