Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Mobile Tech
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
Microsoft Drops Surface RT Name, Cites Confusion
Microsoft Drops Surface RT Name, Cites Confusion

By Barry Levine
October 14, 2013 10:19AM

    Bookmark and Share
The name Surface was itself somewhat confusing at first to Microsoft watchers, since it had been the name of the company’s touch-sensitive interactive table product, which was an actual surface. But Microsoft’s decision to choose the name Surface 2 rather than Surface RT is equally as confusing, said analyst Roger Kay.
 



Did Redmond drop the RT branding from its Surface tablet because of customer confusion? According to a Microsoft Surface manager, the answer is yes.

Product marketing manager Jack Cowett recently told an Australian news publication that there had been some confusion about the difference between Surface RT and Surface Pro. The new Surface RT model is now called Surface 2 in an attempt to lessen this buyer confusion. The new Windows 8.1 model of Surface is now called Surface Pro 2.

He said that the company wants to "make it easier for people, and these are two different products designed for two different people."

Is the Difference Professional?

Earlier this month, Microsoft reported that the Surface 2 and the Surface Pro 2 were “close to selling out,” although no figures were released as to how many units have been made or sold.

There have been numerous reports of consumer confusion about the Surface RT, given that it runs RT-specific applications, and does not run legacy Windows applications except a RT version of Microsoft Office. Surface Pro, on the other hand, runs Windows 8 and can handle legacy applications.

Even some store personnel were reportedly confused about the distinction. But, since Pro is now the only word separating the two products, a key question is whether buyers will be confused in another direction -- thinking that Surface Pro 2 is the Surface 2, but in a professional or business model.

Whether or not the new branding works, the Windows RT operating system does not have an optimistic future. The major computer manufacturers have abandoned the platform, leaving only Microsoft and possibly its new Nokia subsidiary to release more RT devices. Several computer makers, such as Asustek, have not been shy about voicing their displeasure with the RT platform or its branding.

Chairs on the Titanic

In July, the company revealed that both tablets in the product line had brought in only $853 million from their launch in October of last year to June. This was less than the $900 million write-down Microsoft has taken for unsold Surface RT tablets.

Roger Kay, an analyst with Endpoint Technologies Associates, told NewsFactor that the new name change was essentially rearranging “the chairs on the deck of the Titanic” because of the platform’s dim future.

He pointed out that the name Surface was itself somewhat confusing at first to Microsoft watchers, since it had been the name of the company’s touch-sensitive interactive table product. “That actually was a surface,” Kay said.

Having taken that name, he added, Microsoft then compounded the confusion by “splitting the operating system into two, but not really dividing them.” Kay noted that “clouding the brand equity” can have a variety of consequences, including introducing “a decision point for buyers, and possibly an off-ramp,” where they decide that they’re too confused and head for, say, Apple’s iPad.

When asked if Microsoft’s decision to choose the name Surface 2 was better or worse than Surface RT, Kay described it as “equally confusing.”
 

Tell Us What You Think
Comment:

Name:





 Mobile Tech
1.   Android 'Fake ID' Puts Millions at Risk
2.   FTC Wants Fix for Mobile Cramming
3.   Facebook To Force Use of Messenger
4.   BlackBerry Acquires Secusmart
5.   T-Mobile Calls 'BS' on AT&T Promo


advertisement
Android 'Fake ID' Puts Millions at Risk
Users: stick to apps from Google Play.
Average Rating:
FTC Wants Fix for Mobile Cramming
Overcharges are 'the perfect scam'.
Average Rating:
BlackBerry Acquires Secusmart
German security firm offers street cred.
Average Rating:


advertisement
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Canadian Government Charges China With Cyberattack
The government of Canada is not happy with China. Canadian officials have accused "a highly sophisticated Chinese state-sponsored actor" of launching a cyberattack on its National Research Council.
 
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 

Enterprise Hardware Spotlight
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 

Mobile Technology Spotlight
Android 'Fake ID' Puts Millions of Users at Risk
Having this fake ID is nothing to brag about, even if you are a minor. The “Fake ID” Android flaw drops malware into smartphone apps. It can steal credit card data and even take over your device.
 
FTC Wants Fix for 'Perfect Scam' of Mobile Cramming
The U.S. Federal Trade Commission has issued new guidelines to curb “mobile cramming,” a troublesome practice that adds unauthorized third-party charges to mobile phone bills.
 
Facebook: You Will Use Messenger, and You Will Like It
Starting this week, Facebook users with Android and iOS phones will be forced to use the separate Messenger app to send Facebook messages. Pending messages will still be visible in the main app.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.