MICROSOFT POP-UP STORE TO OPEN IN BETHESDA FOR HOLIDAYS

WESTFIELD MONTGOMERY

ONE OF 32 NATIONWIDE

LOCATIONS TO PUMP UP

AMERICA FOR

SURFACE RT TABLET

Another Robert Dyer @ Bethesda Row Exclusive

Microsoft announced yesterday that it will open a holiday Microsoft Pop-up Store in Bethesda at Westfield Montgomery Mall.  The company did not say when the store will open, but my suggestion would be October 26.

Microsoft Store yesterday at Tyson's Corner

Why October 26?  That's when Microsoft's intriguing Surface RT tablet will be released, and the inside word is that the Surface is the raison d'etre for the pop-up stores.  Given that you will only be able to buy a Surface from a Microsoft Store, it's only sensible that the company would flesh out its spartan retail network nationwide for the tablet's launch.

At a rumored price of $199, the 32 GB Surface will be a formidable match for the Nexus 7 and Kindle Fire.  While many assumed the tablet wars would produce a winner named Apple or Google, Amazon has changed the narrative in the last 12 months.  People are justified to be skeptical of Microsoft seriously threatening Apple in the gadget department (Zune, anyone?).  But the Surface Pro and RT models have generated substantial buzz this summer, buzz that became almost deafening when the $199 price rumor "leaked" four weeks ago.

Do you want a Surface?

Most will have to try one before they can answer that question.

Microsoft's Bethesda pop-up store is designed to let you do just that.