By Claire Reilly
When Microsoft launched the heavily anticipated Surface RT convertible tablet last year through the direct-to-consumer Microsoft.com sales site, retailers were up in arms that the brand had locked them out, preventing them from capitalising on the flurry of pre-orders and sales to early adopters.
But it appears Microsoft has learnt its lesson, with the company today announcing the Australian launch of the new Surface Pro device and immediate availability through Harvey Norman and JB Hi-Fi, as well as its own website.
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Speaking to Current.com.au about the new Surface Pro, the head of Harvey Norman’s national computer division Ben McIntosh said, despite a sluggish start with the original Surface, the retailer was anticipating strong sales for the new device.
“Surface Pro pre-sales have been very encouraging and I’m happy with the product — it has a good ASP and it’s a good quality product.
“Sales for the Surface RT, which was the original device, have been okay. At the end of the day, the launch period as far as retail was concerned wasn’t ideal. I was disappointed that it was direct. However, Microsoft has made up for lost time by having a very good marketing campaign and support behind the product.
“I’m very encouraged now the Surface has a family of products and you have a device for people’s needs, rather than just the one single device. It’s not a one-trick pony — I think this is going to be around for quite a while.”
For Harvey Norman, the Surface family makes up just one part of a broader Windows 8 offering. But despite the wide range of products — McIntosh pulled out the HP Envy and Samsung AVIV range as “fantastic” examples — the take-up of Windows 8 in Australia has not been without it’s problems.
“There’s no doubt that Windows 8 was a monumental leap for the Windows operating system,” said McIntosh. “And I think whenever you have monumental leaps or complete changes that people aren’t used to, you’ve got an education process to go through with consumers to make sure they’re confident in what they’re buying
“Not since Windows 95 has there been such a huge revolution in Windows in terms of a game changer for that particular platform. But do I think every consumer is convinced? No. Are we on the right path? Yes.”
While he conceded that there were great products coming through the pipeline, McIntosh also noted that speed to market was an issue in the early days of Windows 8.
“Should it have been quicker? I think it should have been, absolutely. The rate of the products coming through should have been quicker, but it is what it is, there’s nothing I can do about that. Now that the products are here, the consumers are coming in, finding out about it, experiencing the advantages of it, understanding it and starting to buy it.”
The Surface Pro goes on sale today with a 64GB standalone model available for RRP $999, and a 128GB standalone model available for RRP $1,099. JB Hi-Fi is selling at RRP while Harvey Norman is selling each model for $1 less than RRP. There are also a range of accessories available, including a Type Cover (RRP $149) and Touch Cover ($139).
The Surface Pro.