In every Apple store there is a certain section dedicated to a group of technicians called Apple Geniuses. These employees are extremely well trained to answer any kind of question asked by the user, but also to solve any kind of problems users have with their own products. Apple's concept seems to be so good that Microsoft wants it to enter it in their own stores, but of course under a different name. Answer Desk is the name of the new service and unlike that of the Apple company, it will be available both in physical Microsoft stores and online on a dedicated website.
In a blaze of literally no publicity, Microsoft today launched AnswerDesk.com, its new round-the-clock 'premium' technical support service, which aims to provide assistance to customers experiencing issues with Microsoft software and services. MS claims that the new site will give its users "the most convenient, friendly and easy way to get the most out of your PC". Offering access to this support 24/7, 365 days a year, is a team of "Answer Techs", Microsoft's rip-off of homage to Apple's pretentiously named "Geniuses", who offer support to customers in Apple Stores worldwide.
Microsoft customers will benefit from the assistance of people as well trained as the geniuses from Apple, but in the case of Microsoft the technicians will be able to perform various operations on the users' computers. Unlike Apple's service, Microsoft's costs around $99 for various interventions, so I don't think there will be that many customers willing to test it. In conclusion, the successful concepts of those from Apple generate the launch of other similar services and in the end the user has the most to gain, but only when the services are free.
