Microsoft fires up the photocopiers once again: ‘Microsoft Gurus’ to mimic Apple’s ‘Mac Geniuses’

“Microsoft on Friday said that its $300 million marketing campaign will now involve in-store representatives to promote the brand, the company’s general manager of corporate communications, Tom Pilla, says. Effectively mimicking Apple’s Geniuses as well as their floor specialists, Microsoft will run a trial later this year that sees 155 trained experts in Windows, nicknamed Microsoft Gurus, answering questions at larger retail chains such as Best Buy and Circuit City,” Electronista reports.

“The Gurus will answer both general questions about computers and giving their own demos of different Microsoft programs and services working in tandem, including Windows Vista as well as Windows Mobile-based smartphones and Windows Live web features,” Electronista reports.

Full article here.

Why “Gurus?” Because if they were “geniuses,” they’d already be Mac users.


  1. They’re called “gurus” because they have to import them from Bombay, India. I mean noone else understands Windows in all its variants like a Bombay-guru!

  2. Boy, they are going to need a lot of those. Just connecting a laptop to a Wifi network, you need a certificate of sorts. ” width=”19″ height=”19″ alt=”grin” style=”border:0;” />

  3. it is a lame and blatant ripoff of course. But Apple geniuses? That’s always bothered the crap out of me. I mean, come on, Geniuses? Give me a break. If they were geniuses, why are they working in a low paying customer support mall job for pete’s sake. No, they’re just best buy geek squad level tech support with an assinine and egotistical job title.

  4. OBill-Wan Kenobi,

    “Fresh out of new ideas” mistakenly implies that Microsoft actually had new ideas until just recently, when, in fact, they’ve never had any meaningful new ideas in their company’s history.

  5. I’d be interested to read the “Guru” job description – are they hired for their technical expertise, or for their ability to put positive spin on Microsoft’s poor products? I’m guessing the latter will be at least as important as the former.

    MW: pressure, as in Microsoft must really be feeling it.

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