Microsoft kickstarts second round of retail strategy

The Home and Entertainment Division (HED) of Microsoft kick-started its
second phase of branding retail outlets across the country. "We are
branding 250 stores across 60 cities. They would be primarily in the B-, C-, D-
and E-class cities, unlike the first phase, where we branded retail stores in
A-class cities only," said Mohit Anand, Head, HED, Microsoft.

It has also tied up with lifestyle stores like Planet M for its 'Go
wireless' strategy across 14 cities. Among a host of channel initiatives, the
company has rolled out the setting up of an HED partner council with the top ten
sub-distys. "It is an informal forum where every month we interact with our
top performing partners and take stock of the situation as well as incorporate
their suggestions to augment business," explained Mohit.

The entry-level black multimedia keyboard and an optical mouse are latest
entrants in the wireless range of products the company has offered. Microsoft
also has an HED retail certification program across eight countries, which it
rolled out in January 2004.

KUSUM MAKHIJA