Cell phones have been a must-have electronic gadget ever since Zack Morris answered his first call on “Saved By The Bell.”

So it seems odd that one of the world’s largest electronics retailers, Best Buy, has struggled to grab a share of such a popular market. In fact, the store claims a mere 2 percent of cell phone sales.

A new initiative called Best Buy Mobile hopes to move that number into double-digits. Under the new program, the store will carry three times more phones than before. Best Buy used to offer about 30 phones from three carriers. Now customers can select from 90 phones and seven or more carriers, depending on the store location. The store also will take over customer service duties that formerly fell to the service providers.

“The way it used to be, when people walked out the door they were the carrier’s customer,” said Jake Frye, Best Buy Mobile Manager in St. Joseph. “That’s the biggest change. With Best Buy Mobile, they’re our customer.”

Customers who had problems with their phone previously had to go to a carrier’s store to solve any issues, even if they purchased the phone from Best Buy. No longer. With Best Buy Mobile, the customer can get all the help they need in one spot.

Best Buy Mobile prides itself in straightforward pricing. The total cost is right on the tag. Employees do not receive commission on the phones they sell, so there is no pressure to buy one phone or plan over another.

“This way we’re impartial when we’re helping a customer. If you go to a carrier’s store, they’re going to push their own plan,” Mr. Frye said.

Best Buy in St. Joseph underwent renovations early this week and will hold a grand opening for Best Buy Mobile on Friday. The store will offer free activation throughout the weekend, giveaways and discounts on wireless accessories.

Best Buy has taken the concept a step further on the east and west coasts, opening stand-alone Best Buy Mobile stores.

Business reporter Clinton Thomas can be reached at clintonthomas@npgco.com.