Microsoft announced Friday that it will be launching its own chain of stores "to transform the PC and Microsoft buying experience." In particular, the company mentioned a desire to better articulate and demonstrate the advantages of its products. The move seems to be an effort to mimic the success that Apple has had with its retail stores.

This is not the first time the software maker has embarked on a retail adventure. In 1999, the "microsoftSF" store at the Metreon in San Francisco opened for business. Estimated at 8,500 square foot at the time, the store packed endless shelves of boxed software, but also a showcase room used to demonstrate capabilities of Microsoft's WebTV platform. Similarly to Apple's retail store, Microsoft's San Francisco store tried to look like a computer boutique, thanks to a little help of art installations. The experiment ultimately failed, and Microsoft closed it down two and a half years later.

Obviously, much has changed in retail since 2001, and Microsoft may go in a different direction with its current retail push. But some partners wonder if Microsoft isn't stretching itself too thin by entering yet another market, this one arguably more challenging than any of the ones Microsoft currently plays in.

David Porter, head of worldwide product distribution DreamWorks Animation SKG, will join Microsoft as corporate vice president of Retail Stores, reporting to Microsoft Chief Operating Officer Kevin Turner. The stores, according to Microsoft, will improve the PC and Microsoft retail purchase experience for consumers worldwide, including helping consumers make more informed decisions about their PC and software purchases.

Porter's first task will be defining the time frame, locations, and specifics for the Microsoft-branded retail stores. Microsoft doesn't go into much detail about what exactly a Microsoft-branded retail store will consist of. The company will be aiming for individual consumers rather than businesses with retail locations.