Best Buy Mobile Completes National Expansion

MINNEAPOLIS--(BUSINESS WIRE)--Best Buy Co., Inc. (NYSE:BBY) has completed the nationwide rollout of Best Buy Mobile three months ahead of schedule, bringing all of its U.S. customers a better way to buy a mobile phone. The conversion of Best Buy’s 965 U.S. stores to Best Buy Mobile gives customers unprecedented choice of mobile phones, plans and accessories.

Customers have responded positively to the new mobile phone experience, as stores converted to Best Buy Mobile have seen a 10x year-over-year increase in higher-end, multimedia phone purchases, such as the Samsung Instinct from Sprint – offered exclusively at retail from Best Buy.

“Customers let us know quickly that they dreaded shopping for a mobile phone anywhere in the United States, whether with us or anyone else. Wireless customers are asking for more choice and more attention to their individual needs, and our new concept provides that,” said Shawn Score, president, Best Buy Mobile. “Where the new experience has been available, our customer satisfaction scores are through the roof – a direct result of the dedication and cooperation of thousands of employees in our stores and our corporate office to develop this unique and exciting set of customer choices and experiences.”

Best Buy Mobile was created as a joint venture with leading U.K. mobile retailer CarPhone Warehouse (CPW); the chain-wide conversion began in October 2006 and was completed this week, including more than 250,000 hours of intensive employee training, based largely on CPW’s industry-leading training programs in the U.K.

In May 2008, Best Buy and CPW agreed to form a new venture to expand the CPW and Best Buy brands throughout Europe, with Best Buy acquiring a 50 percent stake in CPW’s European retail operations.

Best Buy Mobile features one of the largest selections of carriers, handsets and accessories available anywhere, as well as a highly-trained staff to help customers make the most of their mobile phones. Best Buy Mobile locations feature more than 90 different handsets from nine carriers, and one of the widest assortments of accessories in retail. Employees undergo at least 80 hours of intensive training, as well as continuing education on mobile phone technology and trends.

“As the networks and the handsets become more capable of doing many different things, mobile customers want more help in making them work, and they are becoming more discriminating about the way the handsets look and how they function,” Score said. “They want to know that as change continues, they can go back to the store and get help and advice. That is part of our promise to them.”

A part of customers’ purchases is the Best Buy Mobile unique Walk Out Working™ program. Walk Out Working provides multimedia and smart phone set up and personalization – such as e-mail and data transfer – ensuring that the technology will be ready to use immediately.

At the core of the Best Buy Mobile model is intense staff development. Best Buy Mobile staff is hired exclusively for the wireless unit, meaning they serve customers only in Best Buy Mobile. Then, every employee – fulltime and part-time – undergoes dozens of hours of offsite and in-store training. They learn every handset Best Buy Mobile sells and the plans from multiple carriers. Training includes role play, testing and updates to keep up with trends and product launches. So far, the company has invested $10 million and completed more than a quarter million hours of training.

In addition, the company has opened more than 15 stand-alone Best Buy Mobile stores in shopping areas that currently do not have a Best Buy presence, such as mall locations.

About Best Buy Co., Inc.

With operations in the United States, Canada, Europe and China, Best Buy Co., Inc. (NYSE:BBY) is a multinational retailer of technology and entertainment products and services with a commitment to growth and innovation. The Best Buy Co., Inc. family of brands and partnerships collectively generates more than $40 billion annual revenue and includes brands such as Best Buy, Audiovisions, The Carphone Warehouse, Future Shop, Geek Squad, Jiangsu Five Star, Magnolia Audio Video, Pacific Sales Kitchen and Bath Centers, and Speakeasy. Approximately 150,000 employees apply their talents to help bring the benefits of these brands to life for customers through retail locations, multiple call centers and web sites, in-home solutions, product delivery and in our communities. Community partnership is central to the way we do business at Best Buy. In fiscal 2008, we donated a combined $31.8 million to improve the vitality of the communities where our employees and customers live and work. For more information about Best Buy Co., Inc., visit www.bestbuyinc.com.