Channel hails Surface Pro 3 success
Analyst expects tablet's popularity to prompt expansion of Authorised Reseller Programme
The popularity of the Surface Pro 3 tablet could prompt Microsoft to open up distribution to a larger number of partners, according to analyst Context.
Over the weekend, Microsoft claimed it was working hard to replenish stocks of the latest iteration of its Surface tablet at retailers in the UK, Germany, China, Korea, New Zealand and Australia after many outlets were running low or sold out of stock.
And it seems it is an equally positive picture in the channel too. Analyst Context told CRN Surface sales in the UK channel enjoyed a "real spike" last month when the Surface Pro 3 came to market.
Its chief executive Jeremy Davies said: "The numbers are small overall... but they took off all of a sudden in August, there was a hefty bulk of sales in the UK. [This could be] the beginning of a trend; we will have to see in September."
SoftwareOne, which is one of only nine Authorised Surface Resellers (ASR) in the UK, said customers are impressed with the latest device.
"There has been a lot of interest in the Surface Pro 3," said SoftwareOne's managing director for the UK and Ireland, Zak Virdi. "It is a strong device and a lot of interest has gathered around it.
"Stock [levels] have always been a key challenge, but there is a lot of interest from the demo units and [customers] are very pleased with it in terms of what they see. It is a very positive input into the market and there is a lot of keen interest in it."
When Microsoft launched its first Surface tablet in 2012, it was only available direct or through retailers, leaving many resellers angry at being left out and having to direct customers to the high street.
As later devices entered the market, Microsoft slowly opened up distribution to the selected ASRs in certain countries, claiming it was taking its time to ensure it was getting things right.
Context's Davies said the positivity Microsoft is seeing around the latest device could tempt it to open up its distribution strategy to include the whole channel.
"They were stung by the reception for the first two [Surface iterations] and had a rethink," he told CRN. "I think they have done a lot of talking to business customers – small and large – and the reviews they have had are good.
"They have a lot more confidence and if they haven't already, they should be opening distribution up on this, absolutely."
He added that Microsoft is reaping the benefits of finally getting the tablet spot on.
"History has shown us that Microsoft in general takes a few iterations to get it absolutely right, but when they do, they really do get it right," he said.
"They have learned their lessons – I've seen [Surface Pro 3] and it is really nice, it can replace a laptop."