Enter the Microsoft Store
Today was the day that the Microsoft Store opened its doors in Mission Viejo, California. This happens to be right in my backyard so I decided to give it a visit on the way home from work. I took a few pictures and recorded a few first impressions, which I will share with you here.
First, let me tell you where I am coming from. I had heard about Windows 7, and I had read many of the reviews, so like most people I was curious. I am also a software engineer, which means that I am apt to be a bit more critical than the average user. Keep this in mind as you read the next few paragraphs.
As I walked into the mall that I have visited numerous times for routine shopping excursions, I expected to find some directions pointing me to the store. I wasn’t disappointed. Various colors and Microsoft logos started to appear with increasing frequency, so I knew I was headed in the right direction.
When I entered the store, I was greeted on either side by two smiling and enthusiastic young people dressed in casual garb bearing a Microsoft trademark of some kind. Being something of an introvert this was a little unsettling, and I prepared to fend off the sales attacks. Thankfully, they were confined to the greeting station near the door, and I was free to roam at will. So roam I did.
As you see in the picture below, roaming was more like navigating the turbulent waters of a Class VI rapid, populated by floating logs of eager shoppers. Yes it was crowded, but this is the opening day, so I expected as much. Thankfully there were plenty of stations open, so I went to the least crowded and began to play with Windows 7 for the first time.
My first thought was that it looked a lot like Vista, which was a bit disappointing. I was hoping for something more dramatic, but then too much change at one time would probably frighten off existing Windows users. As I navigated the more familiar UI elements (Start Button, Task Bar, etc.), I noticed some very cool visual enhancements. When you move the mouse cursor to the tray, a thumbnail of the application window appears, not quite readable, but enough to let you know what would show up if you clicked on it. Other UI coolness started to appear, as I clicked here and there, and I could see how this would make life easier for those who are better at opening apps than closing them (moi!). I can’t really remember much more than that, but I liked what I saw. (Hopefully you weren’t expecting a review of Windows 7. I am focused more on the store itself.)
The sales guy who came along was young, and energetic, but not pushy. He seemed very matter of fact and helpful. He proceeded to answer my questions about various features I had hoped for in Windows 7, but had not yet heard about. He eventually asked me about the type of computer I was interested in, so I gave him the description of the laptop my wife is in need of, and he correctly matched these needs with a good candidate.
The laptop we looked at was interesting, not particularly exciting looking from a mechanical perspective, but well equipped. I liked the way the price was easy to find so I didn’t have to ask, lest I feel like I am buying a car from a salesman ready to haggle. And the description of the laptop was simple and stuck to the basics, simplifying the comparison process. They do have human helpers after all, who can answer more in depth questions.
I then asked about NetBooks and we moved on to the NetBook section of the store, and I was pleased to find that Windows 7 was running there as well and it looked great, even on the small screen.
As the conversation progressed he told me about the training options, which got me to thinking that finally I could resign from my involuntary role as household computer tutor. They offer hourly one-on-one sessions, and additional training in something called the Theatre. I am guessing that this is for group sessions.
I was getting a bit restless, so I thanked him for his help, and we shook hands, all in all, a very useful, and pleasant exchange. He was clearly very well trained, and felt quite comfortable talking about Microsoft products.
I then took myself to the Windows Mobile section, feeling that at some point I would fend off another sales person who didn’t know that I was already picked over. Thankfully that didn’t happen (remember the introvert thing). I finally found a paltry selection of Windows Mobile devices, consigned to the back corner of the store. There wasn’t much information on the different specs, and each device was left in an odd state, which for a new user would make for a bad introduction. Surely there must be someone at Microsoft who can create a self running Windows Mobile demo application!
Walls
Feeling I had sufficiently sampled the store’s offerings I started to look around and I noticed a very cool banner which wrapped around the entire store. Occasionally it would even move, and then I realized that it was alive, as in constructed of interlocking LCD panels. Very cool! They appeared to be part of the wall itself. I was so impressed by this, that I later had a conversation with a good friend about how drywall should be replaced with LCD panels, so the walls of an entire house could change color, and follow its occupants with information as they walk from room to room. Imagine reading email with a moving window that tracks your position throughout the house. Of course this would require an OS that can scale it’s UI to square footage instead of pixels. Perhaps this will come up in Windows 8.
As I prepared to leave, I noticed that the doors were swamped with young people, all female, and all teenagers. They were neatly arranged around the entrance in queues, expectantly waiting for something. I suddenly felt guilty, as though all these people were waiting for the chance to see the Microsoft Store and I was taking up a spot with my skeptical, non-buying self. As I left, I remembered reading that a pop star named Justin Bieber would be showing up to give autographs in exchange for an overdose of fawning. I squeezed my way through the crowd, took more pictures, and headed home.
Where Will the Money Come From?
As I drove the rest of the way home, I could not help but ask myself if this would really help sell Microsoft products. I can honestly say that I am now more eager to buy a new Windows 7 equipped laptop, so score one for Microsoft. But then I know I will follow my usual quest for the best possible laptop price, which would easily disqualify the Microsoft store. So the store will help produce a sale, but it will be indirect and clearly difficult to track. This is where the Apple stores have an advantage. Since Apple is the sole supplier of the hardware, controlling the price is easy, so there is nothing to be gained from shopping and they make the sale in the store itself.
All in all, I liked the Microsoft Store and I can clearly see the value. I experienced Microsoft technology first hand without braving an upgrade, with a living expert nearby at my beckon call, all in about 30 minutes. This answered many questions, and settled my concerns, concerns that might have delayed a sale or, dare I say, given me cause to visit an Apple store.
I must admit, my first thought of the Microsoft Store concept was that it was simply a copy of a successful formula used by a competitor. Nothing new, and nothing original. This is not a fair characterization, but even if it was, I can now say to myself, “So what!” This store will serve its greater purpose to generate interest in Microsoft products, and it doesn’t have to be the first at the plate to score a home run.