Allphones gone bust

http://www.smh.com.au/business/18-s...goes-into-administration-20170206-gu6lo2.html

I was having a discussion with a mate about the viability of phone retail outlets these days and how good would such a business be given that we know voice & text are no longer a commodity.
Data is the new commodity like we know and Telcos know that's where the money is now.

Phone plans are getting cheaper and the percentage revenue that Allphones and other retailers would have to be also shrinking.

I also think that Telstra & Optus in Australia would need to follow down the path that Telco giants like Verizon & At&T & Tata and eventually transform to be media/entertainment companies to survive the next mobile innovation.

An thoughts on the retail mobile outlets surviving/thriving in this new era of sponsored data?