Microsoft To Open Retail Stores 535
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.'"
Wow. (Score:5, Insightful)
Microsoft has opened retail stores before (Score:5, Informative)
Summary is misleading. Microsoft has tried retail before. [microsoft.com] (before apple and dell, even.)
It was a nice store (Score:4, Interesting)
Re:Microsoft has opened retail stores before (Score:5, Insightful)
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.
Re:Microsoft has opened retail stores before (Score:5, Insightful)
There were no customers though, that's the tricky bit.
I remember going there. It was a bizarre empty space of rows of software boxes. They tried to make it hands on, but there wasn't really anything interesting going on, and nothing really anyone would want to buy in a retail store. That's why it closed two years later. It wasn't really a store so much as a show of thing.
Apple planned cybercafes in 1997 that similarly fizzled, but when the company got serious about retail, they brought on a retailer CEO to the board, and hired a team of big name merchandizing and retail real estate experts.
Microsoft has put the thing in charge of a marketing droid from Dreamworks who had been a manager at Walmart, and who answers to the COO, who sees the plan as a way to, in his words:
"transform the PC and Microsoft buying experience at retail by improving the articulation and demonstration of the Microsoft innovation and value proposition so that itâ(TM)s clear, simple and straightforward for consumers everywhere"
I am not making that up - good luck with that.
Microsoft to open new retail stores like Apple [roughlydrafted.com]
Metreon (Score:3, Informative)
The Metreon was never much of a mall. I'm not even sure it was meant to be given its proximity to Market Street, the real mall at the base of Powell, Union Square etc. Other than the Playstation store, there was really no reason to go there unless you were on your way to the Cinema upstairs.
It seemed more like a mini-expo center -- a place to put product in front of people who were looking to kill time before their movie started.
Re:Wow. (Score:5, Funny)
Microsoft: The fail is strong with this one...
Re: (Score:3, Insightful)
Say what you want about Microsoft, but the one thing they aren't is fail. Their biggest fails to date still make more money than most companies dream of. Hated as Vista is, it still has more market share than OSX and Linux combined. Their profits improved by $8 billion from 2007-2008, even with the meltdown during the second half of 2008.
You might be able to argue that it's marketing and social inertia, but they are not fail.
Re:Wow. (Score:4, Insightful)
Say what you want about Microsoft, but the one thing they aren't is fail. Their biggest fails to date still make more money than most companies dream of.
Are you insane or an Astroturfer? IIRC all that makes money is Windows and Office, everything else fails. Or do you count the 4 billion or whatever it is that they lost on the Xboxes a success? Zune, anyone? Get real!
Re:Wow. (Score:5, Funny)
I wonder if the chairs will be bolted down?
They'll sell piles of Zunes, and for the first time two people who both own Zunes will meet in some kind of weird real-life "Social" situation?
Re:Wow. (Score:5, Funny)
Will they squirt each other? (not my words, Microsoft's own marketing terms)
Re: (Score:3, Funny)
Get your fact straight: there are three people who own Zunes. There was a rumour that one of them returned it and had it exchanged for an iPod, but it's not true; he just re-gifted it.
He did get an iPod, though.
-dZ.
Re:Wow. (Score:5, Funny)
Re:Wow. (Score:5, Funny)
I'll take a triple venti FUDaccino with extra FUD please!
Re:Wow. (Score:5, Funny)
Ugh, do you know how many carbs are in FUD? You might as well get the Halloween Documents cookie if you're going to indulge that much.
Comment removed (Score:5, Funny)
Re:Wow. (Score:5, Funny)
Please, please, a "Get the Facts" bar.
Nope. The Mac store will have the Genius Bar and the Microsoft store will have the "Genius" Bar.
Re: (Score:3, Funny)
nice..I suspect it will be a clippy bar~
Re:Wow. (Score:4, Funny)
Re:Wow. (Score:5, Funny)
Would you like any "Ulltimate Extra's" with that ?
Re:Wow. (Score:4, Funny)
Re:Wow. (Score:5, Funny)
Oh come on! I know this is /. and all of you pretend to not have touched Windows for years, but surely it's going to be called "The Task Bar".
Re:Wow. (Score:5, Funny)
Re:Wow. (Score:4, Insightful)
Re:Wow. (Score:4, Insightful)
It's so hard to be a responsible parent. I really should switch her to Linux. That would be the most responsible thing to do. They have a non-administrator mode that really works.
Re:Wow. (Score:5, Interesting)
Re:Wow. (Score:5, Informative)
Well, I'm not sure what you were doing, what distro you were using or what, but Adobe has ben one of the few mainstream proprietary companies who has actually been porting their software to linux. For instance, the native 64 bit version of flash [adobe.com] runs only on linux, not mac os x or windows. I'm going to give you some credit and assume that you're not a complete idiot and suggest that your distro. was being overzealous and installing a "free as in speech" flash version and that your browser was using that instead of Adobe's. That's kind of irritating, but it's certainly not insurmountable, e.g., I watch hulu and youtube all the time on my machine, works great.
Re:Wow. (Score:5, Informative)
It's not that hard, really... There are a few things you need to know and unless you really want to go deep down in details the following general rules work:
Now do realise the following: this essentially allows normal users to hose those badly behaved applications, but I suggest that such a thing is acceptable. They will, however, not be able to hose the system itself, which is the goal.
Up until now, one one application didn't want to work with the above technique. It was -of course- a game and I think it was the copy protection doing some funky stuff.
Now, I'd still suggest hiding Internet Explorer and provide Firefox instead. I don't know if it's needed, though.
Re:Wow. (Score:4, Insightful)
Well, if you compared what you wrote to the instructions a retail PC comes with it's 'hard'. It's not hard for guys like us who have mucked around with the registry before but to novices telling them "go to the registry key..." will just get you a blank face. (still good instructions to have for those that know how to follow them, thanks)
It really shouldn't require all of those steps in order to get it to work. On Linux you simply install everything you want to use (needing root permissions to do this) and just don't let your child have the root password. If they want to install something you install it for them.
Of course if your child is smart enough to boot in single user mode they can pretty much get around anything but at that point they should be capable of not hosing the system and, if they do, being able to recover it.
Re:Wow. (Score:4, Insightful)
Re: (Score:3, Insightful)
Re: (Score:3, Funny)
What makes think they'll know how to? These are Microsoft employees we're talking about.
Re: (Score:3, Insightful)
No, but you can call, and have her brought in for questioning.
Re:Wow. (Score:5, Funny)
Re: (Score:3, Insightful)
I would have to agree. It looks entertaining.
After deciding they did not want to be kicked to the curb any longer by the "Im a Mac" ads. Microsoft made it very well known that they had a 300 million dollar ad campaign to counter that image. After 2 commercials with Jerry Seinfeld and Bill Gates that were essentially WTF moments. Those were pulled. "Are the luminaries at Microsoft working on a computer that is moist and chewy". Give me a break.
Then it morphed into the "I'm a PC" adds. Which were totally for
Following Apple (Score:4, Interesting)
For Microsoft, I fear that they are going to be just like the Sony stores.... Better Location than the Apple store, but considerable less people in the store.
Re:Following Apple (Score:5, Insightful)
"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.
Re:Following Apple (Score:5, Funny)
Maybe they could sell cheap leather shoes? They could bring in Bill to do his stand-up routine.
Re:Following Apple (Score:5, Funny)
"Yeah, but where ?"
"I have an idea about it..."
Re:Following Apple (Score:4, Funny)
What will you protest?
We are from Support of Open Source Software and we are Protesting that Microsoft is spending money and hiring people to operate a retail store. Which time will tell if it is successful for not.
Although our movement is not actually For or against Microsoft (While we have opposing view on software licensing and distribution) but most of our members really don't like them, because we had to buy their product once.
Re:Following Apple (Score:5, Interesting)
Anything that drains more money from Microsoft is a good thing. Microsoft is their own worst enemy (wow, my sig applies today).
Re: (Score:3, Funny)
Re:Following Apple (Score:5, Funny)
Except girls will talk to you if you have a Mac. I'm sorry but it is true.
Re:Following Apple (Score:5, Funny)
Re:Following Apple (Score:5, Funny)
Yeah, but do you really want to *talk* to a girl who would judge you based on your computer brand?
Just curious, why is that worse than a girl talking to you because she thinks you are cute? You can't spot a personality from across a room, so you have to use some other criteria.
I, personally, appreciate women who have a Dell but then put a little Apple sticker over the Dell sign. Low maintenance. You can keep a woman like that happy with knockoff Coach purses bought in Chinatown and lots of cubic zirconium... :)
Re: (Score:3, Funny)
I prefer women with educations and jobs of their own. Such women have no need for expensive gifts because they can buy what they want on their own. It's not the 1800's anymore, guys.
Re:Following Apple (Score:4, Insightful)
I prefer women with educations and jobs of their own.
My wife makes substantially more than me, and we share a bank account. But still, if she's spending $30 on a purse in Chinatown instead of $3000 on a purse on 5th Avenue - that's a positive thing. The money goes away no matter who is earning it... a high maintenance girl is a high maintenance girl.
Re: (Score:3, Informative)
You can't spot a personality from across a room
Well, maybe if you're autistic. SOME of us computer geeks are actually quite good at reading subtle cues that people give off in their posture, mannerisms, choice of clothing&makeup, etc., etc., etc. Can you rely on it 100%? Certainly not. People will surprise you. But there's an absolutely astounding amount you can learn about a person just from casual observation. And for many of us, the intuitions are handed to us on a platter, rather than having to reason it out by consciously noticing the und
Re: (Score:3, Interesting)
Oddly enough most of them don't know it is an Apple, Just a nice looking laptop. However starting communication is the first step. There were times I was working with my Laptop going completely geeked out. I hooked up a second display, added an external keyboard and mouse. Full of terminal Windows with FORTRAN 77 Code. And woman would still randomly stop in and ask about my laptop.
Re:Following Apple (Score:5, Funny)
Yeah, but do you really want to *talk* to a girl who would judge you based on your computer brand?
Yes!
A million times yes!
Re:Following Apple (Score:5, Insightful)
Umm... Anyone can recognize an apple computer, it really isn't terribly hard, so no, it's not a metric of intelligence.
Just shallowness
Re:Following Apple (Score:5, Funny)
In a way yes - women are after richer men, so given that Apples cost twice as much as the equivalent Windows branded PC there could be a subconcious motivating factor.
Dictated to Jeeves who is typing this into my MacBook Air for me. After this he will get me another vodka martini. No I won't.
Re: (Score:3, Interesting)
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I'm betting their focus will more be their SURFACE platform - demoing things like transferring to/from media player to the surface PC by just putting the media device ON the surface and dragging stuff to/from it. That seems where their next generation of 'wow' factor is going.
Re: (Score:3, Insightful)
Microsoft thinks the future of computing is a huge table PC with a touch surface while Apple is quietly moving toward making the iPhone/iPod touch your portable Mac (just connect to a docking station or something).
Microsoft, moving backward into the past!
Re: (Score:3, Insightful)
Of course. Because it's sop much fun to have 6 to 8 of your closest friends crowding around your iPhone all using it at the same time... Oh wait...
Re: (Score:3, Insightful)
I think you didn't understand the "docking station" part of my post.
Re: (Score:3, Insightful)
Did you even understand my post? I didn't say that Apple currently had any such product, I merely stated the path Apple seems to be following.
As for Microsoft's table PC, I still think it's a dumb idea. Not the technological side, but the practical use side.
In an era where people want thin televisions in the living room, Microsoft is developing something that's bigger and takes even more room. Doesn't make sense if you ask me.
Re: (Score:3, Insightful)
I wonder how much MS Partner Software will be there, there are lots of companies that have no retail presence of their own, but sell Office Add-ons.
Also they could easily fill the rest of the store with Xbox consoles and Video Games.
Keep two Xbox 360s up playing new titles, and a Surface for demonstrations and the store would get decent foot traffic.
Put in a couple of models of Laptops and PCs made by select OEMs and you'd have enough stuff to justify a store.
Re:Following Apple (Score:5, Insightful)
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".
Re:Following Apple (Score:4, Insightful)
What MS could offer is:
1) A place to buy PCs as electronics retailers are closing (No Comp USA, No Circuit City), they don't want the only retail option to be Apple Store.
2) Guided test drive, let people use Vista, but be shown a few things. Let the first experience with virtual bouncer be an explanation from someone about how it protects them, let them know it shouldn't happen when they aren't installing new software, and shortly after they get their new computer they won't be seeing it at all.
3) They can run it at a loss, and treat the guiding as a PR expense.
4) Unlike other retailers they can make money on computers, since like Apple they own the OS.
I think it is an intriguing idea for them, and if done right could help them a lot. I think the Mojave thing showed that people can like Vista when shown what new tools it has for them, but when just having it dumped upon they hated it. If they had 8 or 9 computers hi-lighting the different things you can do, people would be much warmer to it I think.
For example, there were tons of complaints about XP vs 2000, and even 98, but I liked XP. They ability to print a bunch of photos out strait from explorer was worth the extra shard of RAM on a new computer. There were a few other things that were nice, but that was the big one.
In Vista, I like the new start button (search by typing), the new explorer, and the new filtering. It feels like Gnome, plus KDE start button. These are things people could be shown and like (looking for a file in a big folder, type ANY part of it's name, I think I did this, if I am wrong correct me). I HATE the default theme though, and generally use the classic look.
Re:Following Apple (Score:5, Insightful)
Keep the faith kid. From what I can tell. Mojave was someone who knew what they were doing walking through all of the things that Vista can do. That is different than end users doing it themselves. Trust me on this one. I have users on my network that need help every three moths to burn files onto a CD in Xp.
I could have a presenter show them how easy it is. They would tell you how cool and easy XP is....Then three months later still call the help desk and ask how to burn a CD.
Three is a difference between a rigged demo and Joe Sixpack using Vista. It took Joe Sixpack 5 years to learn where everything is at in XP. Even if it is easier in Vista, it is harder, because it is not where Joe expects it to be. It is also not called what he expects it to be called.
Re:Following Apple (Score:5, Insightful)
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.
Bull (Score:3, Interesting)
Re: (Score:3, Interesting)
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).
We shopped at the same CompUSA? Interesting! Seriously, there was exactly one Apple-savvy guy at the one I usually went to. He looked looked like a stereotypical mafia footsoldier (greasy hair, gold chains, shirt unbuttoned) and chain smoked in front of the store when not getting pissy with customers who didn't want AppleCare (him: "You really need this extended warranty!" me: "Why? Are you saying that this computer sucks?" him: "Umm..."). The local-ish Apple Store is diametrically opposite. It's th
Re:Following Apple (Score:4, Insightful)
"Microsoft has a different PR problem. Their success has trivialized their products. Even their high end software which is rather nice..."
I'd say Microsoft's problem is first, that they can't design or maintain a robust, secure, desktop operating system; and second, that they continually ignore customer desires for a stable OS environment in favor of a business plan that forces upgrades.
Which high end software are you speaking of? Word? Excel? Project? Word's user interface changes every time they do a new version. A tool shouldn't change unless it helps you do your job better. Project is insanely overpriced. It's good software, but not great. MS should concentrate on making it "great" and "affordable". Because they are no longer the only game in town (thanks to OpenOffice.org), and people don't like not having a choice.
Several of my friends, faced with defunct laptops and the option of "Vista or nothing" on a new purchase, opted to jump to Apple instead of staying with Microsoft. This is not just one, but several of my friends and acquaintances. I think Microsoft may be in bigger trouble than they realize...
Why? (Score:5, Interesting)
Gee... (Score:3, Funny)
It must be another example of "Microsoft Innovation"
I mean no other member of the computer industry has EVER tried opening brick and mortar retail spaces... oh, wait
Re:Gee... (Score:5, Funny)
Come to the Microsoft Store (Score:4, Insightful)
See all the great products that already come by default on your PC.
If you have an Old version buy a new one... See that it doesn't work on your old PC and buy a New One with all the products you just bought is pre-installed!
Re: (Score:3, Interesting)
Anyway, just pulling a rand
They will be Brown! (Score:5, Funny)
I will award 9,999 internet points... (Score:5, Funny)
Some Questions I Would Have: (Score:4, Interesting)
The article does touch on PC makers showcasing wares in the store. The idea of a MS store creates some questions in my mind.
First, what PC's will be showcased? I would think the high-end systems mentioned would be a great idea. There are plenty of mid and low end systems at current electronic retailers.
Secondly, can someone walk out with a PC? And if so, is MS going to do any service at the store? This is what the Apple store has going for it; a full service shop.
A few people have tried with only limited success (anyone remember the Gateway stores?).
They Must be proud of the new Windows (Score:3, Interesting)
As others have said though, I can't imagine much real reason unless they have a whole raft of new titles coming out that no-one knows about. A few years ago when they had all those multimedia titles for movies, art, musical intsruments and so on, I'd have appreciated the chance ot get hands on with a few titles but now I can't see much in their lineup that is a try-before-you-buy sort of title. It's either something you need or you don't.
Poor timing (Score:4, Insightful)
Re:Poor timing (Score:4, Insightful)
Gamesoft(TM) (Score:4, Insightful)
this should be embarrassing for all involved (Score:4, Insightful)
iPod is to Zune as Apple Store is to Microsoft Store. I predict it'll be an embarrassing rip off of the Apple Store that will cause no more than snickering from most people. And their customers will be nothing but MCSEs looking for a place to hang out. Should be amusing.
The best part is that Microsoft is dumb enough to keep pouring money into a losing venture for decades...
MICROSOFT SUCKS! (read before modding!) (Score:3, Funny)
Wow! This really takes me back! Who here over the age of 25 never pulled this one at their local 80's retailer (I was always partial to Sears, myself...):
10 PRINT "SEARS SUCKS!"
20 GOTO 10
Looks like I finally have a reason to learn javascript...
not apple (Score:3, Insightful)
How is this store going to work. Most customer service is done by third parties, so where will be the help desk? Computers are sold by third parties, so where will be computers? How will it be decided which brands to stock? How will the store not look like Comp USA.
OTOH, I disagree that this is a bad time to start this. The economy is down, but MS has money. Strip center space is going to be cheap. Consumers will be looking for low prices with a big name to back the sales up. The problem is MS is not going to be abe to offer low prices without annoying it's retail partners. And consumers are not going to make a special trip just to experience the MS Store.
surprised nobody has mentioned this (Score:5, Funny)
I can see it now: you walk into the store (by accident) and an assistant dressed as a paper clip appears beside you saying
"You look like you're trying to buy a PC. Shall I ..
* ignore all your needs and suggest one now
* spew FUD about anything not owned by Microsoft
* help myself to your wallet now
* do a weird little spin and bugger off!"
They will be swamped (Score:3, Insightful)
by people coming in for tech. support.
Perhaps thats what their store will be, not selling product but support services.
Finally! Just what I've been waiting for! (Score:3, Insightful)
The year of Microsoft on the high street!
To be honest I'm surprised they aren't setting up shop as an online retailer. I would have thought that would give them a wider reach for less outlay, but I guess they want people to play with their products. In store surfaces and all that.
The other thing is the main impression that I came away with from the images of the concept store was, well, how dull and boring it looked. Not the sort of place I would enjoy shopping.
Knowing Microsoft it will put its corporate salespeople on the shop floor to be all 'customer facing' who will scare away most customers by the time they have stalked their prey (they'll call that 'proactive') and introduced themselves with, "Hi! Can I help you?" (They think they are doing you a favor but it's rare I will stay long if I sense any potential for being hounded into a purchase.)
Maybe I'm just being cynical?
Apple = Gap, Microsoft = WalMart (Score:5, Insightful)
Re: (Score:3, Interesting)
Yep. It shows how much Apple is really about style and sizzle, and how much Microsoft is about utility and usefulness.
Fatal Error (Score:3, Insightful)
Songsmith Karaoke! (Score:3)
What the heck? (Score:3, Insightful)
It's April Fool's Day already?
Patience (Score:3, Funny)
anyone remember gateway 2000? (Score:3, Insightful)
with the cow pattern boxes?
gateway was once dell's main competitor in the 1990s
one of the things that did them in was their foray into retail business. colossal failure
now they don't even sell direct anymore, no internet or phone sales. all of their retail stores are closed. and i believe they were bought by another company recently
so if you cheer microsoft's downfall, cheer their foray into retail sales: its a boondoggle
Lost the plot (Score:3, Insightful)
I'm fairly realistic about Microsoft usually, but it's hard to escape the impression lately that they are rudderless, drifting, and desperately trying to copy Apply who are sailing far ahead into profitable new markets with seeming ease.
They've always had a tendency to copy the best of other people's ideas, but in the past that worked better for them, and was useful to customers because the rough edges were smooth off.
Now Apple and Google seem to be executing well, shuffling Microsoft off to IBM-style irrelevancy.
OK, there is still those Office and Windows cash-cows, but obviously OSX, Linux and OO are nipping at their heels; they are having to reduce prices (Windows CE is extremely cheap, they seem to lose a lot of money on it) and do new unpleasant things for them (like XP for Netbooks).
Eeeeekkkkk! Giant walking Clippy!! (Score:3, Funny)
Mu biggest fear is them stuffing some poor clerk in a 8ft tall Clippy suit and turning him loose in the mall. My worst desktop support nightmare come to life..
On the other hand I'll finally have the chance to beat that stupid paperclip senseless..
I hope (Score:3, Funny)
the pull down blue shades when they are closed.
Tell me that wouldn't earn them some cred?
Cheap entertainment (Score:5, Funny)
It'll be a great place to hand out OpenOffice CD's on a Sunday afternoon. I love living in Seattle.
Sales tax (Score:5, Interesting)
Well shit, does this mean that I will need to pay state sales tax when I purchase Microsoft products online?
Re: (Score:3, Insightful)
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I'm guessing that they've done a little bit of research before going down this road.
Re:I hope it succeeds (Score:4, Insightful)
What's the point though? Their software, Zunes, Xbox(360)s are already sold by dozens upon dozens of other retailers. This whole venture just seems pointless.
My guess is to provide a showcase, that they control, for their products. They can do events, conduct training, etc, much like Apple but won't need to use their store to sell product as much as Apple does.
Given the closure of major electronic/computer retailers that used to provide the venue where customers could see MS products in action MS probably wants to ensure it keeps a presence in front of consumers.
In addition, the closure of stores gives the remaining ones more clout and this gives MS a counter to that.
Finally, retail space is pretty cheap right now - if this works MS can get some good locations on the cheap; if it fails they just fold shop and write it off.
Re: (Score:3, Funny)
You should hold out for Microsoft Store 7. I hear many of these problems have been addressed for the best ever customer experience.