In fact, the Taiwanese smartphone manufacturer recently inaugurated its first store-within-a-store in Hamburg, Germany. Actually, this is a pseudo-HTC Store, as in reality, it is a special HTC area located within a Saturn electronics shop. This store-in-store formula is not a new idea, since it has been given a go before by Samsung in the UK. Lower operating costs for a greater commercial presence to sway the hearts, minds and wallets of consumers? Perhaps it will work, but a whole lot of the war is waged over advertisements, word-of-mouth, and of course, reliable products that deliver as promised.