There aren’t many reasons to write about stores, except to say when a good deal has arrived, and Microsoft’s first store in Australia isn’t necessarily going to be about that. What it will do, however, is answer every Windows question you’ve ever had.
Later this year, Microsoft plans to open its first store in Australia, which will also be its first store outside of North America, and that’s a big deal if you’re inside Microsoft, as it says just how important Australia is to the company.
Even the rest of the world misses out on the opportunity, with no Microsoft Store in the UK or Asia, and nothing in Europe, not yet, anyway, as a former Nokia-turned-Microsoft Store closed in Finland earlier in the year.
So what can a Microsoft Store bring? According to Microsoft’s Jonathan Adashek, it’ll be more than about trying to sell Windows to the world.
“For us, it’s about building relationships with our customers one at a time,” he said, telling us that the store will be about tailoring Microsofts applications to individual people, and allowing them to see how it fits with their lives.
“We are not doing experience stuff,” said Adashek, adding that “we want people to try it and have the ability to take it home. We’re going to have the full selection, [and] this store doesn’t change our position on our partners.”
What does that mean?
Essentially, when you walk into a Microsoft Store — the Microsoft Store in Australia, which will be located in Sydney’s Pitt Street Mall — you’ll find products across the Microsoft spectrum, whether it has been made by Microsoft or someone else, such as Asus, Dell, Lenovo, Acer, and so on and so on.