As part of its effort to recast itself as an innovative retailer, AT&T is putting its cell-phone business on the table — Microsoft’s Surface table, to be exact.

On Thursday, the telecommunications giant became the first to use the table-like touch display in a retail environment. AT&T stores in New York City, Atlanta, San Antonio and San Francisco will feature the 30-inch display. whether the pilots go well, there are plans to deploy it across AT&T’s 2,200 retail stores in the U.S.

‘Transform’ Shopping

Both companies said the use of Microsoft Surface “will convert the way consumers shop for mobile devices.” Robbie Bach, president of Microsoft’s Entertainment and Devices Division, added that Surface can supply shoppers with “an entirely new, different and personalized shopping experience.”

Microsoft said Surface, previously shown at trade shows, gives users “the opportunity to interact with devices and substance in a way that feels familiar.” Interaction can include touch, gestures, or even the

recognition of devices placed on its surface. For instance, coverage maps can be displayed at national, state, local or even street levels, and users can scale and move the maps with gestures and touch.

Customers can review the features of a specific mobile device simply by placing it on the table display, which will recognize the model and display a graphical overview of its particulars. Two devices placed side-by-side will conclusion in a display that compares them.

During the pilot phase, Surface can recognize eight AT&T phones and display knowledge, including the LG Shine, the BlackBerry Curve 8310, and the Samsung BlackJack II.

‘Wickedly Cool’

Even before customers get used to that new style of retailing with Surface, new features are being planned. The companies said in the future customers will be able to add ringtones, graphics, video and other media or services to their phone by “grabbing” the…

Original post by Top Tech News