Google-backed AndroidNation opened its doors last Friday, becoming the first Android experience store in the country. The outlet, located at Senayan City in Jakarta covers 136m2 and is aimed at popularizing Android in the local market as well as educating consumers on what Android is and what they can do with Android-powered devices. Established and operated by Indonesian retail phone giant Erafone, AndroidNation isn’t only geared for retail but it aims to be a community center as well.
Business Development Director of Erajaya Group Jeremy Sim said, “We provide knowledge to consumers about Android starting from the device, the operating system, as well as available content.” He remarked that while Android phones are getting popular, many are still not fully aware of what they can do with their devices. The store is established to assist those who want to learn more about using Android phones and tablets.
AndroidNation is not expected to drive massive sales of Android phones. It is positioned primarily to highlight Android as a popular mobile operating system and to show off the best of Android devices. According to Sim, over the next quarter, Erajaya Group will assess the performance of the store and depending on the feedback, it may open two more outlets, one each in Jakarta and Surabaya.
It cost USD 200,000 to establish the first store, Sim said on Friday to Kontan. Erajaya Group already operates 326 retail outlets across the country selling various brands of mobile phones and it recently acquired iBox, one of the largest Apple Resellers in the country, for USD 18 million.
In serving the community, Sim expects Android fans and Google enthusiasts to use the available space for community discussions, meetings, and workshops. With Google Indonesia’s offices situated just across the road from the mall, it might even be used by the company to hold informal public gatherings.
Decked in green and white, the store currently sells Android phones and tablets from seven manufacturers, Samsung, Sony, HTC, Motorola, LG, Dell, and Acer. Prominent models are displayed on the walls and tables for visitors to try and play around with.
AndroidNation also makes available these green cards that literally characterizes the different individual interests and match them with the apps that the characters might use. These can probably be considered as starter packs for those who are new to using apps in general.
For example, a business person which it calls Busy Budi, might want to use the following apps: Box, Evernote, File Manager, Indonesian Bank Rate, Office Suite Viewer 6, Task Manager, Olive Office Premium, and CamCard Lite Business Card.
Another character, Popular Putri, who is into socializing, would be interested in Facebook, Foursquare, Google+, Instagram, Twitter, Mig33, LinkedIn, and Path. There are plenty other characters such as Sporty Satriya (Sports), Winning Wira (Gamer), Fit Febri (Health and Fitness), Chatty Cathy (Communications), and more, that might help first time Android users check out the apps that they may be interested in. There is a barcode next to each of the apps on the cards that leads to the app’s page on Google Play
Aside from these character cards, there’s also an apps of the month card which highlights a selection of apps from Google Play chosen by the team behind the outlet. It looks like there’s an opportunity to use these cards for various purposes such as highlighting local developers, local apps, providing quick hints and guides, or even creating a game out of it.
The store unfortunately does not provide a repair service for damaged or malfunctioning devices although the staff would gladly help with most software inquiries and will assist in upgrading apps and system software to the latest available version.
You can view photos of the store from the opening day on our Tumblr.
