Telia launches new distribution channel for mobile telephony

Telia launches new distribution channel for mobile telephony

Telia has started to co-operate with the company Retail and Brands to
sell mobile telephony services in a newly opened clothing department
called "NK B-Tween" at the NK department store building in downtown
Stockholm. Telia is the first operator in Sweden, and probably in
Europe, to sell mobile telephones and services together with fashion

Retail and Brands has 121 retail outlets in Sweden and owns the store
concepts SOLO, Champagne, Polarn O. Pyret, Blombergs and Saks. Retail
and Brands is also one of the major companies selling apparel at the NK
department store building in Stockholm.

Alternative distribution channels are new strategy
The first department combining fashion apparel and mobile telephony
services, NK B-Tween, targets a young group of consumers. The department
sells mobile telephones from Nokia, Sony Ericsson and Siemens - all with
Telia subscriptions - and fashion clothing from the labels Nudie, Puma,
We, Energie, Killah, Miss Sixty, Diesel, Fornarina and Svea.

"Clothing and mobile telephones are on the wish-lists of many young
people and the new department at NK gives us the opportunity to package
these products in an attractive way," says Indra Åsander, head of the
Consumer Segment at TeliaSonera Sweden.

"Mobile and Nudie jeans at a special price"
The business model allows new types of sales offers that will be
marketed to consumers in campaigns featuring both mobile handsets and
clothing. For example, NK B-Tween will be the only outlet selling
Siemen?s new designer telephone Xelibri.

"This is a new way to sell clothes and mobile phones. I am convinced it
will contribute to enhancing the experience for our customers and also
benefit both our industries," says Mikael Solberg, CEO, Retail and

All store personnel at NK B-Tween have been trained in the mobile phones
and services that are for sale at the department. Each employee is also
equipped with a camera phone. If they receive permission, the phone can
be used to photograph customers wearing different creations. The photos
are then shown on plasma screens on site in the department and on the
website, which is being launched at the same time as the
department. With MMS messages, customers can also send photos of
themselves in different fashion garments to friends and acquaintances in
order to get their opinion about the clothes they are considering to

>>> Photo material is available at:

For further information journalists can contact:
Håkan Ström, Press Officer, TeliaSonera Sweden, Consumer Segment,
+46 8 713 58 30,

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