7 Major Missteps For Microsoft's Surface

The Retail-Only Launch

There were big expectations for Microsoft's homegrown tablet, but the channel partners' hopes were quickly dashed when the company declared last summer that Surface would be sold exclusively through Microsoft's online and retail stores. Shortly after the original Surface, running Windows RT, went on sale on Oct. 26, Microsoft expanded availability by teaming up with retailers like Staples and Best Buy, among others. The Surface Pro went on sale Feb. 9 this year with the same go-to-market plan, despite the Surface Pro's focus on business users.


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