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Samsung: No Windows RT tablets in US due to lack of demand

Posted on Friday, January 11 2013 @ 10:11:54 CET by


Samsung logo
Samsung US' PC and tablet unit head Mike Abary revealed to CNET that his company will not be releasing its Windows RT tablet devices in the US because "retail partners don't see strong demand and because the value proposition for Windows RT isn't clear to consumers". It's unclear what Samsung's plan is for other markets.
Abary noted Samsung reached its decision about he device, dubbed the Ativ Tab, for two main reasons. First, feedback from its retail partners indicated demand for such products is only modest. Second, Samsung determined it would take a lot of investment to inform consumers about the benefits of Windows RT. Here's what he told CNET:

There wasn't really a very clear positioning of what Windows RT meant in the marketplace, what it stood for relative to Windows 8, that was being done in an effective manner to the consumer. When we did some tests and studies on how we could go to market with a Windows RT device, we determined there was a lot of heavy lifting we still needed to do to educate the customer on what Windows RT was. And that heavy lifting was going to require pretty heavy investment. When we added those two things up, the investments necessary to educate the consumer on the difference between RT and Windows 8, plus the modest feedback that we got regarding how successful could this be at retail from our retail partners, we decided maybe we ought to wait.




 



 

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