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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