Winning at Wireless Retail

Nearly a decade ago, the Consumer Technology Association released a comprehensive handbook designed to grow the wireless industry by empowering retailers with tools, insights and knowledge needed to win in this complex category. Since then, the world has changed. The wireless retail industry has significantly transformed over the past 15 years. Wireless usage has skyrocketed, competition has shifted, and the retail landscape has evolved as well. Additionally, global economic disruptions have altered supply chains and created challenges in hiring, retaining, and motivating top talent. Updating the Winning at Wireless Retail guide requires a new approach. Recognizing the industry’s dynamic nature, we aim to move beyond a static, long-form printed guide to one with more engaging and dynamic content to inform members about our evolving industry. Many thanks to the expertise and input from CTA members – manufacturers, wireless operators, retailers and representatives from across the ecosystem – who have offered their knowledge for this initiative. The one constant in our industry is change, and we look forward to providing updates and insights in the months and years to come.

This document provides an overview of where wireless technology and products are sold in the US. As wireless technology has become ubiquitous to all of us, its retail presence has expanded as well. This overview serves as an essential resource for detailed insights into the types of retailers selling wireless today. By categorizing retailers and highlighting their carrier affiliations, product offerings, service levels, and market trends, we seek to educate readers with valuable information for strategic planning, investment decision-making, market entry, and marketing strategy optimization.

The Winning at Wireless Retail Working Group, Retailer Council and Wireless Division are continuing to explore topics defining the shifting nature of the wireless retail industry in 2025. Please Contact Us to get connected!