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Microsoft’s Windows 8 Launch Strategy: Pop-Up Microsoft Stores

Day before yesterday, during Steve Ballmer’s keynote at Microsoft’s Worldwide Partner Conference, Microsoft announced Windows 8’s release timeline. Microsoft’s latest and greatest operating system will be available in retail stores towards the end of October, in time for the US holiday season. In addition to Windows 8, Microsoft will also bring Microsoft’s Windows 8 RT tablet—Surface and Windows Phone 8 phones by OEM partners. This holiday season will be Microsoft’s biggest season for the home consumer, and Microsoft realizes this.

To get these products to the end-user, Microsoft will leverage their Microsoft Stores. So far, the few stores that Microsoft has seem to have less footfall compared to Apple Stores on a daily basis but that can be attributed to the lack of attention-drawing devices—there’s only so much Xbox & Kinect can do. Microsoft’s Surface will be exclusively available through Microsoft Sotres (brick & mortar and online) and Kevin Turner announced that for Windows 8, Windows Phone 8 & Surface launch, Microsoft will have several small pop-up stores to showcase their products and reach more customers. (There will be a Microsoft Store in Toronto, Canada and somewhere in Puerto Rico.)

The strategy is genius and should help Microsoft reach more customers to promote and sell their products.

Image credit: MIS Laboratory

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Manan Kakkar

Manan is a technology enthusiast keenly following the consumer products from Microsoft, Google & Apple.