Microsoft is now taking a page out of the playbook by offering the users of Apple’s MacBook Air an in-store credit of up to 650 dollars when they trade in for a Surface Pro 3 tablet. This promotional program is running through the network of Microsoft retail stores in Canada and US through July 31. The offer that is found on the Microsoft support site and official website says that the credit is available for the users of selected MacBook Air products and credits up to 650 dollars. This implies that some trade-ins may not get the full value or may be rejected.
The Surface Pro 3 tablet is the latest in the homegrown Windows based tablet series and became generally available in June 20. So far, Microsoft has positioned the Surface Pro 3 and the typepad cover of the device as a replacement for notebook, specifically going after the lightweight laptop from Apple. During the unveiling ceremony that was held on May 20, Microsoft demonstrated how the Surface Pro tablet is lighter than the iPad Air and MacBook Air combined. Microsoft is clearly trying to take away some of the market dominance of Apple, believing that it can replace two screens of most of the iPad and Mac users into a single consolidated device, the Surface Pro 3.
Firstly, this promotional offer is common with channel conflicts. This program is only valid for the retail stores of Microsoft. In attracting the customers to the corporate owned outlets, Microsoft is cutting out its retail partners like Staples and Best Buy, as well as their authorized device resellers- the select direct market resellers like En Pointe and CDW.
Second, as Channelnomics noted, market share of Apple is not so great that taking appreciable share will help them establish Surface Pro 3 as a market contender. To do this, Microsoft will have to eat away the market share of their longtime computer vendor partners like Hewlett-Packard, Lenovo, Lenovo, Dell and so on.
Third, Microsoft is not expanding the Surface tablet availability to their channel partners. Microsoft has said repeatedly that they are not ready to support the broader reseller community beyond a handful of the volume based direct market resellers. In offering promotions that apply only to their direct retail outlets, Microsoft shows their will to acquire market share.
More details on this news are posted in the Microsoft support site. You can visit the page to know more on the news.
The Surface Pro 3 tablet is the latest in the homegrown Windows based tablet series and became generally available in June 20. So far, Microsoft has positioned the Surface Pro 3 and the typepad cover of the device as a replacement for notebook, specifically going after the lightweight laptop from Apple. During the unveiling ceremony that was held on May 20, Microsoft demonstrated how the Surface Pro tablet is lighter than the iPad Air and MacBook Air combined. Microsoft is clearly trying to take away some of the market dominance of Apple, believing that it can replace two screens of most of the iPad and Mac users into a single consolidated device, the Surface Pro 3.
Firstly, this promotional offer is common with channel conflicts. This program is only valid for the retail stores of Microsoft. In attracting the customers to the corporate owned outlets, Microsoft is cutting out its retail partners like Staples and Best Buy, as well as their authorized device resellers- the select direct market resellers like En Pointe and CDW.
Second, as Channelnomics noted, market share of Apple is not so great that taking appreciable share will help them establish Surface Pro 3 as a market contender. To do this, Microsoft will have to eat away the market share of their longtime computer vendor partners like Hewlett-Packard, Lenovo, Lenovo, Dell and so on.
Third, Microsoft is not expanding the Surface tablet availability to their channel partners. Microsoft has said repeatedly that they are not ready to support the broader reseller community beyond a handful of the volume based direct market resellers. In offering promotions that apply only to their direct retail outlets, Microsoft shows their will to acquire market share.
More details on this news are posted in the Microsoft support site. You can visit the page to know more on the news.
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