Optus has opened the doors to its first experimental flagship store in Sydney's CBD.
The new store is called Optus on George and is located at 383 George Street, directly opposite the Sydney headquarters of rival Telstra, and next to Apple's flagship Sydney store. Optus plans to open five experimental stores this year.
Optus said customers would be able to try out the latest technology like smart home devices, switches and products from Google Home. The telco added that the store had two "fully immersive experiences" to show customers the benefits of smart home technology.
The store is also equipped with access to 4.5G technology, which Optus managing director of networks Dennis Wong said was a first for a store in Australia.
“We are excited to combine cutting edge 4.5G technology inside this amazing retail store. 4.5G is a pre-cursor to 5G technology and offers consumers significant benefits including a better internet browsing experience, better quality streaming and less network congestion,” he said.
Optus is the latest tech company to set up a flagship store in the heart of Sydney. As well as Apple's flagship store, Telstra also has a flagship store next to its headquarters. Microsoft opened its first flagship retail store outside of the US in 2015 in Sydney's Pitt Street Mall, just a block away from the new Optus store.
Optus has the second largest mobile market share in Australia, and is second in every capital city except for Sydney and Perth, according to Roy Morgan Research.
Sydney is the only city where Telstra does not have the biggest share; that accolade goes to Vodafone with 30.4 percent, followed by Telstra with 27.9 percent and Optus with 26.5 percent. The same research found that mobile market to be worth more than $2.6 billion to the three largest telcos.