Every screen in the store, from laptops to the massive screens on the walls, is touch-sensitive.

On the heels of the company’s newest operating system – Windows 8 – and the launch of its new Surface tablet, Microsoft opened its first store outside United States in Toronto, Canada.

In order to differentiate and highlight their customers experience, the store is designed to be entirely touch-sensitive. Although it is a novel concept, Microsoft is not the first one to heavily invest in retail locations. Samsung and Apple, the leaders in mobile space, have already adopted this strategy.

Microsoft is simply attempting to emulate the success Apple has had with their retail stores. Even though Microsoft has yet to develop a full line of innovative products that Apple has, the technology giant is waking up to the market opportunities of new inventions, such as tablets. However, if the company want to gain a competitive advantage against Apple, they need to establish a point of difference.

Companies’ motivation to maximize profit leads to advancement in technology. Ultimately, customers are the biggest winners in this scenario.

Additional Link: Microsoft or Apple? You decide!

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Source:
http://www.theglobeandmail.com/globe-investor/new-microsoft-retail-store-aims-to-establish-cool-stuff-factor/article5353443/