No U.S. launch for the Samsung ATIV Tab
If you were looking to buy the Samsung ATIV Tab
Windows RT tablet in the U.S., you had better make other plans. The Korean based manufacturer has decided not to offer the tablet in the U.S.
Samsung Senior VP Mike Abary said that the company would have had to do some heavy lifting to explain to U.S. consumers about Windows RT and the difference between the OS and Windows 8. According to Abary, this would have required a lot of money. Additionally, Samsung said it received only a "modest feedback" from its retail partners about how successful the tablet would be in the States.
Abary also noted that the Samsung could not produce the tablet to sell at the price point it wanted to
. The executive said that this wasn't an issue with Microsoft, but was purely the result of how Samsung built the tablet. The Korean based tech titan said it still has an interest in Windows RT and will monitor how the market responds to current models.
"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...We didn’t necessarily attain the price point that we hoped to attain. It’s not an issue on Microsoft’s side. It’s more an issue of how the product was built and some of the tradeoffs we had to incorporate in it."-Mike Abary, Samsung Senior Vice President