Robbie Bach, head of the Microsoft Entertainment and Devices Division, which sells many of its products to consumers through retail partners, said the company’s decision to launch its own branded retail stores was more about building brand than volume distribution.
After taking a half-hour of spot-on questions from students gathered at Microsoft for the company’s Minority Student Day this morning, Bach sat down with me, Joe Tartakoff of the Seattle P-I and Todd Bishop of TechFlash.
Q: Can you give us your thoughts on moving into retail? You guys have a lot of important partners, especially who resell products from your [Entertainment and Devices Division]…
Bach: “The way you have to put this in context is you have to think of it as just a natural evolution of what’s going on in the market and it’s a natural evolution of what’s going on as we develop our brand.More