Six UK resellers into its authorised device reseller (ADR) programme including O2, Academia, XMA, PCS Business Systems, Storm and Total Computer Networks have signed up following a competitive tender process.
This means that there are now 14 ADR’s peddling the Surface in the UK.
Being an ADR gives resellers access to special bid pricing on volume Surfaces and the ability to provide extended warranty and a range of other value-add services around Microsoft’s slow-burner of a tablet.
The first batch of nine ADRs included Insight, SCC, Misco, Softcat, Phoenix Software, Kelway, CCS Media, Computacenter and SoftwareOne. Phoenix Software was less interested in hardware and left the programme two weeks ago to concentrate on software sales.
Microsoft’s Surface distribution strategy after the launch of Surface 3 was likely due its popularity and the fact that Microsoft’s tablet is being demanded by those who need a tablet for business rather than consumer use.
Surface sales started off poor but picked up and demand had been “very strong” since the ADR scheme was launched. Surface sales grew 24 per cent in 2014 driven largely by the Surface Pro 3 and accessories, he said.