Surface Surfaces at AT&T
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News Brief. Is there irony here? |
Overnight, Microsoft announced that AT&T would be the first company to commercially deploy Surface Computing tables, from April 17 in four cities: Atlanta, New York City, San Antonio and San Francisco. I guess that means my local Sheraton, here in San Diego, will come later.
Microsoft claims that AT&T will evaluate, based on early deployments, how many more of its 2,200 retail stores would get Surface tabletops.
I find AT&T's Surface skimming to be amusing. For starters, Microsoft launched Surface with another mobile partner, T-Mobile, which was heavily featured in demos over the last 10 months or so. But AT&T gets to market first. It's a coup for AT&T that shows the difficult whiles of technology partnering.
But the amusement gets better. AT&T is the exclusive U.S. carrier for iPhone, which sets up an in-store contest between the multi-touches. Apple's iPhone is a sleek, multi-touch handheld, while Surface is a "big-ass table". I'd love to put an iPhone on the table for multi-touch capability comparisons.
How ironic, when the 3G iPhone comes out, if AT&T shoppers use Surface to make their shopping comparisons.
Last week's Surface ripples: The product will reach consumers around 2010. That's too long, given what Apple is doing. I agree with JupiterResearch Research Director Michael Gartenberg, who last week blogged:
"If I were Microsoft, I'd be embracing the iPhone/iPod Touch platform in a big way, (there are some really obvious apps) and make sure each and everyone was properly branded with the Surface brand. Strong emphasis on doing multi-touch both big and small screen."
Sorry, Microsoft, but Surface is too big a surface.
Comments (5)
Joe, its a sales pitch. Don't you get it?
The client walks into the store. Plays with the Surface PC for a bit and then says:
"Hey this is really nice. I like it. How much does it cost?"
Salesman: "This Surface PC runs at 10 grand"
"That's nice", says the client and nervously smiles. "What about that over there."
Salesman: "Oh that's the iPhone. Just like this Surface PC, but with more features. Small as a cell phone so you can CARRY it with you.", pauses, smiles and says, "It's also only 500 bucks."
"I'll take it."
Posted by Gerardo Tasistro | April 2, 2008 1:25 PM
More brilliant marketing by the people who brought you Longhorn... in a casket.
Posted by portuno | April 2, 2008 2:59 PM
It is rediculous to compare Microsoft's surface table with a phone, just bc both have multi-touch tech. You are comparing apples with oranges...
Posted by evan | April 2, 2008 3:59 PM
Actually, you're comparing Apples with tables.
Posted by Centerfield | April 2, 2008 4:50 PM
"Sorry, Microsoft, but Surface is too big a surface."
They've got a table-sized multi-touch product in prototype. They've got a tablet-sized multi-touch product in development (Win7 on TabletPC). They're likely working on multi-touch for their phones. Seems like they've got their bases covered on the size front as long as the implementation is good, except for the elusive "it isn't Apple, so I won't buy" market niche
Posted by Keith Patrick | April 2, 2008 6:28 PM