Microsoft Surface in the channel? Just rumours

Larry Walsh attempts to unearth hard evidence that the Surface will really come to VARs in July

It's beginning to look less like Microsoft's Surface tablet is merely a prod to get its OEM partners developing better tablets and computing products -- as the sales model is being expanded to bulk sales to business.

However, providers shouldn't expect Surface to appear on their line cards any time soon.

Despite rumours that Microsoft will release Surface to its general B2B channel network at the annual Worldwide Partner Conference, held in Houston this July, there's precious little evidence that Microsoft really has any such plans.

Last month, Microsoft started offering Surface to businesses in bulk purchases through a direct sales model similar to its consumer go-to-market strategy.

According to ZDNet's Mary Jo Foley, the bulk sales site gives businesses the opportunity to place large orders for Surface RT and Pro, as well as common accessories such as the Type Cover and stylus.

However, Foley reports that Microsoft is not offering businesses any incentives or discounts for bulk purchases.

Foley received the same stock response as Channelnomics from Microsoft on its Surface channel plans.

Usually, Microsoft says it has nothing to share on the topic. Foley however quoted Microsoft as saying it remains committed to the channel and will share news on Surface as it becomes available.

That's what's fuelling rumours that Microsoft plans to introduce Surface to the channel at WPC. It makes sense, as WPC is where the Microsoft faithful often get their first looks at products, services and strategies.

As last year's partner confab, Microsoft talked up Surface as an integral part of the Windows 8 launch and its strategy for capturing mobile market share from Apple and Google.

However, Surface was conspicuously absent from the exhibition, including all displays and any of the breakout sessions. The only place partners could see Surface was during main stage keynote addresses.

Channelnomics has checked with strategic US Microsoft resellers and distributors. Several said that enquiries about Surface availability for resale have been rebuffed by field and headquarter executives.

Some partners even said that sympathetic Microsoft managers are advocating for Surface to be released to the channel, but they too have been pushed back in internal conversations.

Distributors tell Channelnomics they've tried talking with Microsoft about logistical support for bringing Surface to the channel, but Microsoft has been largely disinterested.

Microsoft will eventually bring Surface to the channel, if for nothing else than to expand coverage to the total addressable market.

It's hard to say how well Surface is selling through Microsoft's web site and small retail network.

Analysts estimate Microsoft has sold 900,000 Surface RTs and 400,000 Surface Pros (pictured, left). While these are respectable sales figures, analyst estimates that Microsoft produced three million Surface units, and total sales so far pale in comparison to the 23 million iPads Apple sold over the holidays.

Even if Surface is released to the channel in July, it's hard to say whether the channel will be interested. Some resellers have said Microsoft is proving to them that the channel is less important and add that they're gravitating towards alternative brands.

As part of our special editorial partnership, CRN is republishing this article from Channelnomics