As device prices continue to rise, more and more consumers are choosing to repair rather than replace their gadgets. “Tele2” noticed this trend early, establishing the Smart Master phone service center in 2015, allowing the company to expand beyond traditional telecommunications activities.
Today, the service center supports not only Lithuania but also all Tele2 stores in the Baltic countries. How did the company become an important player in the Baltic market? What were the key turning points in its growth? And what role did reliable logistics partners play in this journey?
Aiming to Do Better Than the Market Offered
Smart Master manager Evaldas Viselga explains that a decade ago, Tele2 decided that the phone repair business had to be managed directly to ensure higher quality and faster service for customers.
“We wanted to see firsthand how the equipment we sell performs, to monitor the repair processes, and to offer a service that was faster and more reliable than what the market offered at the time. Before launching the service, we focused heavily on building the right team and refining processes, as our goal was to deliver a higher-quality service than customers were used to,” – says Viselga.
Smart Master handles both warranty repairs—where the manufacturer covers the costs—and out-of-warranty repairs, paid by the customer or an insurance company. According to Viselga, as device sales and prices grew, the introduction of device insurance generated significant repair volumes. The popularity of smart devices such as modems, cameras, robot vacuums, and electric scooters also contributed to the growth.
“The service center began providing not only repair but also administrative services, forwarding defective devices to other service centers across Europe. This allows us to track repair speed and quality even in service centers where we don’t have manufacturer authorization. Everything is done to guarantee customers the best price-to-quality ratio,”- he explains.
Logistics: A Core Part of the Business
Smart Master’s operations are inseparable from logistics—every day, thousands of devices are transported from Tele2 stores in Lithuania, Latvia, and Estonia to the service center in Lithuania and back to customers.
“Without logistics, our business simply wouldn’t exist. Every morning we receive shipments of devices, and every evening couriers pick up the repaired ones. Speed is crucial in the repair business. Although we always offer a replacement device while a phone is being repaired, customers are attached to their own phones and expect to get them back quickly. This is where our reliable logistics partner Venipak helps, delivering most shipments the next business day,” – says Viselga.
He adds that just as Smart Master strives to give customers the best price-to-quality ratio, the same is expected from logistics partners.
“We chose Venipak for their flexibility, competitive pricing, and willingness to find solutions—even when extra integrations or non-standard projects are required. For example, when we took over all Tele2 repairs in Latvia, Venipak offered a great price-quality balance. Now, in daily operations, we value their reliability, responsiveness to challenges, and the professionalism of their managers. Cooperation is always smooth—from strategic projects to daily courier interactions with our logistics team, which creates real added value for customers,” – Viselga notes.
With Phones Getting Pricier, Insurance Is Recommended
Today, the service center handles not only devices sold by Tele2 in Lithuania, Latvia, and Estonia but also equipment from other operators and distributors. Having obtained authorizations from Apple, Samsung, Xiaomi, Huawei, and others ensures that repairs meet the highest standards.
Viselga notes that the center’s activity strongly depends on both manufacturer design and user behavior. The busiest season is summer, when travel and time near water increase the likelihood of accidents.
“Phones are becoming more expensive and technologically complex, which also makes repairs more costly. That’s why we always recommend customers insure their phones, especially if they buy an expensive model. After paying the deductible, the phone is repaired and can be used again. Without insurance, customers usually weigh the cost of repair and decide whether it’s better to fix or replace the device,” – he says.
Plans for Further Growth
Looking ahead, Viselga predicts that market and technology changes, along with increasing attention to sustainability, will further raise the importance of smart device repair services.
“The market is changing, technology is getting more complex, and at the same time the sustainability factor is becoming stronger. We believe that in the coming years, we will see even greater demand for repair services—especially once new EU regulations come into effect. Therefore, we will continue investing in technologies, processes, and partnerships that ensure high service quality,” – Viselga emphasizes.
