CompUSA was one of 30 retailers participating in a much-anticipated midnight release party for Windows Vista. More accurately, the release party was much anticipated in New York, where Microsoft had been strewing its marketing dollars and corralling celebrity executives Bill Gates (Chairman) and Steve Ballmer (CEO). While Times Square socialites watched aerial dancers dangle their bodies into a Vista logo, San Franciscans had to content themselves with a football quarterback, a DJ, and burgers.
Not that there’s anything wrong with music, athletes, and burgers, mind you–but as more than one participant noted, this was no Windows XP bonanza graced by Gates’ presence. Rather, Darren Cobb, a regional operations director for CompUSA, estimated a 250-person turnout, while store manager Ben Jiongco had originally hoped for twice that many. More embarrassingly, most customers in line said they didn’t come down for the new operating system, but to take advantage of the store’s co-marketed sales. The first four in line were lured by the rebated Jabra BT 350 Bluetooth headset. They weren’t in a rush to switch operating systems, they said, because in addition to premium software rates, they would have to buy a new video card and RAM to bring their machines up to speed. Those who came out of curiosity or to celebrate the new Windows didn’t plan to buy, admitting they could get the components at almost half price if they waited for volume licenses and sales on OEM components.
The lack of feeding frenzy was also apparent a minute after midnight when the first boxes went on sale. Vista purchases were the exception rather than the rule, and by 12:10 a.m., the four cashiers had all but run out of customers to ring up. Can we assume that Vista’s underwhelming reviews can explain the disappointing turnout? Not necessarily, Regional Director Darren Cobb quickly noted. Give it a week, he suggested, and customers who kept their distance from tonight’s anticipated crowds will make their way to the store.
No comments:
Post a Comment