Axiom is introducing damage insurance to cover accidental breakage to mobile devices. According to the retailer, the majority of customers’ technical problems arise due to accidental damage, such as dropping the phone either in water or on the ground, which causes the device to malfunction. Such damage falls outside a manufacturer’s or retailer’s warranty. The insurance plan covers the cost of repair during the term of the insurance, eliminating uncertainty over high repair costs, with a refund provided in case the device can’t be repaired. According to research conducted for Axiom, warranty, service terms and excellent after-sales service are among the most important characteristics customers look for in their “ideal” retail store brand.