Earlier this month, TMCnet reported a collaborative alliance between AT&T and Microsoft (News - Alert) to transform the way consumers shop for mobile devices. As a result of this partnership, AT&T was set to become the first company in the world to bring Microsoft Surface to the retail environment, providing customers with the ability to explore their mobile worlds using touch and device-recognition technology.

AT&T (News - Alert) in on a quest to recast itself as an innovative retailer and to advance this initiative, the company is putting its cell phone business on Microsoft’s Surface. This platform can identify AT&T phones and display complex information.

As of Thursday, AT&T is the first to try out the 30-inch Microsoft Surface tables at retail stores in New York, Atlanta, San Antonio and San Francisco. Microsoft Surface lets shoppers interact with AT&T cell phones by gesture or by placing a phone on the table-like Surface. If the pilots are successful, plans are in place to deploy the solution across AT&T’s 2,200 retail stores in the U.S.

Both AT&T and Microsoft said the use of Surface will transform the way consumers shop for mobile devices. According to Robbie Bach, president of Microsoft’s Entertainment and Devices Division, the Surface can provide shoppers with a completely new, unique, and personalized shopping experience.

Microsoft Surface enables users to interact with devices and content in a familiar way. Interaction includes such things as touch, gestures or even the recognition of devices places on its surface. Customers can review the features of a specific model simply by placing it on the table display.

During this pilot, Surface will recognize eight AT&T phones and display information, including the LG Shine, the BlackBerry (News - Alert) Curve 8310, and the Samsung BlackJack II.

This capability will add significant value to the retail experience. In the U.S., cell phones are often sold through retail outlets. The challenge is that these devices are some of the most complicated in the world, and salespeople are often not up to date on merchandise.

AT&T plans to leverage the power of Surface in its retail stores to provide visitors with the unique opportunity to learn about the growing options of mobile applications and devices. The interactive touch displays will enable the customer to learn about, explore, and customize their mobile phones.

‘‘We are thrilled to bring this groundbreaking new technology to our stores so we can introduce customers to their mobile worlds in a very personal and easy way,’’ said Ralph de la Vega, president and CEO, AT&T Mobility. ‘‘We look forward to working with Microsoft to continue developing new ways for our customers to learn about the ever-growing lineup of mobile devices and applications.’’
 
AT&T and Microsoft plan to continue to collaborate on new and innovative ways to expand Surface capabilities in AT&T stores.