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Partners of Microsoft Corp. believe that considering the company's heritage and orientation, it will not be able to make its own-brand Surface tablets a strong success since it lacks retail presence comparable to Apple's and will compete not on its own field. To make the matter worse, it will compete against its hardware partners, which is hardly good for business in general.

"Microsoft needs to remember where their bread is buttered. It would be a huge mistake for Microsoft not to leverage the channel. They don’t have the retail presence or following that Apple has. Microsoft needs the channel,” said Bob Venero, chief executive officer of Future Tech, a Microsoft partner that also sells Apple’s iPad tablet, in a conversation with CRN web-site.

Microsoft wants to sell its Surface tablets through its own chain of retail stores in the U.S. only in addition to select online stores. Since Apple iPad media tablets are sold not only in Apple stores, but also in big technology retail chains, Apple's solution will by default be presented in wider amount of locations than Microsoft Surface.

According to Microsoft partners among solution providers and the channel resellers, Microsoft will not be able to convince business customers to buy Surface tablets directly from them hoping that they [clients] will customize the tablets later on themselves. Meanwhile, elimination of partners from the chain means that the slates will not only be tailored for particular deployments in general, but the software giant will also upset its partners amond value-added resellers.

"The vanilla deployment of Microsoft software products is gone. 90% of all software deployments have some type of integration, customization and tie-in to multiple systems throughout the enterprise. That cannot be accomplished efficiently and effectively without the solution provider ecosystem,” added Mr. Venero.

Although the frustration of Microsoft's partners is understandable, one should keep in mind that conversations with solution providers may easy result in numerous compromises, which may make the devices bulkier, slower, etc. At the end of the day, many of Apple's partners like the company because its devices are simple yet reliable and are loved by many end-users.

Tags: Microsoft, Surface, Windows 8, Windows RT, Windows

Discussion

Comments currently: 5
Discussion started: 06/19/12 09:40:21 PM
Latest comment: 06/20/12 08:01:42 PM
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1. 
Do anyone have a reason to believe that Window Apps will be cheaper than iPad and Android apps?
I don't see that, so why would I bother?

Also, don't forget that the keyboard feature only works when you sit by a table. But if I sit by a table, why wouldn't I want to use anything but my 24 inch panel?
0 0 [Posted by: Tukee44  | Date: 06/19/12 09:40:21 PM]
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Not so easy to carry that 24" panel to any table, anytime.
0 0 [Posted by: bluvg  | Date: 06/19/12 11:09:52 PM]
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Dude, count how many tables do you want to sit down and type in a day.

Beside your work desk, your home office, there isn't many other table you want to sit down for extended period of time to work (unless your 2nd home is a Starbuck). If you do, carry a ultrabook instead.
0 0 [Posted by: Tukee44  | Date: 06/19/12 11:45:33 PM]
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I have an ultrabook, and use it in that way. Obviously, many folks like the iPad for email and the like, and two big reasons for that are the form factor and the battery life. They also typically have a cover, and would rather type on a keyboard if there wasn't a portability tradeoff. Now they don't have to make that tradeoff.
0 0 [Posted by: bluvg  | Date: 06/20/12 08:01:41 PM]
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2. 
Mr. Venero... you are probably right about the channel, but totally wrong about reseller add-ons to client machines running Windows. Customers hate that nonsense with a passion. It's not done for their benefit--it's a kickback agreement to the seller. Apple doesn't even offer anything like that, so you are talking out of both sides of your mouth here.
0 0 [Posted by: bluvg  | Date: 06/19/12 11:13:19 PM]
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