Google+ Consumer Psyche: Microsoft's store strategy

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Saturday, March 7, 2009

Microsoft's store strategy

When Microsoft announced that it plans to open a small number of retail stores, analysts wondered whether Microsoft could really obtain the same amount of commercial success as Apple did with its Apple Stores back in 2001. I don't think so. Here are the reasons. 

A great part of Microsoft’s products are software and software-related, meaning that a retail store might not change much in this area. There is a change in focus on hardware products too. Letting users play for a minute with an Xbox 360 gaming console and highlighting a Windows 7-powered PC with a touchscreen might represent important opportunities for the company to increase its popularity. Microsoft stores might also end up selling a couple of Xbox consoles and a few mice won’t count too much. So I feel that the company is actually planning to improve its customer perception, rather than its sales figures. 

Ao these stores are aimed at improving the touch and feel of the products and increase the visibility and presence to the world. Microsoft is trying to revive its image of a visionary company, as the release of Windows 7 and the launch of a cloud-based sync service for Windows Mobile might make it popular once again.
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