Bah, this is typical Microsoft IMHO.  Apple provides the Mac Genius service in all of its retail locations, which allow customers to set up appointments for face-to-face consultations with tech support (and in some stores for creative support and consultation).  The Genius can make repairs on the fly, check hardware in for repair, answer general questions, provide 1-on-1 instruction, etc. etc., for already-purchased products.  Sweet.  I’ve known many personally, and have used the service a few times–I’m pretty technically savvy but sometimes I need help beyond my knowledge, and it’s nice to be able to drive down the road to my Apple Store and get that help.

Microsoft’s approach is different.  Via TUAW, Microsoft will staff Best Buy and Circuit City stores with “Gurus.”  Will these folks help you out with your existing Microsoft issues?  Nope.  But they will be there to convince you that Windows Mojave Vista is really sweet and absolutely what you need.  I wonder if they’ll wear blue or red polos like traditional BB/CC staffers, white shirt and ties like Mormons on a mission Geek Squad team members, or something altogether different (like the brown Zune)?

I just really can’t see these Gurus adding much value to in-store interactions.  I suppose it all depends on who they hire.  Will they be full-time MS employees?  Will they have a vested interest in Microsoft products, and actually be passionate about what MS can provide?  Or will they be like those dudes who you see sitting in the middle of the mall pretending to tell customers about the awesome powers of a Microsoft Media Center PC-enhanced living room?  Because I’ve actually talked to those people before, and they’re totally non-technical and know next to nothing about the products they’re trying to sell.  If the Gurus are standard Best Buy employees who go to a few training classes and wear a button down shirt instead of a polo, then I think this venture is bound to fail.  However, if they’re actually knowledgeable individuals who aren’t feeding consumers a bunch of crap, it might help to raise awareness of Microsoft’s product lines and their interconnectedness, which could prevent the need for future Mojave Experiments.


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