Microsoft Demo Display Tough on Security

When Microsoft Corp. introduced its tablet PC on a P-O-P display, it put the product in the consumer's hands. The display showcases the computer's versatility and mobility and enables potential buyers to understand how it works. In addition to functioning like a laptop computer, the tablet PC has a special pen one can use to write notes on the screen, which swivels. In order for users to experience this feature, the tablet PC needed to be more accessible than other notebook P-O-P displays allowed, says Mike Stout, merchandising manager for the Redmond, WA-based company. "With this display, we wanted to be able to merchandise in both slate form and notebook form," he says. "We also wanted the ability to support different form factors, different sizes. And we wanted to elevate this above other notebooks [by raising] it a couple of inches." He adds that the company wanted to deter theft while encouraging customer interaction.Frank Mayer & Associates, Grafton, WI, designed and produced the piece, which is 16 inches wide and between 18 and 24 inches deep, depending on the retailer's shelf specifications. The tablet PC and pen are tethered to the structure with a security lock and cable.Microsoft worked with the retailers' core lock vendors to get the same lock for the tablet display as for the other notebook computer displays. "We wanted one manager to have one key so if there was ever a [security breach], they could replace the locks for all the notebooks, including our tablet PC [with one core lock]," Stout says.This led other retailers to change how they secure computers, he says. "In some ways, our display has helped to push the industry forward in some security measures, such as Best Buy now using a thicker cable-and-tether system like what we've introduced."He says Microsoft plans to evaluate the success of the tablet display through sales data and retailer satisfaction. Although sales data is unavailable, he says, early feedback from retailers -- which include Best Buy, Circuit City and Staples locations -- has been positive. The display contains a panel header on the front for promotional copy. A brochure bin is attached to the back. However, Microsoft modified the display to meet the needs of Staples. Because Staples stores don't accept brochures, Microsoft had to provide a flip guide instead, Stout says. Both the flip guide and the brochure contain information on the tablet PC's components and functions."We intended for this piece to be as flexible as possible," he says, explaining that because shelf space resets all the time, Microsoft's goal was to make the P-O-P displays easy for all participating retailers to use.

Microsoft Demo Display Tough on Security

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