BURNABY, BRITISH COLUMBIA and TORONTO, ONTARIO--(MARKET WIRE)--Sep 29, 2008 -- Editors Note: A photo is included with this press release.

Walking from store to store, hearing one sales pitch after another is tiring. Customers know it, and Future Shop does too. That is why Future Shop, Canada's largest retailer and e-tailer of consumer electronics, is rolling out its solution for frustrated cellular consumers across Canada - Cellshop, all your cell phone needs under one roof. Future Shop's Cellshop will service twice as many customers over the year with upgraded in-store Cellular shopping departments, improved software for faster activation and dedicated, Certified Cellular Product Experts for advice.

Today's phones add more functionality to lifestyles. Whatever the lifestyle and budget, Future Shop has a phone to match. Whether you are a basic talk & text, a talk lots, mobile office or power user, Future Shop can match-make the perfect cell phone and plan.

Cellular Product Experts dialed-in with a degree from Cellular University

Customers will notice the difference immediately when they are greeted by one of over 400 Cellular Product Experts and given one-on-one unbiased advice on plans and phones matched to their lifestyle and budget. Each Cellular Product Expert will have attended Future Shop's extensive in-house Cellular University training program, after which they will be extremely qualified to give mobile advice to Future Shop customers on the over 100 phones and various rate plans from Canada's top providers: Rogers, TELUS, Fido, Virgin Mobile, Koodo, and Bell. The new dedicated Certified Cellular Product Experts will be available for customers at all times during store hours. Outside of store hours, customers can ask questions on Future Shop's online Community Forum and use the online guide to compare rates and plans.

"Today, cell phones are not just for talking - it is now about using their power to connect online to email, instant messaging, photo/video sharing, finding directions, among many other things," said Eric Park, Director of Merchandising. "Understanding how to use a cell phone to its full capacity can be challenging. By carrying all the major Canadian cellular carriers and over 100 phones, Future Shop has all your cell phone needs under one roof whether you want basic talk, a mobile office or a mobile infotainment phone with video and TV."

New University, New Hardware

Streamlined for customers, the dedicated cellular areas in Future Shop stores are being transformed into hubs of information on the latest phones, rate plans and accessories. Gone are the days of wandering strip malls and dozens of kiosks for cell phone add-ons that don't fit, or are designed for different models. Customers will be able to find everything they need for the phones they want in one area including top mobile accessories to go alongside the 100 different types of phones. www.futureshop.ca/cellular

Cellshop Consultation Areas for Cell Match-Making

Future Shop also knows that finding a phone and plan is only part of the work -- setting everything up can be a tedious and drawn out process. That is why Future Shop is rolling out Cellshop consultation areas in 12 stores in Vancouver, Toronto and Montreal and plans to roll out nationally over the year. Walking out with a cell phone good to go, has never been so easy.

"We are continually improving and evolving our stores and services to offer a better customer shopping experience. The evolution of our cellular phone business follows on the heels of recent improvements to appliance shopping with the addition of lifestyle vignettes and the opening of our first innovative concept store," said Moe Amirie, Senior Vice President, Future Shop. "We have done a lot of research with our customers asking them how they would like to shop in our stores and our findings are contributing to the changes in our cellular business as well as our other key initiatives."

About Future Shop

With 134 stores across the country and the nation's premier web store (www.futureshop.ca), Burnaby, BC-based Future Shop is Canada's largest retailer and e-tailer of consumer electronics. Future Shop and its more than 10,000 employees are dedicated to providing customers with expert advice about home and entertainment technology both in-store and online. The company hosts an online community forum for technology beginners and tech-savvy experts to exchange ideas, reviews, tips and other consumer electronics information (www.futureshopforums.ca). To help keep used electronics out of the landfills, Future Shop has an in-store recycling program for seven types of products (see www.futureshop.ca/green). As a proud corporate citizen, Future Shop is committed to employee volunteerism and supporting non-profit organizations dedicated to transforming local youth into Future Leaders (see www.futureshop.ca/community).

     Contacts:
     Future Shop
     Susan Kirk
     Media Contact
     (604) 412-1226
     Email: skirk@futureshop.com
      
     Future Shop - Quebec
     Thierry Lopez
     Media Contact
     (514) 905-7713
     Email: tlopez@futureshop.com
     Website: http://www.futureshop.ca