Software // Operating Systems
News
10/29/2012
01:09 PM
Michael Endler
Michael Endler
Slideshows
Connect Directly
Twitter
RSS
E-Mail
50%
50%

Windows 8 Momentum: Will Pop-Up Stores Help?

Microsoft opened dozens of temporary stores to showcase its new Windows 8 and Surface tablets. Take a look at our opening day tour.
Previous
5 of 8
Next


Though the San Francisco pop-up store's opening day crowds were impressive, it's probably best not to read into them too deeply. On the one hand, the store offered the public the first look at a highly publicized new device, which could have inflated the crowd's size. Then again, Surface might inspire enough positive word of mouth to continue driving long lines, and to effectively negate the front-loaded attention that often accompanies must-see devices. Either way, the first-day showing makes it difficult to gauge whether public interest will be truly widespread.

Put another way, the crowds were big -- but in an age when fan-boy culture has turned camping out for a spot in line into a rite of passage, not that big. The masses that congregated for Apple's recent iPhone launch, for example, were far larger. Even the queues that form for particularly big movie openings -- say The Avengers or The Dark Knight Rises -- make the pop-up store's launch seem relatively modest. If movie tickets and next-gen tablets seem like an apples-to-oranges comparison, that's a fair comment -- but considering that Microsoft's advertising budget for Windows 8 is said to dwarf even Hollywood's largest publicity bonanzas, the juxtaposition isn't without its place.

The store's staff members declined to state whether the opening day's crowds had exceeded expectations, but did say they'd been "overwhelmed" by the constant stream of interested shoppers.

RECOMMENDED READING:

8 Cool Windows 8 Tablets

The Apple-ization Of Microsoft

Windows 8: You Can Handle The Learning Curve

Ballmer: Windows Has Great Tablets 'For The First Time'

Windows 8 Review: All About Touch

Windows 8: Are PC People Out Of Touch?

Windows 8: 10 Questions For Microsoft's Enterprise Chief

Windows 8: A Win For Enterprise Security

Windows 8: A Bridge Too Far For Enterprises?

Previous
5 of 8
Next
Comment  | 
Print  | 
More Insights
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek Tech Digest, Dec. 9, 2014
Apps will make or break the tablet as a work device, but don't shortchange critical factors related to hardware, security, peripherals, and integration.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of December 7, 2014. Be here for the show and for the incredible Friday Afternoon Conversation that runs beside the program!
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.