Microsoft served notice on archrival Apple on Thursday with the Scottsdale opening of what will likely become a global chain of retail electronics stores.

The first Microsoft Store, located behind a sleek storefront at Scottsdale Fashion Square, is the software giant's answer to its competitor's international chain of 275 Apple Stores.

While Apple Stores primarily sell Apple computers, iPhones and iPods, the Microsoft Store carries products from a variety of manufacturers.

There are Panasonic televisions, Bang & Olufsen headphones, Dell computers and LG telephones, among many others.

All of the products, however, run on Microsoft's Windows 7 operating system, which was released concurrent with the store opening.

"We are a software company, but we also want to be a successful retailer," said Kevin Turner, Microsoft's chief operating officer, in Scottsdale on Thursday.

Those products have in the past been sold mainly through intermediate resellers such as Best Buy and Walmart, which kept Microsoft from interacting directly with its customers.

"The moment of truth is when someone is standing in front of you wanting to buy something," Turner said.

Besides making money selling electronics and software, Microsoft hopes the stores will provide a more intimate relationship with its estimated 300 million customers that will lead to more successful products.

The company plans to open a second store in Mission Viejo, Calif., later this month and may open more, based on the success of the two pilot locations.

If the initial turnout in Scottsdale on Thursday is any indications, more stores will follow quickly.

Dozens of people spent the night in the mall's parking lot to be first inside the new store.

Jim Butera of the Police Department said there were 100 people waiting when he arrived at 6 a.m., and he estimated that 1,500 to 2,000 people had been through the store in a few hours after the 10 a.m. opening.

The incentive to camp out was provided by an offer of free Ashley Tisdale concert tickets to the first 1,000 customers.

The Microsoft Store feels like an Apple Store, with light wood floors, clean, minimal spaces and products around the periphery for customers to test-drive.

One hundred twenty monitors form a video wall that curves around the store's interior and occasionally treats customers to a panoramic sunrise over the Grand Canyon.

There is a help desk at the rear, similar to Apple's Genius Bar, where customers can have their electronic products troubleshot and repaired.

"It's absolutely brilliant," Kim Bailey of Chandler said. "There was a lot of product, and everyone was very helpful."

The prices are competitive, but Microsoft doesn't intend to be a low-price competitor.

Instead, it is betting that people will choose the store's selection, atmosphere and high level of customer service over price.