Surface ads, and rumors of Surface pricing, maybe Tuesday

Today, Microsoft unveiled the first of what appears to be quite an ad blitz for its Surface “family” of computers.  The ad ran on tonight’s Monday Night Football game and elsewhere, and is featured on YouTube:

Microsoft is reportedly spending a lot of money on advertising for the new Surface brand and Windows 8, to the tune of upwards of almost two billion dollars, according to Forbes:

Microsoft is taking no chances: Windows 8 will roll out with a marketing campaign estimated at $1.5 to $1.8 billion (yes, billion with a “B”). That’s the biggest product launch in the history of the industry;it dwarfs the $200 million Microsoft spent to market Windows 95. In fact, notes Enderle, “the marketing effort is on a scale you don’t see outside presidential elections.”

So all-in-all, Windows 8 is a big bet, but one Microsoft thinks it can win.

Now, along with new ads, and a couple of weeks shy of the big launch event on October 25th and availability at midnight on October 26th, word is filtering out that we may finally learn more about pricing for the Surface.

So far, prices for Windows 8 tablets offered by 3rd party OEMs have been disappointingly a bit high, with, as Paul Thurrott notes on Twitter, a number of RT tablets falling in the $599-799 range, but there are rumblings that Microsoft may come in quite aggressively with its Surface pricing:

Heard from some pretty well informed folks today that the WinRT version of Surface will be sub-$250. True?
@MattRosoff
MattRosoff

With yesterday’s announcement of (some of) the details on Xbox Music and Xbox Music Pass, and given Microsoft’s previous experiments with hardware/subscription bundling, could we see a Surface RT tablet carry a low sticker price with a bundled Xbox Music Pass subscription?  It sounds like we may not have to wait long to find out.


  • http://ghadzhigeorgiev.wordpress.com Georgi Hadzhigeorgiev

    Up to $200 – I’ll bye one, anywhere over that – forget it. You may ask why? Well, I ask this – are people desperate for mobility to such extent to pay so much money for it? I think most people not. I can have far more powerful desktop for the same price. Mobility is not yet 100% must have, to push me pay massive money for it. It’s simply not worth. This is probably valid for most users. Of course business may need it. But do Microsoft target business or everyone?

    • nimatra

      You can have a far more powerful desktop instead of your smartphone too.

      • http://ghadzhigeorgiev.wordpress.com Georgi Hadzhigeorgiev

        Yes, I do. Not giving £500 for a something I use to call people or receive a text message. And looking around me seems people start realise they spend hell of a money on things they do not use often or can live without :)

        • Rallicat

          Well, most people don’t actually pay £500 for their smartphone – most people get their smartphone subsidised on a contract.

          People get smartphones to do more than just call and text – most people are playing games, using social networks, browsing websites and checking email etc etc.

          Some people /do/ want a tablet as a fast, convenient product that can fulfil their needs quickly. Having a table that can also be a bit more ‘computer like’ when the need arises is exactly what Microsoft are hoping people will want (and something I feel will be a big advantage too).

          The benefit Microsoft are going to have, is that a range of manufacturers are going to be bringing products to market at a variety of different price points. This supposedly ‘magic’ £200 price point though has been set by … who exactly? What you’ll get for £200 is going to be a toy (Google Nexus 7 etc) – not a ‘real’ tablet… and that might be fine for a few people, but I think will reject those devices for just being too limited, and for essentially being oversized smartphones.

          • http://ghadzhigeorgiev.wordpress.com Georgi Hadzhigeorgiev

            You’ve got me wrong :) I do not say there’s no need of those devices – I said the price is a too high. Make them affordable (not even have to think shall I buy one or not) and Microsoft will win. Overprice them – Microsoft will not get more than they got with their Windows Phone. To push people move from one platform to another will take more than only features and the price is the biggest next consideration. In fact if they offer them for less than $200 I’ll buy 2,even 3 – one fore each member of my family. Make it over that price – I’ll not get any, simply as paying 3 x $500 is RIDICULOUS! Why I want 3 – because I want simplicity and compatibility, which will be best if all devices are on same type/platform. Id they can’t do it – then I hope Microsoft can enjoy the 5% market share. I wish this is not the case. I like what MS done in the recent years – the openness, the technology, the future roadmap, the developer’s eco system etc. But pricing – OMG. They need to change that so can regain their place. Otherwise they’ll go further down. Look what’s going on even now – they lose on almost any front they’ve been a leader! And if the products are really great what may be the cause for this position loss?

          • Rallicat

            By that Logic, Microsoft’s failure with Windows Phone is because they’re too expensive – which is odd, because I got mine for free on contract!
            Don’t get me wrong, price is important, but how much is too expensive varies depending on what a person can afford, their view of money, their view of the product etc etc. To me, £500 sounds like a great deal for the Microsoft Surface.
            For Microsoft to sell a product like the Surface for £200 would mean they’re taking a huge loss. Now, that’s not unprecedented. Companies have sold products for a loss before, and made their money on services, or in building a long-term market demand – but we shouldn’t take that for granted.
            Basically, I think these devices are going to deliver far more than £200 worth of value .. it’s going to be far more ‘computer like’ compared to other tablets, and will therefore be worth paying more money for. If you don’t want that functionality, there are other products out there for you that are cheaper, but more limited. If however you want a more capable device, then you should accept you’re asking for more /value/ from the product … you have to pay for that. Sorry.

          • http://ghadzhigeorgiev.wordpress.com Georgi Hadzhigeorgiev

            OK then. RIP Surface :)

          • Rallicat

            Ahh, another ‘DOA’ argument.
            I think the Nexus7 is right for you. Cheap, cheerful – enjoy that.

          • http://ghadzhigeorgiev.wordpress.com Georgi Hadzhigeorgiev

            Since when YOU decide what’s good for me?! I do not remember authorizing you for that. Ah, I forgot that you are some sort of MS GOD telling me what to buy? In fact, having this Nexus 7 repeated so many times, I am suspecting you’re an Nexus 7 advert agent. Do you work on commission or what? Tell us how we can join you, so we can get some income and afford 3+ Surfaces as this is what I want. Not single! :P

          • TheRickshaw

            This is an odd attitude from someone who has spent two pages proclaiming what people want and don’t want. Not to mention your sentence of death for the Surface. Then you rally against frivolous spending on gadgets, and say you’d buy three at the right price. I think he’s being reasonable given the rant you are on. Just trying to get you to consider that there is something in your price range, and that you should go buy it, if you really believe everything you say.

      • Al

        Well said nimatra

  • Rallicat

    So, I think that the only way the surface is going to be ~$250 is if they sell it with a subscription of some kind. Xbox Music? Xbox Live? Office 365 even?
    It’s difficult to see how such a thing would be administered though. Is the Microsoft Surface going to /force/ you to sign up when you first boot the thing? Is the in-store experience going to be all about signing a contract of some kind? Microsoft stores might do that – but what about international?
    One possibility is Microsoft could simply offer some kind of rebate if you agree to take a subscription to one of their services, but I suspect the ‘sticker price’ for Surface is going to be closer to that of the iPad.
    We need to be realistic about pricing here. Microsoft are competing against their own partners – they won’t want to undercut them so dramatically. They’re also pushing a premium product, making it ‘cheap’ isn’t so easy (and indeed, could cheapen the brand). If you’re looking for a super cheap Microsoft Surface, I think you better brace yourself for disappointment, and realise that these things are NOT cheap devices …. unless you want a toy, in which case the Nexus7 is perfect for you!

  • windows8fan