Microsoft expands Surface retail presence, holiday pop-up shops becoming permanent

Microsoft has just announced that it is expanding the retail presence of the Surface with Windows RT in the US and Australia. Microsoft has stated:

As early as mid-December, consumers will be able to go to retail stores in the United States and Australia to purchase a Surface with Windows RT. Additional availability will be added in a number of countries in the coming months.

Microsoft has also stated the following about the holiday pop-up retail locations that were opened up in the US a few weeks ago. Microsoft has stated:

Based on the success of the Microsoft holiday stores, the company will extend all of these locations into the new year. These stores will transition into either permanent brick-and-mortar retail outlets or specialty store locations.

With expanded retail presence before the end of the holiday shopping season, Microsoft should be able to move a few more units as this will increase the availability for consumers to get their hands on the goods.

While we have not heard any sales figures from Microsoft, we have seen the Surface show up on the web traffic radar, even if it is a small blip. While the figures may be small, it is encouraging to see that the Surface, which is a brand new product, is already starting to make a few waves.

The news appears to be positive out of Microsoft and shows their commitment to the retail distribution of the product. It is a bit odd that the US and Australia will see other outlets besides Microsoft stores selling the device first as we would have hedged that the EU would have been more likely to see this expansion first over Australia. Any way you look at it, though, Microsoft is moving forward with its retail presence. 

Staples has come forward as one of the first places that will begin selling the Surface in the US and they will go on sale starting this Wednesday.

Source: Microsoft

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The similarities on how Microsoft is marketing Surface tablets and how Fisher-Price, Toys-R-Us, or other major toy manufacturers market toys is frightening. There is a message there.

seeing is believing...

Why is the Surface not hitting off so much in the UK is because the only people that have gotten there hands on and play around with it are the ones that have brought one or very are developing a application for one, if you want the Directors of companies to start getting these devices you need to get more people have hands one OUT SIDE OF THE USA!!!!

Microsoft should get into a deal with some one like "Currys" the UK largest Electrical Retailer, which include PCWorld and Dixons stores (DELL have done this), people need to hold the device to see if it is any good and play with it, I have not even seen many windows 8 PC's and the ones I have are not even touch screen?

Microsoft instead of paying 1.8 billion on a marketing campaign can you push more than 0.1 billon for the rest of the world?

Also when is the PRO version getting release OUT SIDE OF THE USA?

Hey Brad, I don't see you mentioning that they're actually increasing production as well. That's pretty important to counteract the other nonsense we used to see about suppliers cutting orders..

“The public reaction to Surface has been exciting to see. We've increased production and are expanding the ways in which customers can interact with, experience and purchase Surface,” said Panos Panay, general manager, Microsoft Surface.

Sell this version for $100 less and get it in the likes of BestBuy in US and they have a hit.

The apps will more than take care of themselves - it's Windows and sells in huge numbers so no dev is missing out on that market.

They can add the $100 back on for the Surface 2 with 4G, higher spec screen etc - for now get the thing in the hands of people at a price notably cheaper than ipads.

Why is it that people want 3G, 4G/LTE on a darn tablet? Why do people want twice the cellular bill? Seriously folks, most phones today offer an internet sharing feature so you can connect your tablet to your phone wirelessly, therefore Wi-Fi is plenty on a tablet.

Stock Market seems to like this idea.. MSFT up at day, up in after hours too.. Hopefully these surface partner markets also carry WP8

Btw from the press release:


“The public reaction to Surface has been exciting to see. We've increased production and are expanding the ways in which customers can interact with, experience and purchase Surface,” said Panos Panay, general manager, Microsoft Surface.


Increased production eh? I thought they cut their order in half. Oh wait, just more FUD.

While I pre-ordered my Surface and still love it, aside from a couple of important apps to me still unavailable. I do think that this is poor timing.
Microsoft needed to do this a month ago outside of the US.

2 weeks until Xmas, and most people have already bought their xmas gifts so I don't think many more Surfaces will be sold pre-xmas.

TO me the surface is priced a bit out of the average impulse Christmas buy.. I sure want it to be EASIER to buy by all means, but I don't think 500+ bucks is your typical drive-by oh hey look maybe they will like this for Christmas thingy.. If you want it, you can get it.. just not maybe as fast as you wanted

It's not how many they sell, it's how many they ship to stores that counts. That will really bump up the numbers. If they sell-out and the stores place another order then so much the better. I do hope they sell tons of them.

I don't agree, iPads are even more expensive and they sell well. Microsoft will really need a kick ass kiosk style display, a bit like Apple did at most Best Buy stores.

Microsoft saved themselves from what killed the blackberry playbook and hp touchpad..

1) people buying products without any information on how it works or what it is..
2) having the numbers of your sales released before being official (HP touchpad reports of stores turning down more inventory, blackberry playbook inventory numbers at stores being revealed about a month after release.. )
3) Developers did not create apps for the platforms as well as expected because developers knew they were not selling well..
4) When apps were not released many returned them or decided not to pick one up

I think the way Microsoft did it was actually pretty smart.. release it to the fanboys and not try to push it too much to the general public and keep the sales numbers secret.. release it to the general public (Bestbuy, Futureshop, Walmart) after the initial bugs are worked out and more apps are available..

I owned a playbook and a touchpad..

Plus every OTHER Windows 8 and RT computer adds a LOT of userbase to make it worth the developers time. It's not just the Surface that runs those apps. That is where Microsoft has a huge advantage and why they made every Windows 8 computer run the Metro UI.

It wont take off with a very limited amount of stores in just two countries. MS still don't even have that many stores in U.S.

They need to get Surface in 3rd party stores and websites.

Did you read the article?

As early as mid-December, consumers will be able to go to retail stores in the United States and Australia to purchase a Surface with Windows RT. Additional availability will be added in a number of countries in the coming months.

Staples has come forward as one of the first places that will begin selling the Surface in the US and they will go on sale starting this Wednesday.

Come on dude, read before you comment.

1Pixel said,
It wont take off with a very limited amount of stores in just two countries. MS still don't even have that many stores in U.S.

They need to get Surface in 3rd party stores and websites.

Guessing you didnt read at all...

Great that Staples is picking it up... Was looking forward to Best Buy and Fry's carrying it first though. They're two of the big players in the US.

Fry's doesn't have jack still when it comes to Windows 8.. so disappointed with the Austin store so far.. Best Buy, they can't sell anything right and if you have been following the windows 8 launch Staples has ironically been one of Microsoft's most aggressive partners. Staples offers tablet tradein/tradeup credits, offeres free windows 8 support / training and I should have guessed they would be one of the premier partners. Don't get me wrong, would love to see surface everywhere but I can see why BestBuy isn't in the front running

I just can't take Staples seriously............

I used to work there. It's a joke to me, having worked both for them and for Best Buy. Maybe it depends on the location of the store.