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Microsoft may ditch its Surface tablets

News by Luke Jones on Thursday October 09, 2014.

microsoft surface · microsoft news · wm news · tablet news · luke jones

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Microsoft has not had a good time with its Surface line of tablets, despite the fact that they are well made, well spec'd, good looking, and in the case of the Surface Pro range, amazingly functional. The company has used a marketing strategy that says the only tablet worth getting is a Surface, forget the iPads and Android slates if you crave true productivity. However, it seems the company is losing faith in the Surface brand and according to Digitimes is willing to axe it.

Digitimes cited sources high up in the supply chain who claim Microsoft is considering discontinuing its Surface tablets because of the lack of interest in the current Surface Pro 3. It is thought that sales of the latest tablet/laptop hybrid have failed to surpass 1 million, while the Windows RT packing Surface 2 has also stuttered in the market.

The company faces big decisions over the Surface brand and whether it wants to make tablets at all. There have been reports that the company could turn the Surface brand over to Xbox, but the most likely scenario is that Microsoft starts making tablets under the Lumia branding that it acquired when the company purchased Nokia. The Lumia name may hold some more market presence, although Nokia's output has not been known for slates and is instead focused on mobile phones.

Windows based tablets on the whole are struggling to sell in great numbers against Android and iOS competitors, while the slate market as a whole has declined amid competition from large screen smartphones and consumer unwillingness to upgrade. Microsoft has had problems with its Surface products since day 1 and had to write off nearly $1 billion in unsold inventory from the Surface 1. The process was repeated with a $300 million write off late last year and it seems the company is finally losing patience in the division.

source: Digitimes

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About the author

Luke Jones
Luke Jones is the Managing Editor at MobileBurn.com and is the person you need to speak to about the content on the site. Luke studied creative writing at degree level before carving out a reputation as a freelance tech writer. He settled here at MobileBurn, where he reviews devices and contributes to the news, as well as overseeing the site's content and direction.

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