Serbin founded Duo Guo in Shanghai after observing the huge demand, if not pent-up desire, of people to buy content for their mobiles right inside the store.

Many customers who had just spent close to a month’s salary for a new mobile phone were then rearing to load it up with value-added content such as software, games and other multimedia entertainment.

But in most cases, they just didn’t know how.

[via CNN]