Microsoft opens first Priority Store in Chennai
11 Jun 2015
Technology giant Microsoft today opened its first Microsoft Priority Reseller Store in Chennai, after rebranding the ''Nokia Priority'' stores.
The change of brand comes after the Microsoft-Nokia deal under which the software giant acquired the handset business of Finland-based Nokia for $7.2 billion (See: Microsoft to acquire Nokia's handset business for $7.1 bn).
''We are launching the first Microsoft Priority Reseller Store in Chennai today. In India itself it is a big change for us, which we are trying to offer as part of the Microsoft experience is concerned.'' Nokia India sales director-south, T S Sridhar told PTI.
He added, there were 441 Microsoft Priority Reseller Stores in India and 8,872 mobile reseller stores.
Nokia India Sales operates as a subsidiary of Microsoft Mobile Oy, the rechristened Nokia Mobility business.
When asked as regards when all 441 outlets would be completed under the Microsoft transition, he said Chennai was the first store where the company was launching at the moment. He added, by month end all stores would be up and running with the Microsoft Priority Reseller Logo.
He further informed that all service outlets under Nokia Care brand would also be rebranded as Microsoft Care. The company had 118 such centres.
He also launched the Lumia 540 Dual SIM mid-range smartphone priced Rs10,199, which comes equipped with Windows 8.1 operating system capable of being upgraded to Windows 10.
According to commentators, the initiative had been undertaken with a view to increasing the company's presence in emerging markets like India. The rebranding drive got underway at a flagship store in Chennai.
India was the first country among Microsoft's global markets to roll out the new look for its retail outlets.
Speaking on the occasion, Sridhar said, "This is perhaps one of the biggest rebranding exercises undertaken by a mobile manufacturer and we wanted India to lead the way, being a priority market for us. For many consumers, the rebranded shops will be their first experience of Microsoft as a consumer hardware manufacturer."
According to Microsoft, its retail presence would fall under two categories, while existing Nokia stores would transform into Microsoft Priority Resellers, limited only to Microsoft products, the multi-branded retail stores would be rechristened as Microsoft Mobile Resellers.
According to Microsoft, the transition was happening across 8,872 stores and 119 care centres in India, of which 441 outlets were getting a completely new look while remaining were being refreshed with new signage by the end of this month.