Microsoft has announced that it will be opening its first store in Canada, within the Yorkdale Shopping Center.
The move comes as the company continues to try and keep up with the established Apple brand who dominates the market on most levels. In terms of its products as well as its physical stores, Apple is ahead of the game, but Microsoft certainly has the core fan-base at hand to make a charge over the coming months and years.
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With a solid reputation of reliability and customer satisfaction built up over the years, and recent successful devices being released such as the Kinect for the Xbox 360, Microsoft has all the tools available to challenge Apple’s empire, and a move across the US border into Canada certainly seems a logical, initial step.
The announcement has come at an exciting time for Microsoft too, in the lead up to its Surface tablet being released later this year. This will go into direct competition with Apple’s iPad, as well as Amazon’s Kindle and the Blackberry Playbook.
Significantly though, it will be the company’s retail presence which determines the overall success in taking on the seemingly unbeatable Apple store. The existing Microsoft stores are quite similar in design and concept but do have their own individual selling points too which set them aside from their rivals. Extra seating and comfort has been added to the Microsoft experience, to challenge the familiar stand-up and try system that Apple has so popularly adopted.
The store’s inclusion in the Yorkdale mall is also a great addition to the Canadian store’s repertoire as it continues to expand itself. A $220 million expansion is currently in progress, adding nearly 150,000 square feet of space and accommodating 40 new stores by the end of 2012.