Microsoft gets serious about competition, will roll out 75 new retail stores

When I say the word ‘Microsoft’ what do you think of? Well for most people a grey company with rather unexciting marketing and products which, whilst strong, don’t really connect with the vast majority of the UK population will come to mind. Over the last 6 months however Microsoft have really changed my own perception of them with the likes of Windows Phone 7 and the future release of Windows 8, their next generation operating system which may feature Xbox 360 game interactivity.

It comes as no surprise to me then that Microsoft has announced they are going to inject a little bit of oomph in to their home grown retail programme by launching 75 new high street stores, with the aim of creating a more aggressive retail strategy to put products in to the hands of consumers.

Speaking during the Microsoft Worldwide Partner Conference, Microsoft’s Chief Operating Officer, Kevin Turner said that “We’re doubling down on the Microsoft Stores. It’s allowed us to put the customer first and learn a whole lot about the consumer experience. And we’re going to continue to leverage that” and further explained  ”The biggest single thing, ladies and gentlemen, we’ve learned from the stores is it’s helping us to transition from thinking about our customers to thinking like our customers. And giving us that direct customer feedback is what we’re learning and getting from our stores, providing great choice, value, and service.”

Overall it will be exciting to see how Microsoft’s future retail strategy pans out because after all, they certainly have their work cut out in the smartphone world against Android and Apple.