The Rise and Fall of Microsoft's Surface RT: A Study in Missteps

The Rise and Fall of Microsoft's Surface RT: A Study in Missteps

 

In October 2012, Microsoft announced the release of its first tablet, the Surface RT. The Surface RT was designed to take on the iPad and other tablets in the market with its lightweight design, long battery life, and the ability to run Windows RT, a version of Windows designed specifically for tablets. However, the Surface RT's launch was plagued by poor sales, and Microsoft eventually took a $900 million charge on unsold inventory. In this article, we'll take a closer look at the rise and fall of Microsoft's Surface RT and explore the missteps that led to its failure.

The Rise of Microsoft Surface RT 

The Surface RT was initially seen as a bold move by Microsoft to enter the tablet market and compete with the dominant iPad. The device was designed to be a lightweight and portable alternative to laptops, with a 10.6-inch display and a starting price of $499. Additionally, the Surface RT was the first device to run Windows RT, a version of Windows designed specifically for tablets.

Windows RT was designed to be more touch-friendly and efficient than traditional Windows, and it came with a number of features that were tailored for tablets. These included a touch-optimized version of Microsoft Office, a new version of Internet Explorer, and a new Start screen that was designed for touch navigation.

Additionally, the Surface RT also had a distinctive design that set it apart from other tablets on the market. It featured a built-in kickstand and a detachable keyboard cover, which Microsoft dubbed the "Type Cover," that allowed users to use the device as both a tablet and a laptop.

The Fall of Microsoft Surface RT 

Despite its unique design and the potential of Windows RT, the Surface RT struggled to gain traction in the market. One of the main reasons for this was its positioning. Microsoft positioned the Surface RT as a tablet that could also function as a laptop, but it failed to clearly communicate to consumers the differences between the Surface RT and a traditional laptop running Windows 8.

Another issue was that the Surface RT was underpowered compared to other tablets in the market, and it had a limited selection of apps, as the Windows Store had not yet reached the maturity of Apple's App Store or Google's Play Store. Additionally, Microsoft's retail stores at the time were not as prominent as Apple's or other electronics retailers, making it harder for consumers to find or even see the Surface RT.

Furthermore, the Surface RT was also criticized for its high price point, which was similar to that of a laptop, but it was not capable of running the same software as a laptop and was not as powerful.

In addition, Microsoft's strategy of making the Surface RT exclusively available through its own retail stores and website, rather than through third-party retailers, also limited its distribution and visibility.

The rise and fall of Microsoft's Surface RT serves as a case study in missteps. Despite its unique design and the potential of Windows RT, the Surface RT struggled to gain traction in the market due to poor positioning and communication, limited app selection, and a high price point. Additionally, Microsoft's distribution strategy also played a role in its failure. The Surface RT serves as a reminder that it's important for companies to consider factors such as market positioning, consumer needs, and distribution when launching a new product.