December 2, 2009, 12:00 AM partners with Simplexity to offer mobile phones has launched the ShopNBC Cellular Store, which offers mobile devices and service plans from AT&T, Verizon Wireless, T-Mobile, Sprint and Nextel.

Mark Brohan

Research Director has launched the ShopNBC Cellular Store, which offers more than 400 SKUs of mobile devices and accessories, as well as service plans from AT&T;, Verizon Wireless, T-Mobile, Sprint and Nextel. ShopNBC is No. 87 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be order by clicking on its name).

A link for the new cellular web store appears on, but once shoppers click through they are redirected to the web site of Simplexity, the mobile phone e-retailer and service plan provider that is partnering with ShopNBC to build the store. Despite a ShopNBC logo appearing on the cellular store,, all transactions for the store are processed on, says ShopNBC.

“Adding mobile phones to our products is something that we knew our customers would want and that would resonate with them,” says Carol Steinberg, senior vice president of e-commerce, marketing and business development for ShopNBC. “This was a way to offer it to them. Purchasing a mobile phone is not just purchasing a product, it’s purchasing a service. Simplexity is in a much better position to service customers because of their expertise in that domain.”

Using Simplexity’s infrastructure and expertise enabled to launch the site within two months of the concept, says Steinberg. “We’re fast and flexible,” she says. “It helped that we didn’t have to worry about order integration.”


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