Microsoft to open Retail Outlets

Microsoft have announced that they are to open a chain of real-world retail stores around the US. Microsoft hopes that the move will help the software manufacturer compete with Apple, whose glossy shops have done a lot to help bolster their brand over the years.

Amongst the retail profession, Apple stores are seen as something of a boutique brand, not only are they spotlessly clean – upholding the aspirational image that Apple works so hard to create- they are also staffed by armies of sales assistants who ensure you rarely have to wait more than a few minutes. Upholding this kind of Rolls Royce service isn’t cheap but that’s not the point – essentially they’re as much about branding as sales.

It won’t be easy for Microsoft to keep up but as a measure of how serious they are about their new venture, they have appointed David Porter as their Vice President of retail stores. Porter is a former VP of Wall-Mart and so will presumably have extremely good retail instincts, though some question whether or not he’s too much of a mass market figure to get his head around that boutique Apple mentality.

Related posts:

1. New Microsoft Hardware
2. Microsoft faces Facts
3. Microsoft to pay Murdoch to shun Google
4. Microsoft looks likely to link up with Yahoo… Finally
5. Microsoft offer advice to those skipping Vista
6. So what does Kumo Mean, then?