Samsung Won’t Bring Its ATIV Tab Windows RT Offering To the U.S.
Alongside it’s Windows 8-powered ATIV Smart PC and Smart PC Pro, Samsung also has a tablet which runs Windows RT, the Samsung ATIV Tab. Unfortunately, this Windows RT-based slate will not come to the U.S., according to Mike Abary, Samsung senior vice president.
There are two main reasons for this move, according to the executive: modest demand for such a tablet from retailers and a non-justifiably high investment from Samsung’s side to educate consumers on such a product. “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”, he noted.
After other company officials weighed in on Windows RT, some criticizing the product, and its naming, now Samsung too is skeptical about the success of the tablet platform; products based on it should be cheaper than those running full-fledged Windows 8 and Samsung has learned that it had to do some trade-offs — which is not something they wanted — in order to achieve this.