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Microsoft plans 75 new stores, 100m Windows Phones a year

updated 02:35 pm EDT, Wed July 13, 2011

Microsoft vows retail push and big WP7 sales

Microsoft COO Kevin Turner during his presentation at the Worldwide Partners Conference on Wednesday set out ambitious plans both for Microsoft's retail stores and for Windows Phones. With just 11 stores open or near opening today, Microsoft plans to "accelerate" and add 75 more stores through the next two to three years. Some of these will be outside the US, he said.

Most American stores will be concentrated in California, the Northeast, and other major urban areas.

The executive was equally optimistic for Windows Phone sales. Estimates at the company were that it would ship 100 million of the devices a year in the wake of the Nokia deal. Turner didn't say whether he anticipated this from the first Nokia Windows Phones in 2012 or if he saw share building up to that point.

Retail expansion would be unusually brisk for Microsoft and would belie its public claims that its official stores are experiments that it passes on to partners. With 85 stores and in some cases multiple stores in one city, the business would be more comparable to Apple and would be competing with nearby electronics shops rather than complimenting them. Apple currently has over 300 stores, most in the US but with an increasing amount in Europe and elsewhere.

The stores are already consciously designed to imitate Apple's model with bright and open spaces, full demo units, and a Genius Bar-like help desk. When possible, Microsoft has often put its stores in the same shopping malls as Apple's, occasionally within eyesight.

Turner's estimates for Windows Phone also presume both popularity for Windows Phone and sustained interest in Nokia. CEO Steve Ballmer acknowledged that Windows Phone had so far seen no growth in several months despite heavy marketing. Nokia has also seen rapid declines in share and may not necessarily have the presence in smartphones that Microsoft wants.

By Electronista Staff


  1. joecab

    Fresh-Faced Recruit

    Joined: Apr 2004


    75 Microsoft retail locations ...

    ...opened right alongside 75 Apple Stores, no doubt

  1. Foe Hammer

    Fresh-Faced Recruit

    Joined: Feb 2005


    I Sure Hope They Open Alongside Apple!

    What better way to increase traffic to the Apple Stores than by opening more of these Ballmer retail experiments nearby?

  1. Stogieman

    Professional Poster

    Joined: May 2000


    Good News For Wrenchy...

    That's an awful lot of Miley Cyrus tickets MS is giving away.

  1. JuanGuapo

    Fresh-Faced Recruit

    Joined: Jan 2008



    I'm a Mac snob but it's nice to see PC peeps get a place to call "home" even if it is somewhat copying Apple.

  1. sammaffei

    Fresh-Faced Recruit

    Joined: Sep 2004


    Poor dumb b*******

    think it's an Apple Store.

  1. climacs

    Mac Enthusiast

    Joined: Sep 2001


    The more they build

    The more $$$ they piss away

  1. gprovida

    Junior Member

    Joined: Feb 2006


    Me 2 Again

    So aside from advertising is there any evidence they make or least don't loose money.

  1. byRyan

    Fresh-Faced Recruit

    Joined: Jun 2007



    its good that they are shipping 100 million phones. Hey, if they are lucky, some one might even buy one of those phones!

  1. Grendelmon

    Mac Enthusiast

    Joined: Dec 2007


    I was at the Mall of America

    ...last week. I look right, Microsoft store has light traffic. Mostly people playing the Xbox. I look left, and the Apple store looks like a packed night club with hardly any room to maneuver. I chuckled to myself.

  1. SockRolid

    Forum Regular

    Joined: Jan 2010


    Strike two...

    Turner's estimates for Windows Phone also presume both popularity for Windows Phone and sustained interest in Nokia.

    That's strike one and strike two in one sentence. One more strike and you're out.

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