So, exactly how big is this Microsoft Corporation (NASDAQ:MSFT) launch supposed to be? Well, if one is looking for a hint, this little news item might be more than just a subtle suggestion: Microsoft, which currently runs 20 Microsoft Stores across the country (though, not in any major markets), is currently ramping up the preparation of 12 temporary, or "pop-up," stores in major markets in time for the holiday season.
A recent article describes plans by Microsoft Corporation (NASDAQ:MSFT) to open these "pop-up" stores in cities like San Francisco, Chicago, New York and Miami, in the hopes of taking advantage of the this fall's launch of the Windows 8 operating system, the Surface tablet and perhaps a brigade of new new devices that will run the Window 8 or Window 8 Phone operating systems. The big key to this is that Microsoft had stated earlier that it would only sell its Surface tablet via its own brick-and-mortar stores or through its own online store. Whether that implication of exclusivity or scarcity will resonate will be something to watch - though that proprietary tactic has worked exceptionally well for Apple Inc. (NASDAQ:AAPL) and its brand.
The new stores may help Microsoft Corporation (NASDAQ:MSFT) reach out to the marketplace better with its Surface, plus it may allow potential buyers to play with the different devices to see how they interact and integrate with each other. That ability to actually see that synergy between the Windows 8 and Windows Phone 8 devices before buying anything could open up a new opportunity for loyalty - like with Apple Inc. (NASDAQ:AAPL) computers, if one spends a lot of money on an operating system, they'll want all the services that fit that operating system, and once that's done, it would be very difficult to switch because of the lack of integration between Apple iOS and Windows.
While these temporary stores will only be open for the holiday shopping season, Microsoft Corporation (NASDAQ:MSFT) did announce its plans to open 75 permanent stores nationwide over the next 24 months.