back to article Slash A THIRD off Surface RT price or it's toast, Microsoft told

Microsoft needs to hack a third off Surface RT prices and widen distribution to give the fondleslab a fighting chance to compete, said equities analyst Detwiler Fenton Group (DFG). The ARM-powered device isn't winning many friends apart from the software giant's rank and file. Only last week the firm was reported to have …

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  1. jubtastic1

    Anyone seen one in the wild?

    I've seen two, but they were in the window of a pawn shop so I'm not sure they count.

    1. dogged

      Re: Anyone seen one in the wild?

      I don't believe you. Nobody's had time to both buy and pawn one of these, let alone two. And the MS employees who get them for free aren't allowed to pawn them or sell them on unless they want to get fired.

      I haven't seen any in the wild and I'm not surprised. When Surface tablets were announced, they were promoted as a reference design. Ballmer specifically played down how many they'd sell to "a couple of million" or basically, "not many".

      So this whole story is pretty much a non-story. Device not intended to hit mass market volume does not hit mass market volume. Dog bites man. Nothing to see here, move along.

      1. mrfill
        Happy

        Re: Anyone seen one in the wild?

        I think he meant PORN shop - for all those useful sleazy apps

        1. P. Lee
          FAIL

          Re: Anyone seen one in the wild?

          > I think he meant PORN shop - for all those useful sleazy apps

          And MS thought showing the content of minimised windows in "live tiles" was going to win them friends...

      2. Kevin 6

        Re: Anyone seen one in the wild?

        Actually yes they have, and plus as someone who's family member owned a pawn shop you would be surprised at what comes in, and how much is stolen property ;)

        The days when I used to fix comps, and game systems at the shop I would see people bring in brand new boxed devices that sold for hundreds, and take $40(so you had a good idea they were nicked), but as long as for 1 month the serial number wasn't reported as stolen it could be sold. Seeing they went on sale in October if the law is the same as here its quite possible they could be in pawn shops. Also that is the pawn shops that do things legally, I seen quite a few that will buy something and throw it right up for sale not doing the mandatory 30 day hold.

      3. Ivan Headache

        Re: Anyone seen one in the wild?

        There's an unopened box in the window of my local CEX

      4. Dana W

        Re: Anyone seen one in the wild?

        They have had time to shoplift and pawn two of them. A lot of that stuff is scarcely out of the store before its in the pawn shop window.

      5. Anonymous Coward
        Anonymous Coward

        Re: Anyone seen one in the wild?

        Then check Craigslist then, there are many available on there. Why wouldn't a pawn have any for sale.

    2. Anonymous Coward
      Anonymous Coward

      Re: Anyone seen one in the wild?

      A gold partner supplier came wandering by the other day excitedly showing one off. The general reaction from the nearby IT techs was "Meh"

  2. ContentsMayVary

    >Something sporting a Tegra 3 and running JB4.2 ain't "low end".

    But when it only costs £159, it HAS got the low-end sown up, when the other "low end" tablets are a similar price but with much lower specs.

  3. Robert Grant

    I'd give it a go for 250 squids

    Especially with a built-in cover and keyboard.

    1. qwarty

      Re: I'd give it a go for 250 squids

      I'd pay the 399 if it came with cover/keyboard AND 64Gb AND the Tegra 3 was replaced with a state of the art ARM SoC. I tried using one and its a neat device but for me a bit underpowered for what it tries to do - shades of the iPad 3 experience now corrected by the 4th generation.

      As it stands, looks more like a reference device and something for developers and evaluators, not a mass market product. Limited distribution and priced high to avoid discouraging OEMs from making RT product. Nexus 7 sales were low to begin with as well, no reason to damn Android.

      1. TeeCee Gold badge
        Facepalm

        Re: I'd give it a go for 250 squids

        ...AND the Tegra 3 was replaced with a state of the art ARM SoC.

        Er, you do know what a Tegra 3 is, don't you? Probably the most state of the art state of the art ARM SoC around at the moment.

        1. qwarty

          Re: I'd give it a go for 250 squids

          One of the new cortex a15 socs or an a6x equivalent. Tegra 4 Wayne looks promising but lets see if it makes CES. Bump the display to 1080p and for me Its an iPad beater. Your mileage may be different. as commented already this doesn't appear to be a Microsoft objective with surface rt.

        2. Piro Silver badge

          Re: I'd give it a go for 250 squids

          Not even close really, dual core Krait can box with it easily, and quad core Krait does something nasty on it from a great height.

  4. NoneSuch Silver badge
    Pint

    Call me when...

    ...there is a Cyanogen ROM for the Surface. I'll consider it only if I can toss Jellybean on there.

    Now time for the pub.

    1. Zaphod.Beeblebrox
      Unhappy

      Re: Call me when...

      Not going to happen until someone figures out a way around Secure Boot, which is required to be permanently enabled on Windows RT devices. Not saying it won't happen, but I'm not holding my breath.

  5. CmdrX3
    Facepalm

    Holy bat crap

    Nobody saw that coming!!

  6. CAPS LOCK
    FAIL

    Another in the line Kin, Zune etc.

    More epic fail from Microsoft. When will they learn?

    1. Fred Flintstone Gold badge

      Re: Another in the line Kin, Zune etc.

      When will they learn?

      When the money finally runs out. Which, given how much they earned over the years, will not be for a while yet, even after buying new chairs for Ballmer's office.

      1. Piro Silver badge

        Re: Another in the line Kin, Zune etc.

        Exactly, when the money runs out. They have so much, that they can keep going on with their foolish rubbish. It's like watching the slowest train wreck in history.

        1. P. Lee

          Re: Another in the line Kin, Zune etc.

          There's no shame in trying and failing, though we do expect that more from things that are new rather than copycat products.

          Its just a little sad when companies feel that they have to hype their products beyond reality and everyone can see what is happening.

    2. Anonymous Coward
      Anonymous Coward

      Re: Another in the line Kin, Zune etc.

      They will learn when its too late. They haven't listened to the consumer for ages and keep trudging along business as usual. Eventually it is going to cost them and cost them dearly it will.

  7. That Steve Guy

    Anybody know what Surface does?

    All I saw on the adverts is keyboards being plugged in and out and icons being spun.

    1. hplasm
      Devil

      Re: Anybody know what Surface does?

      Clicks.

      1. Richard 12 Silver badge

        Re: Anybody know what Surface does?

        You can pretend to be a robot if you buy enough of them.

        I suspect you could build a robot like that Stephen Fry one at Golden Joysticks for less money though.

  8. BadwolfBracken

    Well, he's...he's, ah...probably pining for the fjords

    Surface - the New Playbook / Zune / Kin / Streak / insert name of dead kit here

    Perhaps if they stopped imitating and started innovating they would have more luck

  9. Stephen Channell
    Facepalm

    Time for plan A (Loss Leader)

    I’m pretty sure plan-A was for the MS Surface to seed the market with some cheap ($199) kit to get the ball rolling to kick-start app development and OEM build-out. Plan-B is Plan-A knobbled by the hardware vendors to protect their margins.

    there is no market for ANOTHER premium tablet.. it’s commit or walk time! Commit means price cuts; Walk means sacrificing the flank & strategic oblivion.

    … so Mr Ballmer, listen to the {Chairman; Marketing; Analysts; Partners; Customers}, and give us a price cut in time for Christmas!

    1. JDX Gold badge

      Re: Time for plan A (Loss Leader)

      >>there is no market for ANOTHER premium tablet

      Of course there is... IF there's room for anything except iPad that is.

  10. Azzy

    It's the distribution.

    The surface RT needs proper distribution (that means IN STORES - maybe Steve Ballmer can afford to buy a high-end tablet without getting to try it out, but most people can't, and it's not like there are microsoft stores everywhere). It needs this much more desperately than it needs a price cut. And it needs a price cut pretty badly.

    Seriously, if I was seeing one every time I went into Micro Center or Best Buy, it'd start to tempt me. But as it is, I don't even know where a Microsoft Store is.

    A tablet computer that feels good (like the surface) and looks good (like the surface) and has a novel keyboard (which looks like it'd suck, but is pretty good) - you need to get that into the hands of shoppers so they can see it and try it.

  11. Anonymous Coward
    Anonymous Coward

    400 bucks? No, not even 300

    for something that's neither a toy nor a tool. And to make it into a useful tool, I'd need to be able to install the progs I need, which I can't do. So, MS: FO!

    Actually, I wouldn't want to work on a 10 inch screen anyway, a pair of new eyes still costs considerably more ;)

  12. Darryl
    1. Philippe
      FAIL

      1.3 millions sales?

      Wow, that sounds like a runaway success..

      1. Darryl

        Re: 1.3 millions sales?

        Well, it's definitely not in the iPad numbers, but I was just pointing out that, at the end of the day, these are all just predictions by analysts.

    2. asdf
      Trollface

      # games

      Yeah it just depends on if you count the ones they give away or deeply discount I guess. 1.3 million would be great. That would mean Microsoft was able to sale as many in the quarter as Apple sells in two to three days. WIN!!!

  13. Anonymous Coward
    Anonymous Coward

    It's all in the pricing

    Make it cheaper and it will sell. Unfortunately MS can't do that, or they will piss of their partners, and their partners can't do that because a non-Pro Windows OEM license costs $99.99, and the Pro version is $139.99.

    1. P. Lee

      Re: It's all in the pricing

      Indeed. Make it too cheap and it will cannibalise other windows/office revenue streams.

  14. JackM
    Facepalm

    Keep it at the current price and include the keyboard cover free. It cost $30 to make the keyboard, and costs approximately $130. Buyers will think they're getting a hell of a deal, and Microsoft only loses $30 as opposed to cutting the price by a third.

  15. Levente Szileszky
    FAIL

    Another classic Ballmerian idiocy: Surefart and its pricing...

    ...asking $600 for a Windows 8 R(e)T(arded) version tablet that DOES NOT RUN ANY DESKTOP APPLICATION?

    Pricing the Windows 8 Pro tablet, the one that might be actually useful, HIGHER THAN (those already-overpriced-thus-miserably-failing) ULTRABOOKS?

    Seriously, whatever this clueless, angry, bald, chair-throwing beancounter is smoking it must be some very strong, hallucinative drug.

    Ballmer is HOPELESS, an utterly clueless idiot. It's going to cost MSFT a LOT OF MONEY and clout.

  16. Anonymous Coward
    Anonymous Coward

    Just got a Nexus 7 for under the tree. Got it because i wanted a small, cheap tablet to primarily read books on and whatever else I can do with one . Having Android was a plus.

    I'm not knocking the Ipad or Surface, I just didn't know if I would like a tablet so I didn't want to spend mucho bucks on one. I also didn't want to be locked into having to do all my primary purchase from one location and no jailbreaking or hacking. My order of consideration was:

    Ipad-To expensive and too locked in to Apple. Very good interface and construction though.

    Surface-Way to expensive for a tablet with Windows 8. Too many complaints about using it. Just too cautious to spend that much money on relearning Windows again.

    Kindle HD- Good price, exactly what I was looking for, but locked into Amazon?

    Nook- Same thing, just not sure about it.

    Galaxy- Honestly, this blew my mind. Everything they make they seem to name "Galaxy". Not sure which one to buy, and the one I liked was too expensive.

    Nexus-right price, right OS, nice interface. size ok......so well see.

    1. Anonymous Coward
      Anonymous Coward

      @Taylor 1

      Christmas presents are for people you care about. Oh, I see...

      1. P. Lee
        Coat

        Re: @Taylor 1

        Yeah, spare a thought for Ballmer this Christmas!

  17. Aitor 1

    400$?

    For that price I can get a 32GB transformer prime, with keyboard and touchpad..it is faster & nicer.

  18. Anonymous Coward
    Anonymous Coward

    Let us sell it!

    We could of sold loads of the bloody things for the number of times we've been asked if we can get them...and the Pro version which ok isn't out. And the number of customers who actually think companies selling directly is stupid. Joe punter wants to have it in front of them, they want to play with it before buying. They don't just go see website and throw a credit card at it unless it has an Apple sticker on it. MS, give it to the channel and let us sell it!

  19. David Strum
    Mushroom

    Johan needs to go

    Wow – didn’t know all this was the happening. I hope the Surface goes under and sink – I hope the worst for MS – so that Blamer gets a wake up call to incompetency. The guy is just bad news for MS – and this wont be the last time that Jonah will cause problems. The MS tanker will sink if he stays on board: I hope he stays on.

  20. al 3
    Pint

    Price point is king...

    I understand that 64Gb playbooks are selling like hotcakes (a curry's manager's words), a fact, albeit locally, also confirmed by 6 non techy friends who have bought them, and are very happy.

    £129 for a 64Gb tablet, Microsoft, this is what you are competing with , don't try to compete with the fruity folk

    People who want iPads will buy iPads, for whatever reason,

    I have one for work and it's pretty good, but not sure I'd shell out my own money for one, I also have had a playbook for over a year, courtesy of RIM, the build quality is undeniably excellent, it's feels great, the multi tasking interface is great, it's duties are now mostly a browser, vlc, xbmc remote and email. I can't really fault it, the battery life is stunningly good.

    People buy consumer goods with two things, hearts and wallets, I'd be surprised if Ballmer was in many people's hearts........

    1. Anonymous Coward
      Anonymous Coward

      Re: Price point is king...

      "I understand that 64Gb playbooks are selling like hotcakes (a curry's manager's words)..."

      And I'm pretty sure Currys have sold 0 hot cakes in the last year.

  21. StampedChipmunk
    FAIL

    Where are they?

    I'm thinking of getting a tablet, I'm quite interested in the Surface pro, but where the fudge can I get my hands on one? Try it. Poke it a bit. Pull the stupid port covers off and have a fiddle. Find out my hands don't fit on the thing. HMV have a range of tablets to play with. Every phone store on every high street in the country has iPads coming out their wazoo, so why the fornication should I pay MS over-the-odds for a device I don't even know if I like yet. I can't even visualise how big the thing is.

    MS should have simply released it to all general retailers with an RRP. If it's a well built as people say, they will be picking up sales from people (like me) who don't want an iPad. If it doesn't sell, the retailers will knock the price down and it'll pick up.

    A tablet is an expensive luxury. I don't need a fancy eReader or portable video device, or touch toy. I need something that will run full fat programs, can interface with all the other computer gear in the house and at work and in an always on, highly mobile form factor . The Surface appears to be able to do all of this but, right now, no sale

  22. kb
    FAIL

    They could cut it in half and it wouldn't help

    Because MSFT refuses to accept reality which is thus: NOBODY buys Windows because they LIKE the brand, they buy it because they have a ton of Windows X86 software to run! What you have is a "WINO" Windows In Name Only, and nobody wants a Windows that don't run Windows programs. I mean why would they? Android units are MUCH cheaper, Apple has the better branding, and both have MUCH more apps.

    As a retailer who is telling his customers to avoid Win 8 like an STD I'm just gonna kick back and enjoy the fail, because rather than listening to their customers and giving them what they want Ballmer would rather try to make MSFT into an ersatz Apple and nobody wants an ersatz. So I say kick back and enjoy , I'd say you can get them on Woot! in 6 months for $99 but knowing Ballmer's ego he'll probably have them buried in NM next to the ET carts rather than admit he failed.

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