David Porter, VP of Retail Stores for MicrosoftA few weeks ago there were some concept photos of Microsoft stores floating around. We were quick to dismiss any chance of a Microsoft store making its way to a mall near you. However, yesterday may have changed everything. Yesterday Microsoft announced David Porter would be holding the position of corporate vice president of Retail Stores.
Among other jobs Porter worked at Wal Mart for 25 years. This story practically writes itself from the press release:
“I am excited about helping consumers make more informed decisions about their PC and software purchases, and we’ll share learnings from our stores with our existing retail and OEM partners that are critical to our success.”
Defining the time frame, locations and specifics for planned Microsoft-branded retail stores will be Porter’s first order of business.
I'm sure if Microsoft actually gets to the point that they have stores opened, and those stores are even modestly successful, I don't think they'll be sharing that information with other partners. Call me cynical, but I just don't think it's in their DNA (or Apple's for that matter).
The big question though, is what exactly would these stores sell? Microsoft doesn't make computers. Will they risk alienating certain partners by choosing some brands over others in the store, or will the store simply offer accessories, like Microsoft mice, and everyone's favorite, the Zune?
What benefit does a Microsoft store bring the consumer? Unlike Apple, who could show potential buyers what makes the Mac/iPod/iPhone so special, what will Microsoft showcase when they don't make the hardware? "Here, let me show you how easy it is to use this Microsoft laser mouse!"
I'm pretty sure everybody who wants an xBox can find one, and I'm also pretty sure just about everyone who wants a Zune already got one.
It looks like the only thing they have to gain is the burden and expense of retail stores, and opening them in less than ideal conditions, no less. When Apple opened their first stores, people had little familiarity with the products, and it gave them a chance to try them in a welcoming environment. I think everyone who wants to try Microsoft has had a chance. Maybe that's the real problem