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2012-10-16
Batteries not included
Last night, Microsoft launched its Surface ad campaign with a one-minute advertisement during playoff baseball. The ad focuses on one thing: the Touch Cover. Based upon the ad, I assumed that the Touch Cover was an included component of the Surface. You know what they say about assumptions.
Microsoft announced pricing for the Surface this morning: $499 for the base 32GB model without Touch Cover. To get a Touch Cover bundled with the Surface, it costs an extra $100. To get an unbundled Touch Cover (or a color other than black), it costs $120. Bad move.
The way I see it, Microsoft had two options:
- Use the Touch Cover as the focus of the Surface ad campaign and include it for free (or make it relatively cheap).
- Don’t rely on the Touch Cover as the focus of the Surface ad campaign and charge $100-120 for it.
Microsoft is currently doing the third option: make your customers feel ripped off right out of the gate.
By way of contrast, another well-known technology company also has a new commercial focused on a product accessory. And it comes free in the box.