The potential of surface-computing to improve, not only the customer experience, but also the efficiency of Rent to Own store operations is phenomenal. Here are just a few ways Surface Computing will change the look of RTO in the near future.

Microsoft says Surface Computers will be seen in retail establishments by the end of 2007.

Surface Computing is a technology that the Rent to Own (RTO) industry could use to make a quantum leap in efficiency gains. It is also a technology that the RTO industry is uniquely suited to deliver. See Microsoft's Surface Computing Website.

Picture a surface that can recognize physical objects and allows hands-on, direct control of content. Microsoft recently unveiled Microsoft Surface, a new category of surface computing products that breaks down traditional barriers between people and technology. Surface turns an ordinary tabletop into a dynamic surface that provides interaction with all forms of digital content through natural gestures, touch and physical objects. Users can actually “grab” digital information with their hands, interacting with content by touch and gesture, without the use of a mouse or keyboard.

Microsoft says Surface Computers will be seen in retail establishments by the end of 2007.

The potential of surface-computing to improve, not only the customer experience, but also the efficiency of Rent to Own store operations is phenomenal. Here are just a few ways Surface Computing will change the look of RTO in the near future.

- Virtual Retail Space; In recent years, the average square footage of a typical RTO store has nearly doubled. The primary driver of this expanded footprint id the desire to give the consumer a more "retail-like" experience. Imagine if the Rent to Own/lease to own industry could leap-frog past the retail world and offer the same benefits of a large footprint operation - namely a larger selection of merchandise in each category - by utilizing the virtual world more effectively.

Picture a typical 7 piece living room group in a rental store; Sofa, love seat, 2 lamps, 2 end tables and a cocktail table. The cocktail table has an intelligent surface that acts as a 'virtual showroom' where consumers sit and view hundreds of different styles and available packages.

- An in-home, 24/7 commercial; At some point Surface Computing will become mainstream. It is inevitable. Once this happens, RTO companies will be able to lease these items to an entirely new customer base. Once a surface computer is in a home, it opens up a new world of marketing possibilities. Rental companies could deliver messages about new services and features in real-time directly to the smart surface in every customer's living room. Customers could browse catalogs and place orders from the comfort of their own home. In addition to marketing possibilities, customers will have immediate access to account histories and renewal due dates.

Surface Computing is not so much about new technology as it is about new ways to interact with existing technology. Despite recent advances, a large percentage of the US population remains intimidated by the PC. Smart surfaces, computers that do not require a keyboard or mouse for interaction, remove that fear by making computing a truly intuitive process.

Microsoft CEO Steve Ballmer (left) and Chairman Bill Gates.

“With Surface, we are creating more intuitive ways for people to interact with technology,” says Microsoft CEO Steve Ballmer. “We see this as a multibillion dollar category, and we envision a time when surface computing technologies will be pervasive, from tabletops and counters to the hallway mirror. Surface is the first step in realizing that vision.”

“Consumers now have an entirely new way to get the information they need, turning their everyday tasks into enjoyable and engaging experiences,” said Pete Thompson, general manager of Microsoft Surface Computing. Thompson says there are hundreds of thousands of retail locations that are looking to give their customers the unique and memorable experience that Surface will provide. In turn, he adds, companies will have a new opportunity for generating additional revenue streams and increasing retail traffic.

In the virtual world, there is no difference between multi-billion dollar corporations and mom-and-pops. "The cloud" (virtual world) can allow a vast expansion of products and services offered by the Rent to Own industry without the traditionally accompanying expense of brick and mortar.