Samsung getting cold feet on Windows RT, ATIV Tab not headed to the U.S.
It appears that Samsung will not be launching the companies Windows RT tablet, the ATIV Tab, in the U.S. market and the future doesn't look bright for other markets as well.
The reason behind the cold feet? Feedback from Samsung's retail partners indicated demand for Windows RT tablets is modest at best and the investment to sell the importance of Windows RT's benefits was too great.
Mike Abary, Samsung's Senior Vice President over PC and Tablets, stated,
"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."
Additionally Samsung looked at the overall price of a Windows RT tablet. Abrary said that Windows RT devices should cost less than those using Windows 8 but there were too many trade offs to bring the price down. For what you pay for the Surface RT, you can just about afford a low-end Ultrabook or mid-range laptop.
Not being able to lower the price without maintaining a useful product, not seeing the demand and the overall marketing cost all together seemed to make the ATIV Tab a bad business decision for Samsung.
In the process, this decision could impact Windows RT overall success. While the Surface RT is a capable tablet, it's not selling like hot cakes. Samsung's concerns have merit and may make it more difficult for Windows RT to succeed. Looking at the positive, Samsung's decision isn't necessarily an indictment against Windows RT and may motivate Microsoft to look into options to lower the cost and make Windows RT devices more attractive to produce and purchase.
Source: CNET; Thanks, everyone, for the tip!