The Microsoft next door

So Microsoft is opening their own branded stores. In many cases, the stores will be opened in close proximity to the incredibly successful Apple Stores.

On the face of it, it's smart. Microsoft has not shied away from going after Apple from a price standpoint and I applaud them for being aggressive.

However the problem that Microsoft has may not be solved by sticking their products in a snazzy casing. Let's face it. It's a Windows World. The majority of computers sold today contain Microsoft technology. One could argue that Microsoft has stores on every corner since retailers big and small sell Microsoft products. It's not for lack of exposure that the Microsoft brand is in trouble. It's lack of trust – Microsoft products are robust but also seen as complicated and insecure. A retail presence doesn't negate the user's experience at home or in the office.

Before Apple Stores were created, Macintosh products were often sold in dirty dingy strip mall stores that had limited appeal. It was a horrible customer experience and a far cry from picking up a tower or a laptop at the nearest CompUSA, where there was a broad selection of both software and hardware. It must have annoyed Apple to have so much work go into the product/industrial design only to have it marginalized in retail.

Personally the only way that I think the Microsoft stores will be successful is if they take on the role of product support. It's no secret that the Apple Stores are now the primary touchpoint between the user and technical support. Being able to take your device in and talk to someone about your problem goes a long way to improving customer satisfaction, an issue in the tech space.

If Microsoft is willing to shoulder the responsibility of tech support, then I think it will be a successful endeavor. But if the sole purpose is to show up Apple and turn the Microsoft store into a product museum, then I wonder what the difference is between a Microsoft store and the beautiful but essentially useless Nokia store in Chicago.

What is the consumer problem that they are solving? I can think of several but I'm not sure they will be solved by a storefront. Time will tell.