New Retailers to Distribute Microsoft's Surface Tablets

12 Dec 2012

Starting from early next week, Microsoft will be increasing the production of its Surface and Windows RT tablets, and is seeking to greaten the amount of retailers through which it can distribute its branded device.

Although the particular names of retail outlets were not released by Microsoft, the office supply store, Staples, has announced that it will be selling the product as of next Wednesday.

The general manager of Microsoft Surface, Panos Panay, said: "The public reaction to Surface has been exciting to see. We've increased production and are expanding the ways in which customers can interact with, experience and purchase Surface."

Microsoft has still not released any sales figures for its new product which was released on October 26. However, industry analysts have not been reserved in speculating that the Surface tablet running Windows RT has been selling poorly, with an estimated sales number of 1 million units for this quarter.

Microsoft's intention to increase production numbers of Surface tablets could denote that the product is in fact selling rather well, and much better that previously thought. On the other hand, it could also be possible that the restricted access to the products (they can only be bought on Microsoft's website and at Microsoft retail stores in the U.S. and Canada) has limited the number of sales, and could explain why the company is seeking to distribute through other retailers.

The corporate vice president of Microsoft retail sales and martketing, Steve Schueler, said: "Our plan has been to expand the retail presence for Surface after the first of the year. Based on interest from retailers, we are giving them the option to carry Surface with Windows RT even earlier."

Microsoft's solution provider channel was not impacted by the announcement that retail distribution of the Surface tablet would be expanded, and the company failed to provide further details regarding the extent to which it will broaden its distribution.

Surface tablets have also been sold via Microsoft's temporary holiday stores. It was announced earlier this week that these stores would stay open into the next year, and some may be converted to permanent Microsoft stores.

The starting price of the ARM microprocessor-based Surface with Windows RT is $499. Microsoft stated last month that the Intel-based Surface for Windows 8 Pro will be priced at $899 and will be released in January of next year. (CY) Link

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