“Darn close to 100 million Americans don’t have a cellphone yet,” says Mort Rosenthal, a man who wants to change that. “They don’t know where to start! Which store do I go to? Will I get sold just the hot new thing? As a consumer, I think we find buying a cell phone to be a pretty miserable experience.”
In classic see-a-need-fill-a-need fashion, Rosenthal, the former CEO of a billion-dollar software distribution company, is building a new retail chain called IMO (“Independent Mobile”) with the sole intent of making cellphone shopping easier.
His goal is to lure customers with a promise that they’ll be able to walk in, have their needs assessed, test drive as many handsets as they like, and then walk out with their favorite phone already activated and customized: contacts in place, e-mail set up and speed-dial programmed.