MITX - Massachusetts Innovation & Technology Exchange


November, 2012

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

Microsoft is sparing no expense to hype its newest piece of hardware, the Surface RT tablet, which arrived on store shelves on October 26. The company is reportedly spending more than $1 billion on advertising the Surface and its new operating system, Windows 8.

Microsoft has also extended its retail reach beyond its existing 34 outlets by opening 30 pop-up stores to sell the Surface through the holidays.

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

Of course, that poll was conducted before Microsoft's Surface and Windows 8 launch event, which may have increased public awareness since then. The pop-up stores could contribute to that effort as well-and maybe lead to more sales for Microsoft.

Source: PCWorld
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