If You Can't Beat 'Em, Join 'Em
October 22nd, a day with lots of fanfare for Microsoft. The release of the new Windows 7 operating system has mercifully arrived. Adios, Vista. Take your time leaving, much like you did when I booted up my computer!!
Despite all the hype for Windows 7, it is another Microsoft milestone that is capturing my attention. Concurrent with the launch, they'll be opening the doors to a new Microsoft retail store in the trendy, high-rent district Scottsdale Fashion Center. It's an overt signal to Apple that the retail game is on.
This is a fascinating channel story development to watch in the coming months. Microsoft promises future stores but has wisely chosen to go soft with future store openings. Can the faceless and devoid of personality Microsoft survive and prosper in the high stakes, dog-eat-dog retail world? Yes, they're trying to emulate the success of the Apple stores. The have Xbox 360, Zune HD, MSN and Bing; but is it enough to draw in consumers? Apple exudes cool; Microsoft is dull. One is all about emotion and the other is all rational. Millions of media dollars of Mac versus PC ads drilled that into the consumer's consciousness. Do you know anyone that has Microsoft as a brand badge? Of course not. Microsoft is all about function. The brand personality is one of get it done. Not exactly what you'd want to drive people into stores.
The release of Windows 7 helps get their store off on the right foot. There is lots of buzz that Microsoft got it right. The renderings of the stores look both interesting and inviting. Will the staff be trained and conversant enough on the entire suite of Microsoft products? That is critical as they'll be the brand ambassadors who ultimately make or break the store. Microsoft is raising the stakes - they want to play the retail game. The questions is, are they doing this for the right reasons or are they desirous of replicating Apple's success? Time will tell.
This will be a great story to keep an eye on - I hadn't heard about Microsoft retail stores opening. I can't imagine Microsoft filling their store with the fun, and sometimes eccentric, folks the way Apple does - or that they'd even want to. but that's part of the fun of Apple's retail experience. The employees really love the brand.
I have thoroughly enjoyed the advertising bout that's been back-and-forth at least three or four times now, with Apple now poking back at the "Laptop Hunters" campaign.
I'm looking forward to seeing the new Apple spot where PC tries to diagnose computers on location.
But then again, I'm a Mac.
Based on this video at a (semi-?) official Posterous blog for the Microsoft Store, the Scottsdale retail experience mimics the Apple Store vibe straight down the line, from the open floor plan-with-benches layout, to bright digital-image murals, to music player listening-stations, to staff in colored T-shirts and lanyards:
http://bit.ly/3g7Uup
There's something to be said for swiping the competition's best ideas -- a concept that has never been lost on Microsoft.
As Andrew suggests, the enormous number of manufacturers whose gear runs Windows will make it very hard for MS to duplicate the in-store servicing offered by Apple. That service can be hit-or-miss, to be sure, but at least it's all based on parts and service produced by Apple itself. I shudder to think how inefficient it would be if it relied on hundreds of different hardware configurations from scores of independent vendors.
I don't know if MS is attempting to offer Genius Bar-style service and support, but if they do, the experience is likely to be less than wondrous.