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Microsoft ramping up Surface production with retail push

12 Dec 2012

Microsoft has confirmed that it will make its Surface tablet in a wider variety of retail outlets and increase production, as it looks to kickstart demand its iPad rival.

Microsoft said that the move was made in response to the reception the Surface has received since it entered the market.

"Our plan has been to expand the retail presence for Surface after the first of the year," said Microsoft corporate vice president for retail sales and marketing Steve Schueler.

"Based on interest from retailers, we are giving them the option to carry Surface with Windows RT even earlier."

Microsoft said that while it will initially focus on the US and Australia in the push, the company will be expanding the programme into a number of additional countries soon. It is also looking to extend some of its temporary holiday store deployments to year-round permanent retail locations.

Microsoft's announcement flies in the face of earlier reports which suggested that the tablet might not be meeting expectations. Chief executive Steve Ballmer classified the early sales for the Surface as 'modest.'

No word was given on whether the push will include the Surface Pro. Microsoft said that the Intel-powered tablet would sport a $899 price tag.

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Shaun Nichols

Shaun Nichols is the US correspondent for He has been with the company since 2006, originally joining as a news intern at the site's San Francisco offices.

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