Microsoft was notoriously late to the mobile game. For years the company watched Apple, Samsung and even Blackberry make great strides creating popular mobile platforms. Microsoft’s attitude seemed to dictate that they were the most dominant platform in the PC arena and didn’t need to focus on mobile. However, times have changed and Microsoft has been scrambling to catch up with the rest of the mobile market ever since. They recently purchased Nokia, and now they’re asking iPad customers to trade in their tablet for a credit of no less than $200 towards a new Microsoft Surface. According to pcmag.com:
“Microsoft will trade you a ‘gently used’ iPad 2, 3, or 4 for a minimum of $200, which you can use for a new Surface or ‘other cool products at the Microsoft Store.’
“Whether or not there are any iPad owners who want to ditch their Apple tablet for Surface remains to be seen. Microsoft has been going after the iPad in recent marketing campaigns – criticizing iPad for the lack of full multi-tasking and available ports. But Surface has struggled to make a dent in the market, with the iPad streamrolling over the competition quarter after quarter. A few Android tablets – from the Nexus 7 to the Kindle Fire HD – have managed to snatch a bit of market share away from the iPad, but Surface has not had the same luck.”
Although it’s a novel idea by Microsoft to entice customers into their line of products, it probably won’t work. Not only does Apple have a product that customers prefer, but Microsoft is promoting this campaign to unload tablets they were unable to sell before the release of a new one later this year. The next generation of Microsoft’s Surface tablets are scheduled to be unveiled later this month and expected to be on sale in time for the holiday season. Making this promotion a lose-lose for the consumer, who would be trading in a superior product for a lesser one that will be upstaged by a newer model shortly thereafter.
Instead of gimmicks, Microsoft should focus on building out their mobile phone category and making Windows 8 more appealing. Then they will have an ecosystem that users will want to use across all devices.
