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Microsoft To Open High Street Stores Next To Apple's

Microsoft is starting to adopt Apple's marketing strategy it seems as there are claims that the software giant will be launching stores in the US "right next door to Apple's" by Autumn, according to Microsoft's Chief Operating Officer, Kevin Turner.

Turner said, at the company's Worldwide Partner Conference, that "We're going to have some retail stores opened up right next door to Apple stores this fall", adding a promising "Stay tuned."

Back in February 2009, Microsoft had hired a Walmart veteran David Porter, to launch what it called Retail Experience Centers in a bid to allow Microsoft to reconnect with its audience and modify people's negative perceptions and judgements.

Porter initially set up a 20,000 square foot warehouse in Seattle where Microsoft is based to test a number of configurations. It is not known whether Microsoft will extend the Retail Store Initiative to the UK and other territories although this cannot be overlooked.

As mentioned earlier today, Microsoft is on the verge of launching a Windows 7 Home Premium Family package which will offer a steep discount for customers looking to equip up to three computers with the latest Microsoft operating system. Apple launched a similar scheme years ago with its Mac OSX Family pack that includes up to five licences.

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Our Comments

As risky as it sounds, Microsoft for once, is being bold. Launching the stores in Autumn will allow the company to push Windows 7, Zune HD and other devices that are set to launch by the end of the year. Microsoft might decide not to go alone to reduce the overhead cost and instead partner with existing players like Currys, Dixons and Carphone Warehouse in the UK.

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Désiré Athow
Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.