By Claire Reilly
Microsoft is set to launch the next iteration of its convertible tablet device to market next month, with the Surface 2 and Surface 2 Pro on sale from 22 October. While both models feature updated feature sets and better specs than their predecessors, they also offer a starter’s advantage for electrical retailers.
When it first went on sale, the original Surface was sold only through Microsoft’s direct channel, leaving retailers out in the cold when it came to pre-sales and sales to early adopters. While one major retailer deemed this a disappointing “mistake,” Microsoft later capitulated, bringing the Surface into traditional bricks and mortar retailers, and later opting to sell the higher-end Surface Pro through Harvey Norman and JB Hi-Fi from launch.
When Microsoft announced wide distribution for the original Surface, the general manager of Harvey Norman’s computer division Ben McIntosh opened up about his thoughts on Microsoft’s closed sales model.
“I’m not going to lie, I was disappointed when they made the decision to not put it into retail at the start,” said McIntosh. “We are very, very good partners with Microsoft, and as you always do, I gave very direct feedback that I thought this was a mistake.
“I think in this particular case, one component of retail doesn’t solve the problem of getting good distribution. The vast majority of people still like to touch, feel, experience and play around with new products. That doesn’t mean I’m anti-online – online is a very important component. But the minute you start taking pieces out of the retail pie, that’s when things stop being successful.”
Click here to sign up for our FREE daily newsletter
Microsoft has now opened up to Current.com.au about its distribution strategy with the Surface and Surface 2 device ranges, saying it is expanding to meet consumer demand.
“Sales of Surface are in line with our expectations and we are pleased to see the customer response so far,” said Tina Flammer, Windows business group lead at Microsoft Australia. “As a result and given growing demand, we’ve expanded distribution to additional retail partners globally and into more markets worldwide, as well as recently introducing commercial distribution in Australia.
“When we launched Surface, we deliberately took a mindful and phased approach to our channel model, starting with the Microsoft Online Store, later expanding to retail with our two valued partners, Harvey Norman and JB Hi-Fi.
“With two established retail partners and our distribution systems now set up, it’s our great pleasure to be launching Surface 2 and Surface Pro 2 in partnership with leading retailers Harvey Norman and JB Hi-Fi.”
The Surface 2 will be available in a 32GB model (RRP $529) and a 64GB model (RRP $639), while the Surface Pro 2 with Surface Pen will be available in 64GB (RRP $1,019), 128GB (RRP $1,129), 256GB (RRP $1,469), and 512GB (RRP $2,039).
Microsoft's Surface 2 convertible tablet.