Acer President Still Isn't Off His Microsoft Surface Soapbox
January 8, 2013 1:33 AM
comment(s) - last by
Acer President Jim Wong
Acer thinks that Microsoft is getting it wrong with Surface RT marketing
There's no question that Microsoft's Surface RT tablet has come out of the starting gate a little slowly. Sales have been
since its late October launch, and Microsoft only recently opened up sales to
Microsoft already has enough on its plate in dealing with Surface RT -- and the
upcoming Surface Pro
-- but one of the company’s own hardware partners is looking to rain on its parade. Acer has been a vocal critic of Surface RT from the beginning, and it looks like that criticism isn't letting up anytime soon.
Acer President Jim Wong yesterday stated in an interview with
that Microsoft is confusing consumers with its Surface RT advertising. “The promotion of the product is really focused on the keyboard, and the users really don’t know how to maximize the touch experience,” said Wong.
Perhaps Wong is hinting at Microsoft's Surface commercial which seems to place more emphasis on the keyboard cover "clicking" into place and choreographed dancing instead of primarily focusing on the Surface's touch screen and touch-centric Windows RT interface.
Wong also points to the iPad and how touch has always been the focal point of Apple’s marketing of the device to consumers. There are keyboard accessories available for the iPad (some even made by Apple), but they take a backseat to touch.
Acer CMO Michael Birkin piled on by stating that consumers in general are
getting mixed messages
(which is leading to confusion) regarding the differences between Windows RT and Windows 8.
So do the Acer executives have a point with Surface advertising and Windows RT/Windows 8 confusion, or do you think that Acer feels that its toes are getting stepped on by Microsoft encroaching into the hardware realm?
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1/8/2013 7:11:16 AM
It is a Surface commercial and not a "Windows RT on touch devices" commercial. The keyboard and stand are the defining features from other tablets INCLUDING other Windows RT tablets, so that is what the commercial focuses on. Acer's comments are silly in this case. He should be saying that MS also needs to make a Windows RT commercial instead of just a surface commercial.
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