We've heard numerous times at how Best Buy Mobile sells phones with instant rebates as opposed to mail-in ones. Best Buy is planning on making some aggressive changes in order to obtain a 15 percent market share in phone sales. As of Q4 of 2008, Best Buy Mobile's market share grew to 3.2 percent; up from 1.9 percent the year before. Additionally they are going to open 40 more stand-alone stores throughout the country this fiscal year. Brian Dunn, who formally became their CEO on Wednesday, wants to focus on devices that offer “connectivity” and experiment in different store layouts. On top of those instant rebates, they were the first retailer outside of AT&T and Apple stores to offer the iPhone 3G. This is all pointing towards the magic number of 15 percent market share.
source: Wall Street Journal