title: O2 Store
text: # O2 Store
  
  The O2 Store is a chain of retail stores operated by Telefónica Europe, specializing in mobile phones. As of January 2014, O2 has opened over 450 stores in the United Kingdom. O2 Stores come in 2 formats - Franchise and Retail. The latter are owned and maintained by O2 UK directly, as opposed to private investors. The majority of stores have an O2 Guru, effectively a Technical Specialist. This free service is offered to all consumers, whether they are a Telefonica customer or not.
  
  ## Design and innovation
  
  ### Microsoft Surface
  
  Aside from general information, mobile phones are the central motive for visiting an O2 store and this is where the Microsoft Surface Table is being implemented in a selection of stores. Customers can interactively choose from a selection of mobile phones. Data is displayed directly from the existing O2 backend systems and thus are always up to date. Using the touch-sensitive surface, users can filter for desired features, compare handsets and view them from various angles more easily.
  
  ## Locations
  
  –The first O2 Franchise Store opened in Rotherham, South Yorkshire on 24 November 2005 (2005-11-24).
  
  | Country | First store opened | Total open stores |
  | - | - | - |
  | United Kingdom | 24 November 2005 (2005-11-24) | >450 |
  | Germany | | 500 |
  | Netherlands | | |
  | Czech Republic | | |
  | Slovakia | | |
  