"Stinginess is sexy!" Yup, that was an ad slogan from the German electronics store Saturn for quite some time. Now it's "We hate expensive" and they might get some company after Best Buy bought a 50% stake in Carphone Warehouse worth € 1.4 billion, the largest cellphone retailer in Europe.

The story in gatekeeper media is more about the joint venture in Britain. With a stingy consumer electronics market worth €122 billion in Europe, the battle for market share will be a tough one. In terms of the strategic position, it is an entry ticket into foreign markets since Carphone owns 2,400 shops in 9 European countries. I can't wait to see MicroSD chips dropping 50% at Best Buy in Berlin and German consumers who reignite the idea of shopping as a sport.