It seems like Microsoft just can't get a break these days, with lower sales of its Microsoft Surface Pro tablet recently clocking in at far less than the company had hoped.
Despite the fact that the Microsoft Surface Pro certainly has its "pro" points, there are still far too many cons that have led many tech analysts wondering why the company that was once the harbinger of the "next" has now become a personification of shrugged shoulders.
On Thursday, March 14, Bloomberg released disappointing sales numbers for both the Microsoft Surface Pro and Microsoft's RT-powered Surface.
Microsoft has only been able to fop off a little more than a million units of the Surface on consumers, and the Microsoft Surface Pro's numbers are even more scant at 400,000 units sold.
The gaffe on Microsoft's part is particularly salient considering Bloomberg's sources also suggested that the company had originally ordered approximately three million units of the Surface slates.
Although the newly released numbers might represent a disappointment to Microsoft, they're no surprise to many analysts, including BRG, which back in December 2012 was already referring to the Microsoft Surface as a "dud."
"[Boston-based brokerage firm Detwiler Fenton] points to a high price tag, the lack of adequate distribution and mixed reviews as key factors contributing to the Surface's apparent flop," BRG said.
"Had Microsoft priced the slate more competitively and sold the tablet through leading retailers like Best Buy, we might be telling a different story, according to Detwiler."
In addition to the issues discussed by Detwiler, there are those wondering why Microsoft came out with Windows RT in the first place, saying the whole thing should just be scrapped at this point.
"The International Data Corportation (IDC) found that over the next four years, the fact that Microsoft offers two different operating systems will limit the company's growth with the Surface line-up," iTechPost relayed on Wednesday, March 13.
"Customers are confused about the difference between Windows 8 and Windows RT, and its price is still too expensive, considering its limited capabilities."
Then, of course, there's what some are referring to as Microsoft's shockingly lackluster marketing campaign for the Microsoft Surface RT and Surface Pro.
It's a cogent point, especially in light of: the absurd electric-circus-party-hullabaloo-carnival-brigade that went on before, during and now even after the recent unveiling of Samsung's Galaxy S4; the tap dancing monkey show of Google's Glass campaign; and the "we're-not-going-to-tell-you-when-it's-coming-but-it's-coming!" campaign of Apple's iWatch.
An analysis by former Apple ad man Ken Segall illustrates the point that though recent tablet advertisements might not be innovative or even very good at distinguishing one tablet from the others, they still do their job of "playing up each tablet's strengths as all-purpose devices," as BRG puts it.
But whereas a company like Samsung has figured out ways of having some humor with their ads, Microsoft's entries are, in Segall's words, simply "hard to watch."
"Segall accurately notes that Microsoft is trying to convince people to buy the Surface in a 30-second spot by showing lots of people dancing for no apparent reason," BRG says.
"This not only fails to show consumers what the Surface is good for, Segall writes, but it also 'trivializes the technology [Microsoft is] so proud of.'"
What shocks BRG and other analysts as well is the fact that Microsoft didn't stop with the dancing when it came to marketing the Surface Pro either.
"CTOs are looking for a great many things when they invest in technology and none of them have anything to do with beatboxing and breakdancing during office hours," BRG says.
"And while Samsung's 'Unicorn Apocalypse' Galaxy Note 8.0 was indeed goofy, it was at least showing how workers could use the tablet to work on documents and deliver high-quality presentations."
BRG finally poses a good question in wondering why Microsoft -- being one of the most valued tech companies around (still) with a market cap of $200 billion+ -- would stoop to such low-level marketing flummery.
It does make us wonder what Microsoft is thinking right now. The real problem? Everyone else seems to be asking the same question, too.
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