Should Microsoft Fret Surface RT's High Return Rate?

History will ultimately tell us whether or not Microsoft's Surface tablet strategy was a sound one, but for now, we don't have the benefit of time and hindsight. In their absence, we have to rely on data and analysis from market research firms (as well as our own impressions), and it just so happens that IHS iSuppli has some interesting figures on Surface RT.

Rhoda Alexander, an analyst at IHS iSuppli, told CNet that Microsoft has shipped about 1.25 million Surface RT tablets into the channel, but sales are "significantly lower," perhaps as low as 55 or 60 percent of total shipments. That works out to between 680,000 and 750,000 Surface RT sales.

Surface RT

Compared to Apple's iPad sales, Surface RT isn't even close, but that's true of every manufacturer, Alexander says, adding that Microsoft's sales percentage isn't necessarily unusual and is in line with some newer Android tablets.

Surface RT also faces a "very high" return rate, and if you combine that with the low sell-through rate, Alexander says that's "indicative of a problem." However, Alexander points out that Amazon's Kindle Fire also suffered high return rates and low sell-through in the beginning, and it's gone on to become one of the best selling tablets on the market.

In other words, Surface RT is definitely going through some growing pains at the moment, but for now, it's nothing out of the ordinary.
Via:  CNet
Comments
3vi1 one year ago

Even their weekly, hour-long, commercial for the Surface isn't helping.

Wait... I was just told that Arrow was not intended to be /just/ an advertisement for the MS Surface.

CDeeter one year ago

Maybe, maybe not, but at least it's a break from the usual TV show. If TV was reality, every office would be stocked with Apple products, talk about product placement overload sheesh.

3vi1 one year ago

Let's hope the CW's new Wonder Woman series "Amazon" doesn't feature 5 minute scenes of people shopping on Amazon.com.

realneil one year ago

LOL!

It's just a POS, that's all.

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