AT&T’s Small Business division asked the Emerging Experiences Group within Razorfish to create an in-store experience as part of a 30 store pilot program to create better awareness and engagement with customers as well as provide associates more powerful sales tools. The project has been a big success and you should be able to take a spin in a store near you soon.

The teams on launch night consisted of representatives from AT&T, Microsoft and Razorfish. The launch night activities included unpacking and setup of the Surface devices, construction of the fixtures, installation of the Surface application and the deployment of the Surface application content from the centralized content management system. Despite some network glitches and last-minute content changes, the launch was a huge success. Each location opened their doors the following morning to a wave of customers and media.

AT&T Surface Launch Pictures

With an abundance of plan and phone choices, shopping for cell phone service can require a lot of time. However, this award-winning in-store solution streamlines the sales process by enabling customers to make informed decisions around wireless technologies. The solution combines Microsoft Surface technology with an innovative and engaging user interface. It is the first Surface application to be deployed and remains the largest deployment to date (50 tables in 12 stores).

Check out the video walkthrough of the AT&T Retail Surface Experience above. We provide an in-depth walkthrough of the experience and cover some of the environmental, user experience and technology considerations when developing applications for the Microsoft Surface platform.