It has all the stealth of a 747. Sidewalk is a chain of free interactive Web sites aimed at ultra-busy city dwellers who still want to go out and have a good old time every once in a while. Sidewalk matches users' tastes with its huge database of local events, restaurants, movies, concerts and the like. Microsoft plans on launching eight to 10 more sites by the end of the year, including San Francisco, New York and Los Angeles. Ultimately, there will be dozens worldwide.
Money's no object.
Already, the unit has about 200 employees, including a central staff plus 15 to 30 people in each of the cities where it's ramping up for launch. It's leveraging other Microsoft content sites, including Cinemania and Music Central. In addition, it cut a deal with CUC Entertainment, whose restaurant discount coupon sales force is being harnessed to sell Sidewalk ads to local merchants. Already, that alliance seems to be paying off. In Seattle, the Sidewalk sales team rounded up hundreds of local advertisers in time for the launch.