14 DAY TRIAL // Microsoft struggles to make its Surface tablets at more resellers across the world, with the company announcing last week that nine more UK stores are getting the device in early September.
While the tech giant’s strategy pretty much makes sense given the fact that Microsoft needs to expand international availability of the device in order to reach more customers, it all comes down to the price.
A report by ChannelNomics reveals that in most cases, resellers are making the Surface available at prices that are even higher than those of Microsoft.
In the United Kingdom, for example, a Surface RT with 32 GB of storage space is available for £300, while Microsoft sells it online for only £279, including VAT. Overall, the tablet is 5 to 11 percent more expensive at resellers than at Microsoft.
Such a strategy doesn’t make much sense and Microsoft partner NCI Technologies’ managing director Andy Trish explained that users might actually buy the tablet from the online store because it’s more affordable.
“I don’t see the value of purchasing from a reseller if it is at the same cost as from the vendor, especially where there is no added value. I would be more likely to buy it from someone who is cheaper – it’s the same product,” he said.
“If Microsoft has a reseller model where the resellers sells it at the same price or more, then what is the point?”
Microsoft, on the other hand, is also using these agreements to pave the way for the second-generation Surface tablet, as the company is currently trying to clear out inventories of the first model.
Sources familiar with the matter hinted that Surface 2.0 is set to see daylight sometime in October, most likely together with Windows 8.1 The revamped product lineup will include not only upgraded tablets, but also a smaller unit, possibly featuring an 8-inch display.