How did Allphones, a newcomer and a dark horse in the mobile phone retail sector back in late 2013, expand to sixty-two stores across the country in less than six months? It is a phenomenal growth that teaches lessons on how to find one’s place and achieve success in a very competitive market. Essentially, Allphones became the game changer that offers a leveled-up mobile phone retail experience—more fun, more high-tech, more convenient, and more affordability with value-for-money.