'I can't wait to Windows shop!' Partner reaction to Microsoft London store opening

Flagship 22,000 square foot outlet opens to general public this morning, but not all partners are convinced of Microsoft's motives

Microsoft partners will receive a PR boost this morning as the vendor opens its first European store in London, but not all have warmly greeted the move.

The 22,000 square feet, three-floor store is located in Oxford Circus virtually on the doorstep of Apple's Regent Street flagship.

Microsoft UK CEO Cindy Rose billed the outlet as "more than just a shopping experience", stressing that it will teach kids to code, train educators on how to use tech in the classroom and showcase digital transformation to small businesses and large enterprises.

Visitors will be greeted on the ground floor by a large video wall and Surface devices on tables, a McLaren Senna hypercar customised with an Xbox and a HoloLens mixed-reality headset.

Microsoft already operates 82 physical stores in the US, Canada, Australia and Puerto Rico, but this is its first outlet in Europe and its second largest after its flagship New York location.

Neil Murphy, UK group managing director at Microsoft partner Bytes Software Services (pictured), said he was planning to visit the store today.

"As a Microsoft partner of over 23 years standing anything that Microsoft does to create more PR and more focus on its products and services is good news for us! I for one can't wait to visit and "Windows" shop ha ha ha (pun intended!)," he told CRN.

Mary Hunter, managing director of Microsoft Dynamics specialist Columbus, said the store encompasses "way more than people will imagine from a 'traditional' retail store".

"There's a great presentation setup area for partners to use with businesses to showcase technology in action. It's also a perfect location for STEM initiatives to open the minds of our next generation," she said.

Martin Neal, CEO of Microsoft AI Inner Circle partner ICS AI, also greeted the move.

"I've just been there. I think it's a cool combo of business, education, gaming and retail. A very smart use of space in the heart of the capital," he said.

However, Kelvin Kirby, CEO of Microsoft partner Technology Associates, questoined Microsoft's motives in light of its controversial decision to withdraw some benefits from Gold and Silver partners.

"To be totally honest, until a week ago I thought that this might be good news, with the store focusing on consumers rather than business users," he said.

"However with the recent debacle over Microsoft's withdrawal of free partner support and IUR licences, which has the effect of making the partner programme virtually worthless, I believe this could be a trend from Microsoft that means the company is ditching partners in favour of going it alone in the channel.

"It will be interesting to see what happens at Inspire next week, of course, and how Microsoft reacts in the face of immense displeasure at the changes Microsoft has announced. I am slightly nervous that these recent announcements may just be a prelude to a massive cull of partners to be announced next week."

Kirby also said he doesn't see Microsoft replicating its Oxford Street store in other UK cities.

"Indeed Apple did this at a time when retail locations were still popular and the high streets, as we know, is seeing significant loss of businesses, often due to the high rates and cost of not moving to an online presence," he said.

Rose (pictured) said she had been planning for the UK store launch for three years.

"What I love most about this flagship is that it's so much more than just a shopping experience. It is a destination where we can engage with local community to bring our mission to life," she said.