Telstra has opened what it claims is the world's first dedicated Android store, Androidland, as a 154sqm space within its Bourke Street Melbourne Telstra outlet.
Despite its massive growth over the course of the past year, one thing Android has been lacking when compared against its staunch mobile rival, iOS, is a flagship retail presence and themed shopping experience to compete with the slick and pervasive Apple Store juggernaut. Enter Androidland, a dedicated 154sqm Android shopping space which opened today, located within Telstra's Bourke Street store in Melbourne.
Androidland, which Telstra claims is the fruits of Google's first-ever retail partership with a mobile carrier to promote its mobile OS, is being presented as a big, fun and interactive way to explore and discover the Android universe, with on-site 'experts' trained by Google (sound familiar?) on hand to help shoppers out with any questions they have and walk them through the software and hardware.
The store will feature the latest Android phones and tablets for customers to have a play with, and a number of theme-park-esque touches have been designed to elevate Androidland above your everyday Kmart/Dick Smith shopping experience: an "interactive spaceship zone" lets shoppers play with Google Earth and Angry Birds on a giant screen; a huge 24 x 9 metre window display incorporates an augmented reality game for curious onlookers; and a play zone includes skill testers, clown games and a Google Books virtual library.