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.