Skip ads and navigation
Advertising
Our network sites seattlepi.comHelp
Print thisE-mail this
Microsoft Surface finds home in AT&T stores

Here's an advance look at a story I wrote for Wednesday's paper. The news is slated to be announced Wednesday at the CTIA Wireless show in Las Vegas.

AT&T says it will start using Microsoft Corp.'s Surface computers in selected retail stores later this month, becoming the first to roll out the Redmond company's tabletop machines.

Picture
What the Microsoft Surface computers will look like in AT&T stores. Click for larger image. (Credit: Microsoft/AT&T).
The big U.S. wireless provider says its retail customers will be able to place specific mobile phones on Surface's 30-inch screen to learn about features, accessories and rate plans. They also will be able to compare two phones at a time, and use their hands to navigate a high-tech wireless coverage map.

As the first real deployment of Surface computers, AT&T's rollout promises to be a critical test of the technology, which uses optical sensors and a projection system to detect objects and display graphics. Surface has been slower to market than Microsoft originally predicted. People in the industry will be watching closely to see if the machines perform in the real world as they have in Microsoft's demonstrations.

AT&T says it's confident.

"We believe in Microsoft Surface and what it can do for our customers," said Andy Austin, AT&T director of retail customer experience. AT&T got "very, very excited" when it first saw the Surface computers, he said.

The first Surface computers will appear April 17 in AT&T stores in Atlanta, San Antonio, the San Francisco area, and two New York City sites. There will be several Surface units in each launch store, more than 20 in all. AT&T says seven stores will be added in May, in those same four markets.

AT&T wasn't among the original customers announced by Microsoft, and it initially won't be tapping the full promise of the Surface machines. For example, customers won't be able to finish their mobile-phone purchases on the tabletop computer. Microsoft's prototype applications were more complex -- showing, for example, how people could drag digital icons across the tabletop to order food and later split the bill at a restaurant.

"This to me is a fairly limited usage of the device. It's not all that exciting in some ways," said analyst Roger Kay, president of Endpoint Technologies Associates. "But they (Microsoft) know that they're late. They're very conscious of time slipping away, so if somebody has an application ready to go, it's like, 'Fine, let's go with it.'."

AT&T says it plans to add more features later, such as the ability to select ringtones, graphics and other features by dragging icons of them across the screen and virtually "dropping" them onto the mobile phone.

The company will use the initial deployments to see how customers and sales people use the Surface technology, Austin said. Although the timing hasn't been set, AT&T plans to ultimately use Surface as the "centerpiece" of its sales technology in all 2,200 company-owned AT&T stores.

By embracing the Surface computers, AT&T will have feet in two big technological camps. It's also the wireless provider and retailer for the iPhone, from Microsoft archrival Apple. AT&T says the Surface computers will be set up to work with eight different phones, but not the iPhone. The Apple device has its own kiosks in AT&T stores.

AT&T and Microsoft declined to disclose the financial terms of their arrangement. Microsoft last year said Surface machines might go for somewhere between $5,000 and $10,000 if sold as individual products, but terms tend to vary significantly in such corporate deals.

Microsoft received widespread attention when it unveiled the Surface machines last year. The company originally said businesses would start rolling out Surfaces in retail and entertainment sites last November.

The original customers -- including Starwood Hotels and Resorts, Harrah's Entertainment and T-Mobile -- are still on board, said Pete Thompson, Microsoft Surface general manager. The timeline for rollout is up to each of those companies, he said, explaining that some have taken longer than expected because they want to connect the Surface to their existing infrastructure.

"Just putting a unit in there with a standalone application was something that our partners decided not to do," Thompson said. "They wanted to wait until they had it integrated into the actual customer experience."

The company also plans to ultimately come up with a version of Surface for consumers. Microsoft executive Tom Gibbons recently told Fortune magazine that he envisions a consumer version within three years.

"We've got to get the commercial and the (business to business) product right, and we're staying focused on that," Thompson said this week. "But we are trying to accelerate our plans to get a consumer version out there, given the strong demand that we've had."

These are the AT&T retail stores where Surface will debut:

  • New York: 381 Madison Ave. and 350 Park Ave.
  • Atlanta: 3429 Lenox Road N.E.
  • San Antonio: 13127 San Pedro Ave.
  • San Francisco area: 1206 El Camino Real, San Bruno

  • Posted by at April 1, 2008 9:01 p.m.
    Category:
    Comments
    #113861

    Posted by number.61 at 4/1/08 9:27 p.m.

    For being in Microsoft's backyard you would think they would put one in the Seattle area.

    ! Login below to post a comment.

    Registered users, log in here
    E-mail 
    Password 
    Remember me
     HELP! I forget my password

    Unregistered users, sign up now

    Or post anonymously (About this feature)

    Your comment (No HTML allowed, use these special codes instead)
    Violating our Terms of Service may result in your post being removed.

    Special codes
    • [b]selected text[/b] -- Display the selected text in bold.
    • [i]selected text[/i] -- Display the selected text in italics.
    • [link]www.seattlepi.com[/link] -- Creates a link to the url between the link tags.
    • [link title="Seattle Post-Intelligencer"]www.seattlepi.com[/link] -- Creates a link to the url between the link tags, uses title as link text.
    • [mail]newmedia@seattlepi.com[/mail] -- Creates a link to an email address.
    Enter the code shown:
    What is this?
    BLOGGER BIO
    photo
    Todd Bishop:
    P-I reporter
    CONTACT INFO

    Have a news tip or a comment? E-mail me or call directly, 206-448-8221.

    MSFT: DAILY TREND

    FEATURED COMMENT

    PictureI think taking a larger share of Facebook would be a good move. Facebook is preparing itself to be the platform of the web and this is exactly what MS needs. Also incorporating facebook services with outlook and hotmail could be extremely useful. Unfortunately, a complete buyout would put MS's name behind the service which could turn users away (as fickle as young people are) so, like the previous 250 million investment, it would need to be quiet."

    -- Wilker, on Poll: Whom should Microsoft pursue next?

    BALLMER MOOD INDEX

    Picture About this feature

    TOPIC: WINDOWS VISTA

    · Vista at One Year: Progress and Pain
    · Computer shop's sales pitch: 'We remove Vista'
    ·
    Full text: Microsoft execs on Vista problems
    · All stories and posts

    MICROSOFT KEYWORDS

    Our interactive timeline analyzes three decades of key documents to provide a scrolling snapshot of the issues at the center of Microsoft's consciousness across the years.

    ARCHIVES
    May 2008
    SMTWTFS
            123
    45678910
    11121314151617
    18192021222324
    25262728293031
    Browse by month
    Browse by category

    Recent entries
    · Next up: A Microsoft-Google antitrust fight?
    · News Corp. says no MySpace-Microsoft talks
    · Poll: Whom should Microsoft pursue next?
    · Opinion: A Microsoft shareholder's manifesto
    · Excerpt: Warren Buffett, Bill Gates on Yahoo
    · Microsoft's new automotive deal: Hyundai-Kia
    · Microsoft adds NBC, other TV shows to Zune
    · Reports: Yahoo still 'open' to Microsoft talks

    Search this blog

    Older archives

    RSS/Web feeds (help)
    RSS 2.0RSS 1.0Atom
    Headlines for your site

    LINKS

    News and information
    · WinInfo
    · Microsoft Watch
    · Directions on Microsoft
    · WinInsider
    · ActiveWin
    · KOMO News: Microsoft
    · NetworkWorld: Microsoft
    · Google News: Microsoft
    · Yahoo News: Microsoft
    · Microsoft Research News
    · Microsoft PressPass
    · Channel 9
    · Anti-Microsoft News
    · NewsForge: Linux News
    · Linux Today
    · Mac News Network
    · Mac Daily News
    · Washington Post Filter
    · G.M. Silicon Valley
    · OS News
    · Gillmor Gang

    Blogs about Microsoft
    · Mary Jo Foley: All About Microsoft
    · LiveSide.net
    · Microsoft Monitor
    · Unofficial MSFT Blog
    · IW Windows Weblog
    · Xbox 2 Blog
    · Inside Microsoft
    · CNet Microsoft Blog
    · Bink.nu
    · Long Zheng, istartedsomething.com
    · Beyond Binary, Ina Fried of CNet News.com

    Computer Security
    · Microsoft Security
    · Wash. Post Security Fix
    · Microsoft Security Response Center Blog
    · Be Careful Out There
    · Security Awareness Blog
    · Bruce Schneier's Blog
    · eWeek Security News
    · Larry Seltzer
    · Symantec Security Resp.
    · McAfee Virus Information
    · CNet Security Blog
    · Security Focus
    · Kaspersky Lab Analyst's Weblog
    · Michael Howard (MSFT)
    · Stephen Toulouse (MSFT)
    · Network World Security
    · Planet Security

    Microsoft employees
    · Employee Blog Portal
    · MS Watch List
    · S. Somasegar
    · Raymond Chen
    · Dare Obasanjo
    · Brad Abrams
    · Heather Hamilton
    · Korby Parnell
    · Matt Goyer
    · Don Box
    · Chris Anderson
    · Joshua Allen
    · Chris Sells
    · John Porcaro
    · John Montgomery
    · Kevin Schofield
    · Rick Schaut
    · Marc Miller
    · Sean Alexander
    · Larry Hryb
    · Jobs Blog
    · Greg Roth
    · Harry Pierson
    · Mini-Microsoft

    Search-related sites
    · John Battelle
    · Greg Linden
    · Unofficial Google Blog
    · Yahoo! Search Blog
    · MSN Sandbox
    · MSN Search Weblog
    · Google Blog
    · Search Engine Lowdown
    · Search Engine Watch
    · Google Like a Hawk

    Browser-related sites
    · Internet Explorer team
    · mozillaZine
    · Surfin' Safari
    · Opera news
    · Browser News

    Technology Weblogs
    · Robert Scoble
    · Paul McNamara
    · Dwight Silverman
    · Charlene Li
    · Joel Spolsky
    · Engadget
    · Gizmodo
    · Corante Apple Blog
    · Amy Wohl
    · Dan Gillmor
    · Simon Phipps
    · Buzz Andersen
    · Chris Seper
    · Hiawatha Bray
    · Paul Andrews
    · Doc Searls
    · Chris Pirillo
    · Campbell & Swigart
    · Longhorn Blogs
    · PDC Bloggers

    Antitrust info
    · FindLaw: Microsoft
    · DOJ Microsoft site
    · Microsoft legal site
    · Findings of Fact
    · ComputerWorld Report
    · Sun legal page
    · Dan Kegel's antitrust site

    Additional sites
    · Google Microsoft Search
    · About Microsoft
    · Microsoft User Network
    · Tablet PC Buzz
    · Living Without Microsoft
    · Lockergnome
    · WSA
    · WashTech
    · CyberLodge
    · Microsoft Permatemps
    · Apache Foundation
    · Librenex
    · Electronic Frontier Foundation

    ADVERTISING

    Most recent posts
    · Seattle Shopper: spotlight on: MOMS, Maids, and More
    · Devouring sEATtle: Now, Bake These Macaroons
    · Take 2 Online: Weekly Wrap - May 5-11

    *Would you like to blog for us?

    Advertising

    Seattle Post-Intelligencer
    101 Elliott Ave. W.
    Seattle, WA 98119
    (206) 448-8000

    Home Delivery: (206) 464-2121 or (800) 542-0820
    seattlepi.com serves about 1.7 million unique visitors
    and 30 million page views each month.

    Send comments to newmedia@seattlepi.com
    Send investigative tips to iteam@seattlepi.com
    ©1996-2007 Seattle Post-Intelligencer
    Terms of Use/Privacy Policy

    Hearst Newspapers