According to job postings found on Craigslist, it appears that Microsoft is contracting with Flextronics RTS to provide on-site computer repair services at their newly-opened retail store in Mission Viejo.
According to the listings, these people will “provide computer services, such as hardware diagnostics and component replacement, data migration, virus removal, setup, and other offerings” that are “within the new retail location of a major software company”.
Here are screenshots of the Craigslist posting and a snippet of the Flextronics RTS listing (in case they are pulled):
I don’t think there are a boatload of major software companies with retail locations in Mission Viejo, unless I missed the Adobe Store walking through the mall earlier this week.
I think that this demonstrates Microsoft’s lack of comprehension of how Apple’s retail strategy has soared compared with the alternatives that were available when they opened in 2001. Apple’s retail stores have actual Apple employees fixing Apple products. Microsoft Stores will have employees of a third-party fixing computers made by others (running their OS, yes, but not their hardware) in their stores. More layers of management and outsourcing will create an experience that is not nearly as cohesive and focused as that provided by the Apple Store a few hundred feet down the hall.
I understand that Apple sells third-party products in their stores, and that Apple doesn’t service those products at the Genius Bar. But have you ever been to the Genius Bar with a non-Apple product? Most of the time, they’ve been more than happy to take a look at the iPod alarm clock dock or whatever it is and see if it is an issue they could resolve (with the Apple product connected to it) or refer to the manufacturer for service if it is not. But these speaker systems and alarm clocks aren’t Apple’s core products. Microsoft’s core product is integrated into devices manufactured by others.
From what I’ve read, Microsoft’s EMS contractor for the Zune and Xbox is Flextronics, which might actually be a bright spot in this whole thing. It may give Microsoft the flexibility they need to provide better service in-store for those products that they have direct control over. I don’t think, though, that Xbox and Zune customers will be the bulk of Microsoft’s retail service encounters compared with the computers they will sell and ultimately, service.
Like every discussion on “building the whole widget” business philosophy, I’ll admit that it is not the only solution to getting your product out there. However, Apple has taken the integrated product, and now integrated retail business model to a level of success that nobody seems to be able to duplicate.
