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Microsoft To Open Retail Stores
chaz373 writes "CNET reports that Microsoft is going retail. In the 'Beyond Binary' blog Ina Fried reports, 'After years of brushing off the notion, Microsoft said on Thursday that it will open up its own line of retail stores. Without detailing the plans, Microsoft said it has hired David Porter, a 25-year Wal-Mart veteran, to lead the effort. Sources say that Porter's mission will be to develop the company's retail plans and that the effort is likely to start small with just a few locations.'"
This should be entertaining...
I'm pretty skeptical myself. Why would anybody want to go into a store like that?
"Hey guys, want to head over to the mall and check out the new version of Office?"
"Awesome! Let's go!"
No. The above conversation will not happen with any great frequency because Microsoft is just not sexy, they are utilitarian and mundane.
Gentlemen! You can't fight in here, this is the war room!
Half the reason why Apple made their stores was to encourage people to test drive a Mac right there. They placed most of the stores in malls so people who had other shopping to do can just hop in and try this "Mac" thing out. On top of that, they are able to repair your computer (or at least send it out for repair) right there without giving you the trouble of shipping it yourself. The apple store is half the reason why I ended up with a Mac.
Most people are familiar with Windows so a "test drive" will not do much good. And the people who use Windows tend to be the people that end up using whatever OS is installed in their computer anyway. Microsoft is not really in the PC selling business so they can't help you with your laptop when there is a hardware problem. The only product I think the store will really push is mobile devices since they seem to think thats where a lot of money is (or at least they are scared that Linux or iPhone will grab too much of the market). They can be a "Windows Mobile Phone" store that sells phones that use WindowsCE. I can't think of anything else that would differentiate them from a "Best Buy" or "Frys".
Microsoft and Apple have different problems.
Apple had a case that their products were not shown in stores.
The Apple Ghetto Section in COMPUSA comes to mind, In the far right corner of the store with shelving arranged differently to prevent people from wondering into the area by mistake (you wanted to go to the Apple section to get there). When talking to the sales rep they will stray you away from the Apple Product and point to you a nice shiny new Compaq with Windows and say how much better that is, and give every false rumor and misconception about the apple product as possible.
So that is the key reason for the Apple store to actually show off and highlight their product in their own store. They made an inviting environment that makes all their products look really nice, and the sales rep will talk about its strengths. (granted they will not go too far to point out any weaknesses) As well offer basic training to the people looking at the product to ease the switching anxieties.
Microsoft has a different PR problem. Their success has trivialized their products. Even their high end software which is rather nice (if you are able to look at them threw un Fanboy/Zealot eyes) has the stigma of being sub-par home software. As well associating any and all PC problems that one has with Microsoft even if it isn't their fault. Really gives them a PR problem. Now I am not sure a retail store will fix it. Showing off the software is a much more difficult problem. It takes time to determine if you want or like the software. Vs. say a Mac which just looks cool and you feel that it can do what you want it to do. Most people felt they have been burned by Microsoft far more then people who felt burned by Apple so standard marketing will make them suspicious.
If something is so important that you feel the need to post it on the internet... It probably isn't that important.
When Apple went into retail, they got a guy from the nice Gap stores to set it up. When Microsoft does the same thing, they get a guy from WalMart. That pretty much sums up the difference between Apple and Microsoft.
That wasn't really a store. It was more of a really one demonstration showroom and it has been closed.
Huh? There were shrink-wrapped products and cash registers, IIRC. That is a store.