AT&T today launched a beta version of its Online Experience Store, taking its brick-and-mortar presence virtual. With a new 3-D shopping model, consumers can watch interactive demonstrations and tutorials in five categories of wireless products, including phones and devices, music, video and Web, messaging and e-mail, and productivity.

The online experience mirrors AT&T’s 21 physical Experience Stores across the country, which feature interactive exhibits to give customers hands-on time with AT&T’s wireless, broadband, video and wireline products. AT&T’s goal of its brick-and-mortar experience stores was to tie together its wireless and wireline offerings following its merger with Cingular, but at launch the online presence is purely wireless.

At the online store, customers can get a guided tour or go it alone, visiting five stations to learn more. A virtual version of Microsoft Surface is situated in the storefront, letting shoppers see demos of seven AT&T handsets, with access to more information on their features, specifications and capabilities. AT&T Mobility was the first company to bring Microsoft’s Surface to a retail environment, including it in its Experience Stores beginning last April. The technology is a table-sized touch-screen display that allows users to interact with devices and content through touch, gestures and placement of the devices on the display.

Through the music portal, users can listen to AT&T’s streaming music service, MobiRadio, learn how to identify songs with MusicID and learn how to shop for ringtones and music through life-size video demos of eMusic and Napster. In the video and Web corner of the store, shoppers can explore Media Net or watch on-demand video clips. Video share text messaging, instant messaging and multimedia messaging are explained and demoed in the messaging division of the store, as well as enterprise and personal e-mail demos in the e-mail and productivity section. Each area also gives shoppers a chance to purchase a related device and service plan.

While the Online Experience Store is aesthetically pleasing, at launch there are few kinks to work out. Links intended to take customers to more information or to make a purchase are not yet functional, instead directing consumers back to the Experience Store. The same is true for its customer service function, where the links weren’t yet live. Even if they worked as indicated, however, Forrester Research analyst Natalie Petouhoff pointed out that they are more FAQ-type subjects and not true customer service.