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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Microsoft opens retail store as Windows 7 launches Thu Oct 22, 2009 4:09pm EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Tim Gaynor SCOTTSDALE, Ariz (Reuters) - Microsoft Corp opened the first in a planned chain of stores on Thursday, aiming to match rival Apple Inc's successful foray into retailing. Hundreds of people, some of whom had waited all night outside the Fashion Square Mall in this upscale Phoenix valley city, were met with cheers by staff wearing Microsoft T-shirts. "It's fantastic," student Bobby Cramer said, shouting to make himself heard above the scrum. "It's exciting to have ... a place to go to where you can get the software and hardware together." Microsoft had a short-lived experiment in retailing in San Francisco's Metreon Center 10 years ago. Some 500 customers picked over hardware including Xbox 360s, Hewlett-Packard Co and Dell Inc laptops, as well as the Windows 7 operating system, which launched on Thursday. Microsoft announced in February its plan to open stores, hiring a former Wal-Mart Stores Inc executive to run them. A second store is due to open in Orange County, California, in coming days. Microsoft may have a way to go to emulate Apple's splashy store openings and product launches. For example, when Apple began selling its 3G iPhone in July 2008, thousands of people camped outside stores from all over the world for days for the chance to buy one. "WARM AND FUZZY" Microsoft chief executive Steve Ballmer said last week that through the stores, the company was looking to make a direct connection with users, showing the "customer what you really can do". The first shoppers through the doors clearly liked the concept. "It's a good idea to give consumers a warm and fuzzy (feeling) about using an operating system ... It will make consumers feel better about their purchase," said Hafthor Stefansson, an IT consultant who said he uses both Apple and Microsoft systems. In July, Microsoft's chief operating officer said the company would open stores "right next door" to Apple stores. The nearest Apple store to Scottsdale is several miles away in Phoenix. "They're doing exactly what Apple did five years ago - the concept's a rip off," said James Smith, 31, a cab driver who turned out for the opening. "Microsoft might have come up with a better idea than taking Apple's straight out," he said. But videographer Erin Phoenix, a long-time Apple user wearing an i-Phone T-shirt to the opener, said he thought the result would be good for consumers. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: UPDATE 2-Prisa says no concrete talks with Mediaset also on reuters Blog: Wash less, line dry, donate! Toyota philosophy works in the ER Video Video: Nook e-reader launched More Technology News Microsoft launches Windows 7 | Video Nokia sues Apple for patent infringement Amazon rolls out program to sync Kindle with PCs Wal-Mart offers tech support for shoppers FCC commissioners support open Internet rule More Technology News... More News First Microsoft store looks set to open Friday, 16 Oct 2009 05:20pm EDT Editor's Choice Slideshow A selection of our best photos from the past 24 hours. Slideshow Most Popular on Reuters Articles Video Modern man a wimp says anthropologist Microsoft launches Windows 7 | Video Cheating husbands should be whipped? NY court rules against Stuyvesant Town owners Like Windows 7, Vista got good reviews too Top pay at bailed out companies to be cut UPDATE 3-US House panel shortens consumer watchdog's leash CORRECTED - Like Windows 7, Vista got good reviews too New Moon vampires take bite out of Rome film fest China authors say Google violated copyrights Most Popular Articles RSS Feed Video Nook e-reader launched Obama aims to aid small business BlackBerry launches updated Bold Seven more die in Rio drug violence Windows 7 ready for launch ASEAN security beefed-up Shortage of vaccine as H1N1 spreads Colombian drug lord gets 45 years Pakistan on edge as forces fight on Pakistan army's Taliban battle video Most Popular Videos RSS Feed Reuters.com: Help and Contact Us | Advertise With Us | Mobile | Newsletters | RSS | Labs | Journalism Handbook | Archive | Site Index | Video Index Thomson Reuters Corporate: Copyright | Disclaimer | Privacy | Professional Products | Professional Products Support | About Thomson Reuters | Careers International Editions: Africa | Arabic | Argentina | Brazil | Canada | China | France | Germany | India | Italy | Japan | Latin America | Mexico | Russia | Spain | United Kingdom | United States Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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