Supermarket chain Tesco has announced plans to include telecoms centres in its larger stores.
The first centre has been opened at the company's flagship Extra store in Slough offering shoppers a wide range of mobile handsets, landlines and accessories, as well as information on broadband internet services.
Staff at the centre, who will not be paid on commission as in most mobile outlets, have been trained as telecoms advisers to answer customer queries about internet access, home phone services and mobile phones.
Customers will also be able to use a 'mobile phone selector' device that takes their details and calculates the best option.
The move by the dominant player in the supermarket sector, with over 30 per cent market share, will be of concern to the likes of Carphone Warehouse, which has not yet seen significant competition in this sector.
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