USA TODAY - Microsoft Surface arrives at AT&T first

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SEATTLE
By Jessica Mintz, Associated Press

Microsoft Surface, the software maker's coffee-table shaped touch-screen computer, will make its debut as a marketing tool in a handful of AT&T's wireless stores April 17.

The Surfaces 22 in all are programmed to recognize eight of AT&T's wireless phones. When a customer places one or more phones on the table, information about features pops up. Shoppers can also zoom around AT&T's coverage map and learn about calling plans by moving their hands across the screen.

The machines are intended to help salespeople, not replace them, AT&T said.

Microsoft unveiled Surface last May, and said the Windows Vista-based machines would first appear in T-Mobile USA stores and properties owned by Starwood Hotels & Resorts Worldwide and Harrah's Entertainment. Those partners planned to have Surface running by November, but later delayed the launch by several months.

Mark Bolger, senior director of marketing for Surface, said those companies are still working on software appropriate for their own brands and locations. He said all three plan on deploying Surface this spring.

But AT&T got there first, with creative help from Avenue A/Razorfish, a design studio Microsoft acquired when it bought aQuantive last year.

"We saw that announcement and immediately began discussions with Microsoft," said Andy Austin, a director of retail customer experience at AT&T. "Obviously I cannot speak to other launch partners, but we are very happy to be their first launch partner."

One of the perks of putting Surface into stores fastest, Austin said, was some influence over design. AT&T's units have a brushed-metal base rather than the black shiny finish early models had.

Apple's iPhone, which also uses touch technology, will not be one of the phones that work with Surface. Austin would not comment on whether AT&T approached Apple about the prospect.

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