To compete with big brother Best Buy Mobile, Future Shop has rolled out its version called “Cellshop” with the tagline “all your cell phone needs under one roof”. The object is to help frustrated customers who are looking to purchase a cellular product get clear and unbiased advice. The only major difference is the “Certified Cellular Product Experts” at Future Shop will be on commission, and the Best Buy “Mobile Phone Specialists” are not on commission. Also, both stores will now carry the Apple iPhone.
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