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Mon, 08 Sep 2008 Microsoft starts its photocopiers - calls in its 'gurus'

Microsoft begins its counter-attack - seems familiar?

Jonny Evans

Microsoft's photocopiers continue whirring, with the company seemingly now chasing Apple's shadow, as evinced by separate reports this weekend.

First the company's much-castigated ad campaign attempts to show that Apple exercises a one size fits all strategy, as opposed to Microsoft's mantra that it offers some kind of individualised choice.

Second, the company has confirmed plans to open a chain of retail outlets designed to compete with Apple - and in order to help itself achieve this it intends staffing these stores with a new job role - the Microsoft 'Guru'.

That clear reflection of Apple's 'Genius' strategy is yet another sign that Cupertino is running rings round its ancient rival.

These 'gurus' will also be fielded at Microsoft's larger retail partners, including Best Buy and Circuit City. They will answer questions, repair problems and offer demos of equipment, attempting to show how different Microsoft-powered devices work together.

Finally, as Apple prepares to announce its new iPod upgrades tomorrow, Microsoft has begun shipping new model Zune players in the US, and has announced that the devices will offer a WiFi store for music and an FM radio that's equipped with the capacity to tag songs as they play.

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Comments received


Tom said on Mon, 08 Sep 2008

Same old Microsoft! Steve Ballmer will never be cool.

Daniel said on Mon, 08 Sep 2008

Wow so that's what the ad is about! Good luck with that one losers

Error, Error, Error said on Mon, 08 Sep 2008

Just one little error here. The original post indicated that these Gurus will NOT do hardware or software repair. They will be there to DEMO and promote Microsoft items.

Sales people, they are. :-)
Just a thought. en

Phil said on Tue, 09 Sep 2008

Now Apple buyers in Regent Street will be able to watch MS buyers taking their MS products back to the MS store!

DE said on Tue, 30 Sep 2008

Where did they say they were opening their own stores? that is inaccurate.

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