Microsoft Can't Quit Windows RT, Denies Rumors
March 29, 2013 3:36 PM
comment(s) - last by
(Source: Focus Features)
"We didn't do the work [just to give up]" says Microsoft VP
A new report suggests that
, a struggling mobile-geared OS from Microsoft Corp. (
), may not be dead quite yet.
I. Critics Pile on Windows RT
The signs certainly seemed to point in recent months to Microsoft bailing on
Windows on ARM (WOA)
, laying the
poorly selling Windows RT
that Microsoft was scrapping the ARM processor OS to refocus on the x86 development path, looking ahead towards
this fall's Windows Blue
International Data Corp. (
) tablet research director Tom Mainelli hopped onboard the hate training earlier this month,
that Microsoft should ditch Windows RT, which he predicts to only have a 1.9% share of shipments, or 3.6M devices out of total of 190.4M for 2013.
Sources have claimed Microsoft is close to abandoning Windows RT. [Image Source: Microsoft]
Mr. Mainelli suggests the
lack of legacy software support
was one key factor to blame for Windows RT's poor performance, remarking, "People may not love Windows 8, but it's compatible with the software they've always run. RT may look like Windows, but in fact it's not."
II. Manufacturers Bail Too
In January Samsung Electronics Company, Ltd.'s (
) North American market PC and tablet SVP, Mike Abary
attacked Microsoft's poor consumer education efforts
There wasn't really a very clear positioning of what Windows RT meant in the marketplace, what it stood for relative to Windows 8, that was being done in an effective manner to the consumer. When we did some tests and studies on how we could go to market with a Windows RT device, we determined there was a lot of heavy lifting we still needed to do to educate the customer on what Windows RT was. And that heavy lifting was going to require pretty heavy investment. When we added those two things up, the investments necessary to educate the consumer on the difference between RT and Windows 8, plus the modest feedback that we got regarding how successful could this be at retail from our retail partners, we decided maybe we ought to wait.
He said that his company would not be shipping the Windows RT-powered Ativ Tab tablet to U.S. shores anytime soon, concluding, "We want to see how the market develops for RT. It's not something we're shelving permanently. It's still a viable option for us in the future, but now might not be the right time."
Instead Samsung is selling
an alternate Ativ tablet design
, priced at $799 USD and powered by Intel Corp.'s (
) Atom processor.
Acer Inc. (
) has also
dismissed Windows RT
, saying that ARM 32-bit processors are too weak to power a serious tablet or PC. As with Samsung, Acer is instead selling
more expensive x86-based Windows 8 alternative products
And most recently Microsoft Surface Division chief Panos Panay, seemingly talked down about the Surface RT
calling it "a tablet first"
, suggesting it was not a true PC like the Surface Pro. The
$499 USD Surface RT
has sold a modest 1.1M units. By contrast, in its
month-plus on the market
thus far, the more-expensive x86 Surface Pro has sold at a brisker pace, moving over 400K units, according to the IDC.
Lastly, Microsoft just
that it would be lowering the Windows 8 tablet standards to allow 1024x768 pixel devices, a move which will likely lead to cheaper Windows 8 x86 tablets, potentially cannibalizing the already scant Windows RT sales.
III. Clinging On
But Windows RT appears to be hanging in there. An unnamed source close to Microsoft
that the suggestion of killing the OS was silly, as Windows 8 and Windows RT already share the same app store and share almost identical source codes, merely compiler-optimized for the particular target architecture.
And others a Microsoft
continue to defend the OS
more publicly, as well. Corporate VP Michael Angiulo is quoted
[Supporting ARM] was a ton of work for us, and we didn't do the work and endure the disruption for any reason other than the fact that there's a strategy there that just gets stronger over time.
He points to ARM Holdings Plc (
) partner chips
like the Snapdragon 600/800
from Qualcomm Inc. (
), which pack a 3G/4G wireless modem on their 28 nm die. For cellular-equipped tablets, this grants them key power savings over Intel Corp.'s (
) current-generation 32 nm or
22 nm mobile chips
, which lack an on-die modem.
Microsoft says on-die modems give ARM tablets a key advantage [Image Source; Qualcomm]
So there you have it -- Windows RT is still alive -- for now -- although its sales look pretty dead in the water.
This article is over a month old, voting and posting comments is disabled
Microsoft missed the boat.
4/1/2013 1:47:41 PM
As I've said from the very beginning, Microsoft's Surface is DOA.
First of all, customers are giving a loud and clear signal that they DO NOT like the Metro interface. While artsy people might think it's nice, customers seem to avoid anything using it. They're avoiding Windows Phone, they're avoiding Surface, and they're avoiding Windows 8. You can try to spin it all you want, but the simple fact is that it's not selling well. You can't say that people are afraid of change because when the iPhone and iPad came out they were different, but people loved them and they sold like crazy.
Another problem is that Microsoft is late to the party. The Surface may have been a contender in 2010, but it's 2013 now. The Surface has a similar screen resolution as the original iPad. I played with a surface and it's very noticeable. A non-technical customer might not know what screen resolution is but they'll notice that it looks cheaper or grainier than the newer iPads it competes with.
In the end, the Surface was doomed. It's running hardware similar to other tablets from 2 years ago, it's bridled to an operating system that isn't well received, the app selection is very limited, and it's selling at the same price point as established market leaders. What did they think was going to happen?
"I want people to see my movies in the best formats possible. For [Paramount] to deny people who have Blu-ray sucks!" -- Movie Director Michael Bay
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