Subscribe / Unsubscribe Enewsletters | Login | Register

Pencil Banner

Microsoft's most loyal users ask for Surface trade-in program

Gregg Keizer | Sept. 26, 2013
One of the top requests in a Reddit 'Ask Me Anything' with the Surface team was for a tablet buyback deal to fund purchases of newest device

One of the most common questions posed to Microsoft's Surface team Monday was whether the company would buy back used tablets so that customers could upgrade to the newest models set to ship in a month.

The Microsoft developers, engineers and program managers who hosted a Reddit "Ask Me Anything" chat Monday afternoon didn't ignore the buyback questions, but had little to offer as an answer.

For two hours Monday, the Surface team, led by Panos Panay, the executive who heads the group and who earlier in the day introduced the new Surface 2 line to reporters and analysts, took on Reddit readers in a wide-ranging online Q&A.

While Panos and others from Microsoft revealed a few news nuggets, notably that the company will launch Surface tablets early next year that can connect to mobile data networks, one issue that came up time and again was about a first-generation Surface trade-in program.

One of the first questions during the two-hour chat session was on just that topic.

"Any news on a potential trade-in scheme for current Surface RT/Pro owners to get money off the new devices?" asked someone identified as "Exilify."

Others jumped on the idea. "I'd love to shell out some for [Surface Pro 2] if I had a good incentive," said "johnlennin," joining the chorus. "Dealing with eBay and Craigslist would be a pain ... I hope you guys consider it and if so announce it soon."

Some argued that they should be rewarded for being early Surface adopters who jumped on the bandwagon while others dissed the platform.

"Would love to see a trade-in program for all of us first movers for [Microsoft] products (family has Nokia Lumias, etc.)," wrote "hoosiers99" during the AMA. "My Surface RT has been greatly devalued by both price and a new version available in less than a year. Microsoft owes its most loyal buyers and first movers a quality trade-in program."

Such arguments aren't unusual amongst technology-buying consumers, especially when a new product replaces one they recently bought, or a company sharply lowers prices. In 2007, after Apple dropped the price of the original iPhone from $599 to $399, those who had already bought the new smartphone complained loudly, saying that they had been penalized for being first.

Three days later, Apple gave those customers a $100 credit to Apple's online or retail stores, with then-CEO Steve Jobs acknowledging, "Our early customers trusted us, and we must live up to that trust with our actions in moments like these."

Microsoft's reply to the clamor for a Surface trade-in program was written by someone named Brian, who said he worked on the Surface marketing team. "We'll definitely discuss options with the [Microsoft] Store team," Brian said. "We really don't have anything lined up right now though."


1  2  Next Page 

Sign up for CIO Asia eNewsletters.