Microsoft Opens Store in Same Mall As Apple
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Microsoft opened its second retail location, this one in Mission Viejo, Calif., on Oct. 29. Microsoft executives have stated that they intend to compete aggressively against Apple in the retail arena, with plans to open some Microsoft outlets in close proximity to those of its hip Cupertino rival. The Shops at Mission Viejo will be the first true test of that theory, as the mall also contains an Apple Store. (According to the local Orange County Register, the Apple Store in question is "closed for renovations and will not reopen until November." I doubt that. They're probably building a retaliatory iCannon in there.) Microsoft posted a few images from the store opening on its Posterous site:
The opening itself apparently attracted a suitably massive crowd, lured by first-day discounts and gift bags that reportedly contained a $25 Zune Pass gift card and a sticker. The fact that the store and its local ecosystem will employ around 100 people (that's according to Mission Viejo Mayor Frank Ury, interviewed by the local news) is also probably helping the local mood.
Canadian pop star Justin Bieber will apparently be giving a performance in the parking lot at 5 p.m. PST today. You'd think a big corporation like Microsoft would have the cash to hire someone with a little bit more cachet outside of the tweener audience; I hear Kanye West's schedule is flexible lately.
As I mentioned in the blog post accompanying the Oct. 22 Microsoft store launch in Scottsdale, Ariz., it looks as if Microsoft borrowed some ideas from both Apple and big-box stores like Best Buy in order to craft its retail experience. Its consulting company on the project, Lippincott, evidently felt that the wide-open tables loaded with devices, and a "presentation area" with classes, would be essential in helping Microsoft's stores build audience share. A lot of comments over the past week have called out Microsoft on the similarities of its stores to Apple's, but, based on the local news stories coming out of Arizona and California, it doesn't seem as if the customers particularly care about Redmond's Cupertino homage. Maybe Microsoft's striking the same vein here as it did with its "Laptop Hunter" ads: Present relatively inexpensive devices with the right sort of functionality, and people will show up with credit cards in hand. That's what Microsoft surely hopes, at least. Once the hoopla dies down, it'll be interesting to see if the Mission Viejo store can maintain a steady stream of customers--especially with Apple waiting a stone's throw away. |
Comments (4)
> Microsoft borrowed some ideas from both Apple
That's where I stopped reading your article...
Posted by Ty | October 30, 2009 11:44 AM
A supermarket is a supermarket. Shut up and buy some more junk.
Posted by steveperry | October 31, 2009 1:35 PM
both sucks ,go watch apple commercials
Posted by Ahmed | November 29, 2009 2:32 PM
Do you per chance know who in the Microsoft community I can direct my concern to? I have had a very terrible experience the Microsoft store. Not to bore you with the details but they have lost my x-box when I brought it in for repair. In addition they sold me an inactivated 12 month subscription to x-box live, which required another hour in the store to resolve. Below is the letter:
Attention Decision Maker,
Dec. 7th will mark 1 month from the date we dropped off our console. We have been extremely patient. However, we do not have a tracking number let alone an eta.
Issue: X-box "red-ringed" and is covered under 3 year warranty
Nov. 7th – Dropped off the X-box at the Microsoft store (Mission Viejo) with Daniel Moloznik
Nov. 7th – Received e-mail confirmation from X-Box support that our order was initiated
Nov. 19th – Checked the repair status web-site; where no information was listed
Nov. 19th – e-mailed customer support
Nov. 19th – customer support (via e-mail) told me to go to the status web-site
Nov. 21st- customer support (via e-mail) said "it is advisable that you call Xbox Customer Support."
Nov. 21st (or around there)- Called customer support where they have no record of our X-Box being sent in for repair. They proceeded to tell me to go back into the Microsoft Store. Get my x-box back and mail it in. They were unfamiliar with the ability to drop off the console at the store.
Nov. 24th – e-mailed Daniel Moloznik and said, "I went on-line, e-mailed service support and called the service support. They have no record of our X-Box being sent in for repair. Can you look into when we should receive it back and make sure it hasn't gotten lost in the process."
Nov. 25th- Daniel Moloznik replied and said "she told me the system did sadly get lost in translation somewhere but since I was able to contact her we were able to create a new case to send you the replacement."
Nov. 30th – Dec. 2nd – Sent Daniel Moloznik three e-mails asking for the eta.
Dec. 2nd- Daniel replied "I don’t have an actual date but I did hear word that we have re opened the order and an exchange is heading toward your house. I wouldn’t expect it to be much longer then a week to 10 days max."
Dec. 3rd - e-mailed Daniel Molozink for a tracking number
Dec. 3rd – Daniel replied stating he re-opened the order on 12/3 at 5:24. (his previous e-mail said he re-opened the issue11/25). Still do not have a tracking number or an eta.
• Currently I have 19 e-mails in my inbox going to and from Microsoft
• Totaling 74 sheets of paper
• Over 3 hours in the store
• ½ hour on the phone
Daniel has been extremely cordial and responsive. However, It is necessary to escalate this concern. Please get me a new x-box via an in-store exchange or overnight a unit.
Posted by NIcole Felix | December 4, 2009 1:14 PM