Microsoft and AT&T have announced a collaborative alliance that aims to transform the way consumers shop for mobile devices. AT&T will become the first company to bring Microsoft Surface to life in a retail environment, giving customers the ability to explore their mobile-phone options using touch and device-recognition technology. Microsoft Surface is the first commercially available surface computer from Microsoft.
Beginning April 17, customers can experience Microsoft Surface in select AT&T retail locations, including stores in New York City, Atlanta, San Antonio and San Francisco. Based on the venture’s success, and learning from these initial pilot deployments, plans for further expansion across AT&T’s 2,200 U.S. retail stores will be determined, according to the companies.
“Microsoft Surface transforms the retail environment from a transaction destination to a customer-engagement destination,” said Robbie Bach, president of the Microsoft Entertainment and Devices Division. “With innovative and intuitive ways of accessing information and digital content on Microsoft Surface, consumers now have an entirely new, unique and personalized shopping experience.”
Tabletop, Touch-Screen Computing
Microsoft Surface is a 30-inch table-like display that lets individuals or multiple people interact with devices and content in a way that feels familiar — by touch, gestures and placement of devices on the display. Microsoft describes the experience as making a surface “come to life for exploring, learning, sharing, creating, buying and much more.”
AT&T plans to use Surface to offer retail-store visitors opportunities to learn about the growing universe of mobile applications and devices. The interactive touch displays, which will work without a traditional mouse or keyboard, will allow customers to review features of a particular mobile device by simply placing it on the display. Surface will recognize the device and provide a graphical overview of its capabilities. Customers will be able to place two devices side by side on the unit and compare their…