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While saturation might mean Microsoft Corp. is outperforming Apple Inc. when it comes to computer operating systems, it remains second best on the high street with regard to pulling in blanket retail exposure for its product lines.
Can official retail stores help push Microsoft\'s products? Image: Robert Scoble/Flickr.
However, that shortfall could be on the turn following news that the Redmond-based software titan is looking to tap the exposure associated with Apple’s popular stores by opening a series of branded retail outlets carrying specific Microsoft stock.
Much as Apple’s stores provide a focused platform for the likes of the iPhone, iPod and iMac, Microsoft’s line of walk-ins will offer easy and direct access to electronic devices such as the Xbox 360 videogame console, the Zune multimedia player, Microsoft’s software and even Surface tabletop computer technology.
Looking to bolster the potential of its focused retail venture, Microsoft has appointed David Porter as its corporate vice president of retail sales, reports the Los Angeles Times. Porter brings a wealth of experience to the position after 25 years with Walmart Stores Inc.
While Microsoft has not yet detailed the ‘where and whens’ of its new retail stores, this isn’t the first time the software company has attempted to take its product portfolio to the consumer via an official walk-in platform. Moreover, it opened a Microsoft store in San Francisco in 1999, although it failed to make an impression and closed soon thereafter.
If sceptical analyst reaction is anything to go by, Microsoft’s stores will struggle to find traction when compared to Apple’s walk-ins, mainly because the Cupertino-based tech outfit draws its store appeal through leading edge and exciting products, which is something Microsoft cannot currently claim.
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