Microsoft has announced plans to open a chain of branded stores as it looks to catch up with Apple's successful move into retailing. The company did not say how many stores it was planning to open, or when, or which of its products would be on sale.
That is to be decided by David Porter, a former DreamWorks Animation executive, whom Microsoft named Thursday as its vice president of retail stores.
Porter, a former Wal-Mart Stores executive, will report to Microsoft's chief operating officer, Kevin Turner.
Porter is to start work Tuesday, charged with improving the computer-buying experience. Microsoft, based in Redmond, Washington, said his first task would be to set the timing, locations and design of Microsoft-branded retail stores, which will sell computers installed with the company's software, as well as other company products.
The world's largest software company, Microsoft also makes the Xbox video game console and the Zune digital music player.
The long-rumored move to open stores comes with consumer spending under severe pressure from the recession, which has already pushed the electronics chain Circuit City into bankruptcy. A similar attempt by the computer maker Gateway to open stores several years ago was not successful.
Microsoft, bruised by the poor reception for its Vista operating system, is facing increased competition from Apple, which is eating into the personal computer market and dominates the digital music player market with its iPod line.
Apple's stylish stores, numbering more than 200 worldwide, have been crucial in attracting customers in recent years.
Microsoft has been working to revive the image of its ubiquitous Windows operating system, starting with a $300 million advertising campaign that began last fall. Vista, the most recent version of the software, was widely criticized as being slow, requiring new and pricer hardware and not working with devices like printers and scanners. Vista has also been the subject of a series of pointed television ads from Apple.
Microsoft introduced upbeat TV ads last fall, some of which struck back at Apple. The company posted 144 of its employees in electronics chain stores around the world to talk with shoppers about Windows.
The in-store "gurus" seemed to be Microsoft's answer to the Apple stores' "genius bar," where customers can get technical advice. With its announced retail store intentions, the software maker is taking yet another page from Apple's playbook.
But Microsoft's timing may be off. The U.S. recession has hurt the retail sector, and purveyors of electronics have been hit hard.
Even Apple, whose iPods, iMacs and iPhones draw brand-conscious customers willing to spend more for design, was hit in the Christmas holiday quarter by the recession as average sales per store dropped to $7 million from $8.5 million in 2007.
Microsoft had no comment on the problems of Apple, but it said its stores could help consumers make smarter decisions about spending money on technology.