backtop


Print 58 comment(s) - last by 91TTZ.. on Dec 12 at 11:27 AM

Right now, customers can only buy the Surface RT tablet at Microsoft Stores

Reports on Microsoft's Surface tablet have been a mixed bag lately, but All Things D is pretty clear about its position: the demand and sales just aren't there.

All Things D recently spoke with Boston-based brokerage firm Detwiler Fenton about Microsoft's Surface RT tablet. The verdict? Microsoft better get its tablet out in other stores or it's going to sink.

"Lack of distribution is killing the product," said Detwiler Fenton. "Mixed reviews and a [$499] starting price tag certainly don't help, but lack of retail exposure at Best Buy and others is severely depressing sales."

Right now, customers can only buy the Surface RT tablet at Microsoft Stores. The problem with this is that there's only 31 of them, with another 34 smaller Microsoft kiosks around the U.S.

Due to this lack of presence in major retailers, Detwiler Fenton estimates that Microsoft will only sell 500,000 to 600,000 Surface RTs in the December quarter. This is a strong hit to previous estimates of 1 million to 2 million.

Recently, a pair of reports from both CNET and The Seattle Times showed differing views on how Windows 8-based touchscreen tablets, convertibles and laptops are faring. CNET spoke with IDC and IHS iSuppli analysts, who said retailers were having trouble keeping them on shelves due to high demand. However, The Seattle Times begged to differ, echoing Detwiler Fenton's concerns: there just aren't very many Windows 8 tablets out yet, and those that are are impossible to find. However, other Windows 8 tablets are sold in major retailers like Best Buy; not just Microsoft Stores.

Microsoft's Surface Pro is expected to be released in January, which will feature the Windows 8 Pro operating system instead of Windows RT for ARM-based tablets.

Source: All Things D



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

RE: sigh, brokers and analysts
By TakinYourPoints on 12/8/2012 3:51:49 PM , Rating: 2
quote:
they don't want to be a sole source vertically integrated device manufacturer


Right, which is why they're in the business of making vertically integrated devices like the XBox, the Surface, soon their own phone, and built an app store into their own desktop operating system.

Do you think they spent over a billion dollars marketing the Surface "just for fun"? It may not be the only thing they're doing, it better not be because business and enterprise is their bread and butter, but it is certainly where they are pushing the consumer side of their business.


RE: sigh, brokers and analysts
By Digimonkey on 12/8/2012 9:43:07 PM , Rating: 2
quote:
Do you think they spent over a billion dollars marketing the Surface "just for fun"?


One shouldn't think that at all. They spent over a billion on marketing Windows 8, not on marketing Surface.


RE: sigh, brokers and analysts
By TakinYourPoints on 12/8/2012 11:30:54 PM , Rating: 2
You're right, a portion of the $1.5 billion being spent on Microsoft's ad campaign is specifically being spent on Surface. I just checked and it is north of half a billion, good catch.

In any case, that is a huge campaign, one on the level of what Apple spends. Numerous major intersections here in LA have Surface billboards, not iPad billboards, and they're running those TV ads like crazy.

Again, they wouldn't be making such a hard push if they weren't serious about it.


RE: sigh, brokers and analysts
By Tony Swash on 12/9/2012 1:59:33 PM , Rating: 1
quote:
In any case, that is a huge campaign, one on the level of what Apple spends.


Actually Apple has spent less than Microsoft on marketing for each of the last four years, slightly less than HP over the same time period, and vastly less than Samsung.

http://www.asymco.com/2012/11/29/the-cost-of-selli...


RE: sigh, brokers and analysts
By MadMan007 on 12/8/2012 11:38:48 PM , Rating: 2
Key words: 'sole source' That's where the crux of the difference lies.

I did think about the XBox but Apple doesn't make a game console.


"Nowadays, security guys break the Mac every single day. Every single day, they come out with a total exploit, your machine can be taken over totally. I dare anybody to do that once a month on the Windows machine." -- Bill Gates

Related Articles













botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki