Touring the country's most complete phone center
Touring the country's most complete phone center
Sudibyo M. Wiradji
Contributor
Jakarta
When it comes to cellular phone centers in Jakarta, many do
not miss ITC Roxy Mas. Although handsets are easily available in
malls or plazas throughout the city, ITC Roxy Mas has become
their favorite.
"Roxy Mas is the center for cellular phone's and therefore the
prices offered here are cheaper compared to those set at other
shops," said a guy who is about to buy one.
But for others with no financial constrains, ITC Roxy is the
place where they can find the latest models of certain brands
they enjoy. "Because I am a regular customer of a certain shop
(in Roxy), the owner will call me if there is any newly released
product and ask if I am interested in buying one," said one
customer.
Strategically located on Jl. K.H. Hashim Ashari, Central
Jakarta, the four-storied ITC Roxy Mas building is well
recognized as the largest and most complete cellular phone center
in the country. It is home to at least 500 shops selling new and
used handsets and accessories.
Many others, in collaboration with handset dealers offer
handset-fixing service. Several authorized service agents are
also found in the building.
Large-sized, attractively designed with eye-catching
advertisement boards, banners and pamphlets on mobile phones
decorate the exterior and interior of the spacious and air-
conditioned building, several of which are seen hanging on the
ceiling.
The handset shops occupy three floors of the building.
Although the first floor also serves as a showroom for cars and
furniture, many seem to visit Roxy Mas for handset-related
purposes.
Roxy Mas is always alive and busy every day, with visitors or
customers wanting to buy new or second hand, sell, buy
accessories or have their handset fixed.
"What are you looking for? Do you need the new or second hand
one?" Those are the questions commonly raised by shop assistants,
many young and pretty girls, to anyone coming closer to the shop.
The sight of a group of young and neatly dressed guys or
ladies walking from one shop to another to take a look at a
latest model of a particular brand is common there. Many are also
seen observing the price list of the mobile phones from one shop
to another, comparing the price to get the best one before they
are finally involved in bargaining.
A variety of brands and models are available there. They
include Nokia, Siemens, Ericsson, Motorola, Philip, Samsung and
Alcatel. The new and second hand ones as well as accessories like
leather covers, battery chargers and hand spree are on display
inside box cases, in front of which several chairs are available
to allow customers to sit comfortably during the bargaining. Also
available are colorful chases with funny pictures and vouchers of
telecommunication networks like Mentari, ProXL, Simpati and M3.
At Roxy Mas, you can find handsets at varied prices starting
from the lowest one at Rp 250,000 (about US$28) to the most
expensive one at between Rp 5 million and Rp 6 million. Prices of
cellular phones offered at Roxy are known to be somewhat cheaper
than those offered at other shops in town.
Although the association of mobile phone traders in the mall
set a standard price for every model of hand sets to prevent
unhealthy competition, the shops do not offer fixed prices and
allow bargaining. The price difference between the same type of
handset could reach Rp 100,000. Famous cellular phones bought by
traders from unauthorized distributors are usually much cheaper,
but they carry no warranty certificates.
"We buy the products (cellular phones) either directly from
authorized dealers or unauthorized ones," one trader said.
The products coming from the authorized dealers generally
carry warranty certificates and are more expensive than those
derived from the gray market or unauthorized distributors.
The difference in price between the items is dependent on the
brand and the shop. But on average, the handsets with no
guarantee are between Rp 100,000 and Rp 200,000 cheaper than
those of items with a guarantee.
"Here, the prices can change every day and even an hour. The
price that you see today may change tomorrow. It may slightly
decline or increase," said Mady, a shop assistant at Agung
Cellular, while pointing her finger at a list of a prices of new
and second hand mobile phones.
She said that when the demand of a certain brand is high and
the stock is limited, the price will increase. "So please buy now
because the stock is limited," she told a customer.
Besides selling to individual customers, mobile phone shops at
ITC Roxy Mas also sell their handsets to other phone traders
coming from outside Jakarta.
"Our shop can sell an average of 10 units cellular phones
daily. But on busier days, we can sell more," said Budi, owner of
AGAPE Cellular shop, who started to be engaged in the business
four years ago.
"When I first started in the business four years ago, there
were only about 200 shops. Now there are more than 500 shops
selling cellular sets in the mall," he said.
To attract customers, several shops offer bonuses in the form
of handset accessories like leather covers and hands free.
"Though we provide bonuses, we do not increase the price because
we set the prices based on the standard prices," said one shop
assistant at Agung Cellular said.
Many of the shops also offer delivery service to their
customers, a service which might not be offered by other shops
outside the Roxy Mas. The delivery service is usually provided to
customers who have established good contact with the owners. "We
provide delivery service to our customers. They just tell me
which brand and model they are looking for and if what they are
looking for is available, we immediately send it," Budi of AGAPE
Cellular said.