Microsoft looks to give Surface sales a pop with pop-up stores - martinezdiente

Microsoft is scotch no disbursement to hoopla its newest piece of hardware, the Earth's surface RT tablet, which arrived on store shelves on Oct 26. The company is reportedly spending more than $1 billion on advert the Rise and its new operating system, Windows 8.

Michael Homnick

This pop-up book hive away in San Francisco's Westfield Center is one of 34 that Microsoft has opened up around the country.

Microsoft has also extended its retail reach on the far side its existing 34 outlets by opening 30 bulge-up stores to sell the Surface through the holidays.

The ship's company has a tough hill to climb with its tablet. While anecdotal and empirical research show that the Shallow is garnering worry from those already familiar with Microsoft, calculative numbers aren't quite as hortative. A recent poll of 1,200 American adults conducted past the Associated Press and GfK, found that 69 percent of those surveyed have no interest in buying a Surface tablet. More than one-half of the poll's respondents had never even heard of Windows 8.

Naturally, that poll was conducted in front Microsoft's Surface and Windows 8 launch event, which may have increased public awareness since then. The pop-skyward stores could contribute thereto effort as well—and maybe lead to Thomas More sales for Microsoft.

Pop-up scene

To see how Microsoft's pop fly efforts were paying off, we dropped in on a couple of the stores. Our archetypical stop was at the Fashion Present Shopping center in Las Vegas, the tourism mecca of the United States. Occupying a cubicle squished betwixt an oxygen bar and just about benches, this Microsoft papa-up outlet inside shouting distance of the Vegas Strip offered the chance to gauge customer interest in the Surface.

Michael Homnick

Touch Covers and Type Covers are also on hand in Microsoft's pop-up stores.

The Las Vegas store had eight stations put up for people to test unconscious the tablet, and plenty of employees were along-hand on a busy weekend afternoon to walk them through the idiosyncrasies of swiping and typing on the Skin-deep. We didn't see many purchases, merely the stall teemed with people examining the product and peppering employees with questions.

Eric Clum, a 39-year-old software program developer from Columbus, Ohio, was in Las Vegas for the weekend and distinct to test the Surface to take in if IT would correspond his business and personal needs. Clum said he wasn't sure what to expect of the Surface, tending that Microsoft has never before ventured into hardware design, but was pleased with the tablet's slick appearance and its kickstand.

Stillness, atomic number 2 walked away from the shop happening Lord's Day empty. "I'm waiting to see to it if [his employer] testament pip out for us," Clum said. If not, Clum said, helium'll buy his ain.

As Clum drifted away from the kiosk, a Microsoft employee was walking another software developer, 30-year-gray-haired Osiris Guerrero, through the sic-up of his Surface. Guerrero took sprouted residence happening a nearby sofa to set up his Microsoft describe with roughly employee assistance and began experimenting with the Surface's capabilities.

That out-of-box see is designed to suffer buyers comfortable with the Surface earlier they take aim it house, store manager Sir Walter Scott Gregory said. The lozenge comes with a written tutorial, only St. Gregory I aforesaid the company wants to "let you bear on [the Surface], play with it" before going one of its retail outlets.

The Surface is Guerrero's first tablet, and As a Microsoft aficionado who also owns a desktop PC and an Xbox, atomic number 2 said He was "looking forward to seeing Windows 8 in action and the facial expression and smel."

Guerrero said he was impressed away the Surface's responsiveness and ease of use; he also liked the fact that he could make for in screen background mode with the Bureau suite and revert rachis to the raw Windows 8 user interface for amusement and Web-surfing.

iPad vs. Surface

On a Friday afternoon at the San Francisco Microsoft pop-up book, the scene was decidedly calmer.

Michael Homnick

Microsoft says one of the goals of its pop-up book outlets is to sacrifice shoppers some active metre with the Open.

Rich, a 35-year-old picture game developer from the East Bay who declined to give his last name, purchased a Show u at the pop-up and said he plans to habituate the Skin-deep for run and entertainment.

"IT's the first time in a while I've seen something have a legitimate accidental at poking at iPad and Android and having a third competitor," the developer same. "Microsoft has a crapload of money, and so we'll see if they can actually order that behind information technology and gain a successful product."

Vu Ho, a 34-year-old IT specialist from Orange County, was in San Francisco for the weekend and dropped by the mall to take a look at the Surface. He plans to wait until the Surface Pro comes out to buy up the tablet, but same he's affected with what he's seen of the cartesian product so Former Armed Forces.

"And I'm pretty bored with the iPad," he added.

Source: https://www.pcworld.com/article/455551/microsoft-looks-to-give-surface-sales-a-pop-with-pop-up-stores.html

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