Microsoft widening Surface distribution, boosting production to match

Microsoft, Tablet, Tech Digest news

microsoft-surface-tablet.jpgMicrosoft’s Surface RT tablet has impressed reviewers, but the Windows 8 slate hasn’t enjoyed massive sales. Yet. Rather than this being down to public disinterest, Microsoft believe this is down to poor distribution, something they’re now looking to rectify.

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

Aiming to put the tablet in a wider array of stores worldwide, Microsoft will also extend the lifespan of pop-up Christmas shops created to promote the tablet during the holiday rush. Some of these shops have proved so successful Microsoft are even considering making them permanent retail spots.

This contradicts an earlier rumour that, due to poor demand, Microsoft would be slowing production of the Surface tablet. Windows 8 tablets across the board seem certainly seem to be struggling, with Asus, Samsung and Dell’s Windows 8 tablets staying put on shelves, with sources describing their sales as “weak”. Asus’ chief finance officer even previously admitted that “demand for Windows 8 is not that good right now,” despite the company investing lots in the new software.

Microsoft’s expansion plans for the Surface will hit the US and Australia first, with those territories the first to get the expanded list of stockists during mid-December. UK expansion will take place in the coming months, while the tablet is still available direct through Microsoft online for £399 for the 32GB edition.

Gerald Lynch
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