Let’s take a brief moment to look at Microsoft Surface sales. Or, lack thereof. According to a Bloomberg report, citing people familiar with the matter, sales of the first two Surface tablets currently on the market have fallen short of expectations, with just 1.5 million devices moved.
Microsoft has sold little more than a million of the Surface RT version and about 400,000 Surface Pros since their debuts, according to three people, who asked not to be named because sales haven’t yet been made public. The company had ordered about 3 million Surface RTs, they said.
While the Surface is overpriced and falls short of the iPad, which was purchased 22.9 million times last quarter alone, one underlying reason for its poor traction has been ineffective marketing. While it might have amazing commercials, the marketing for the Surface has been taken in the wrong direction.
The problem lies in the commercials themselves, as Microsoft ad campaigns have failed to adequately show advantages that a user would have by using the Surface. Instead, they show crowds of people dancing and having a good time. And they even do this for the Surface Pro, intended for business professionals.
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. This not only fails to show consumers what the Surface is good for, [former Apple advertiser Ken] Segall writes, but it also “trivializes the technology [Microsoft is] so proud of.”
Microsoft is still a dominant force in the tech space, evident just by looking at its insanely popular, industry-leading Xbox game console. So that is why it makes it even more questionable as to why Microsoft can’t direct the Surface down that same path of success. It just makes no sense.