Microsoft’s Surface Pro marketing tactics nothing new

By Peter Chubb - Feb 27, 2013

The launch of the Surface Pro did not go to plan because Microsoft had to cancel their big launch event on Friday, ahead of a midnight release because of the poor weather conditions in NYC. However, this has not stopped the device from proving very popular, as there have been reports over the weekend that the Pro has sold out in many locations.

Microsoft would have you believe that the reason for low or no stock at all is because of how popular the tablet come ultrabook is, but there’s far more to it than that, well according to a recent news report that has been looking more closely at this. There have been suggestions that Microsoft didn’t supply enough stock in the first place, which could make the Pro seem far more popular than it is.

These marketing tactics are nothing new because many companies have employed the same sort of practices in the past, with Apple and Nintendo being just two of them. To you and I this is considered unfair, but it does help promote a device, just like the original Wii back in 2006.

We’re hearing several stories where some retail stores had very limited stock of the Surface Pro, but in some cases they had none at all, which seems strange considering how long they have had to prepare for launch day.

What’s the reason for the low stock? Okay, so these retail outlets could be victim of the same stock confusion as the Nexus 4, but then again that was very different because Google and LG had to liaise with each other, whereas Microsoft does not have that issue. While Microsoft would have you believe that they are working on the lack of supply problems, we’re more inclined to say that this was all part of their plan.

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  • Joe Danko

    Well, at least no one has been tasered yet trying to buy a second one.

  • Joe Danko

    There is a possibility that lots of folks are not taking into account the tablets that were ordered direct from Microsoft months ago. If MS held onto early internet paid orders so quantities could be shipped to big box stores then the same people would probably be crying FRAUD. Sometimes you just can’t make everyone happy.

  • dvmoo7

    This makes no sense. Why would MSor any company hype up a product so much then offer next to nothing. Even online you can find anything, unless to go to eBay. I mean you can’t even back order this right now. I can’t believe MS would be holding back units on purpose so they can claim there sold out and try to get some kind of publicity all
    while losing millions in potential sales?? This makes no sense at all. A more
    reasonable scenario would be some think of supply chain issue or maybe a newly
    discovered defect 🙁

  • rb225

    What amazes me Chris is that you and many other reporters are helping to perpetuate this as simply a supply issue when, in fact, it was a blatant attempt to defraud the public. Microsoft did not ship ample supplies except in a few exceptions. Most Best Buy stores across the country received ONE unit each, and I know this for fact as I have been following up with research after trying to buy one on Saturday morning. Staples stores did not get any 128 model Pro in most stores and indicate that you will have to order them. You cannot order them online at either store. The Microsoft store claimed to have units on Saturday but they were holding them for people who had reservations. There was no publicity in advance of the launch about the reservation process, you couldn’t do it online, and the number provided online for the Microsoft stores was a call center who knew nothing about the reservations. The entire time that I was in the area of the MS store in Southpark Mall in Charlotte, NC, no one picked up any units. Do more research and then update your story with facts. Go check out Microsoft, Microsoft Store, and Surface Twitter and Facebook pages and look at the comments from consumers across the country. More did not get the Pro than did and those that did not tell the exact same story. This was not marketing, it was a manufactured “sellout” and it was a FRAUD.