Microsoft rumors come true

This year in March, Microsoft headquarters in Seattle, announced a plan to the General Assembly created the world experience the store, many people by surprise.

1 up to 3 years of rumors into reality. In 2005, Apple products and experiences through the cool shop to many users into loyal fans, the news coming on, Microsoft will create their own experience store. Gossip has always been the "New York Post," also had a sample analysis of that model, Microsoft aims to do so in order to establish its "brand image."

No matter who spread this message from what state of mind, it is not always convincing. Because it does not meet Microsoft's usual sales model. 20 years, the company will sell OEM software vendors or system integrators, retail part of the remote - as a production operating system invisible giant, it does not need gorgeous dress can be quite good to please consumers profits.

But this rumor has come true. Currently, Microsoft is clearly defined and the basic concept of experience design shop, its companies around the world are beginning to plan how to build experience in the local shop.

In fact, Microsoft plans to shop in the world is inspired by the Chinese market - this experience has quietly opened stores in China for a year, it was known as "Windows Mobile cool experience store" specializing in the sales operation with Windows Mobile system of smart phones. Several large cities in China, D. Phone, Digital and gold digital stores, people will see with great Logo Microsoft booth, they invariably stand by the Windows Mobile-based green.

It appears that these stores are not so cool shop. Digital stores in the agent to the green tone of the Microsoft Logo for the eye-catching, but the store and the adjacent Sony, Lenovo, HP and other shops are compared with some shame. The latter tend to store large, light, transparent, decoration fashion; and Microsoft's experience is not a large store, the youngest only 5 square meters, down at a table does not turn over after turn. When people in a noisy city, searching the computer, the Microsoft experience the store could easily be submerged in the many small shops.

Surprisingly, Microsoft has brought experience, the sales performance of stores are still good. "Beijing, a shop selling the best month to sell up to 400 mobile phones, but before the sale but is about 100." Digital Beach project manager, said Guo. D. Phone stores experience Microsoft's Windows Mobile handset sales increased by 260% over the same period. Microsoft's Mobile Communications Division, Greater China, Chan King, director of the new plans for the next fiscal year, sales doubled.

"China is the first attempt to experience the store's market strategy." New said Chan King, "At first the headquarters for the United States is not very supportive of this attempt."

U.S. headquarters in such an attitude is normal. Microsoft to open shop there are some people uncomfortable experience. Apple has a series of stunning hardware design is different from Microsoft's main product is software, such as, for PC's Windows and Office, as well as for mobile phones Windows Mobile.

Microsoft also took into account the cost. Compared with the previous sales model, this new model requires the input of human and material resources - searching for a site, a series of negotiations, design and decoration, training Purchasing Guide? So.

However, Chan King new think this is worth trying. Many Chinese consumers do not even know what Windows Mobile. Chan King to establish a new perception of consumers that you want to view: mobile phone with Windows Mobile operating system is the best use of smart phones.

This is a bit like Intel's "intel inside" strategy. But compared to chips, the operating system more suitable for practical experience to judge by its performance. Especially the Windows Mobile operating system, you can load a lot of fun and useful third-party software, like computer software for various applications, like the computer more, they will make the phone has more features. For these features, consumers can shop experience to experience.

CHEN Jing-new also has its own "theory of the last five feet." "Many people already have come to the time of purchase intentions, but 50% after the store will change the intent. This is the most crucial 'last five feet'." He believes that experience shop can solve this problem.

Chan King therefore strive to headquarters for the new. "I said, you try it, only a few shops open. If you do not try how do you know, OK? Bad and then dismissed it does not matter." Finally he managed to get this opportunity. Chen and partners have chosen the way: on the one hand, to convince the OEM with Windows Mobile system manufacturers to meet; the other hand, to convince the channel business for Microsoft, they are willing to experience the area in the store furnishings.



Microsoft subversion previous sales model, like apples from the experience opened shop. These looks are not enough cool shop successfully appealing to consumers in it?

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"Microsoft wants to do? This is my first reaction was." Dopod COO Xu Weide said. Dopod products are used all of Microsoft's Windows Mobile system and Microsoft be so old partner. However, Microsoft to create a message store experience made him a bit surprised that this move is very easy for OEM manufacturers misunderstood to be here to take the business. Mobile phone store in a professional, the Dopod, Samsung, Lenovo and other mobile phone manufacturers have their own dedicated counter. If Microsoft is to open an experience zone, but a few steps away from each other.

Chan King new mobile phone makers have had to be interpreted: in the mobile phone manufacturers showcase more for the purpose of sale; in Microsoft's showcase of more experience for the purpose. The staff will not experience the area to introduce the Bluetooth feature on the phone or touch screen, but the description is based on the operating system operating systems and third-party software. When Windows Mobile to get more recognition from consumers, will only allow handset makers to increase their shipments.

After such a say, with Microsoft's mobile phone manufacturers are not only willing to grant concessions to buy products and programs, but also willing to pay some money to help experience the store building.

Even if it can convince the phone companies, to repeat the same store with different mobile showcase the problems still channel business concerns. In early 2007, Di Jin Xin, vice president of ICT in the negotiations with Microsoft also raised the question: Will consumers confused?

This is obviously never been resolved. Because when experience built up shop after the customer had looked at Microsoft's experience in many areas of the Dopod phone models but wonder: Is Microsoft's acquisition of Dopod is it?

Jinxin Another concern is the high cost of land in the store, so how to give Microsoft the best position. While Microsoft is a big company, but it is in the IT field, its market share in mobile phones, Windows Mobile is not high, Nokia or other mobile phone makers are also vying for the best store location. Moreover, Microsoft's Windows and Office that many people know that Windows Mobile fewer people, consumers will not be misunderstood D. Phone mobile phone from the store to become a professional IT, mobile phones concurrently in the store?

But then as D. Phone is intended for high-end users to build high-end image of the shops to enhance brand image, while the Windows Mobile smart phone crowd just for high-end business. At this point the two coincide.

Microsoft thought of than most to understand Digital. Prior to working at Microsoft, the largest IT channel distributor had agents all OEM manufacturers Windows Mobile phones. In March 2007, after frequent communication, Digital China began to identify suitable agents. The news spread quickly in circles. "Even Digital's goal is to front-line cities such as Beijing-Shanghai-Canton, but there are still other areas such as Lanzhou, Wuxi, called agents asked questions." Guo Yong said.

Microsoft and Digital China now has opened 21 stores and built a 9 D. Phone stores. Although these stores are not so cool, but the style of uniform, prominent enough Microsoft's brand. "And other vendors, Microsoft does not own (mobile) hardware, allowing consumers to leave Microsoft's software is stable and reliable feeling. Use this style can be understood." Yang Bin, said Analysys International Chief Operating Officer .

Of course, this makes the experience of Microsoft shops out of style, not sales-oriented store - still no consumers hands-free region, placed at the counter is still in one by one model, Purchasing Guide will still be in determining the intention of consumers to buy only after the removal real machine, this time began to experience be considered. Microsoft to change this style may take more effort. Microsoft can not store as Apple and Nokia, as one person. It must communicate with partners and in the communication process and carefully measure each other's input and experience the store return.

But at least sales of the U.S. headquarters have been tempted to upgrade. Microsoft headquarters decided to expand this sales model, Microsoft's full line of products. By this time, Microsoft did to the urgent need to find a new model to sell more products when.

In the mobile phone operating system market, the Nokia-owned Saipan (symbian) operating system for smart phones accounted for 60% of the market share of Apple's iPhone sales are in full swing, which makes the Windows Mobile market share is declining. According to IDC data, in 2007, Windows Mobile system in the U.S. smartphone market share fell from 30% to 28%. At that time Google's Android mobile operating system has been under development.

In computing, a growing number of U.S. consumers expressed interest in Apple. In the last quarter, Mac unit sales exceeded expectations, up 51% over the previous year. And despite Apple's Jobs has always stressed that the products based on the individual consumer, but because of the iPod and the MacBook's love, make more and more people in the office when requested to use Apple machines - is a piece of business in the field may have been dominated by Microsoft .

If you experience the shop really help Microsoft win back the eye, indicating that experience the store opened just in time. March's meeting, not long experience of Microsoft in China and those set up shop immediately. June 17, Microsoft and Suning cooperation in Beijing, Shanghai, Nanjing and other cities in 8 of 15 stores opened "Windows experience stores." Followed the model of Windows Mobile experience store, Microsoft is still and partners to put in the experience with Windows operating systems store computer, and Microsoft's own brand of mouse and keyboard; products on display are still quite satisfactory.

The difference is experience in this store, Microsoft would like to sell more of genuine software. "We found that in fact many people in China want to buy legitimate software, but do not know where to buy it." Microsoft's Entertainment and Devices Division, said Maurice Tan, Managing Director of Greater China.

And partners with this shop, and maintain steady style in other countries will continue. In the U.S., Microsoft and Wal-Mart, Best Buy's talks are underway. "Experience Microsoft is closer to consumers shop." Yang Bin said. Maybe in Vista and other products have been critical of some users, Microsoft began to behave the consumer's perspective the problem.







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