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CES: New Microsoft Surface to be priced at $7,600

By | January 6, 2011, 6:36am PST

Summary: Microsoft officials showed off “Surface 2.0″ — the new version of the company’s multitouch tabletop — at the Consumer Electronics Show (CES) yesterday. There were lots of tweets and relatively few details, but on January 6, Microsoft officials shared more specifics — including the planned retail pricing — $7,600, compared to the Surface 1.0 tabletop price [...]

CES 2011

Microsoft officials showed off “Surface 2.0″ — the new version of the company’s multitouch tabletop — at the Consumer Electronics Show (CES) yesterday.

There were lots of tweets and relatively few details, but on January 6, Microsoft officials shared more specifics — including the planned retail pricing — $7,600, compared to the Surface 1.0 tabletop price of $12,000-plus.

Here are some answers to my Surface questions from Panos Panay, General Manager, Microsoft Surface.

Q: Is the new device called Surface 2.0? If not, what?
A: What was shown on stage is Samsung SUR40 for Microsoft Surface. (Me: On Microsoft’s Web site, it also is referred to as Surface 2.0.)

Q: When will it ship? Geographically? Availability?
A: The next version of Surface will ship later in 2011 in 23 countries around the world. In addition, we have committed customers which include: Red Bull, Royal Bank of Canada, Fuji Film, Dassault Aviation and Sheraton Hotels and Resorts

Q: Will Samsung be the only OEM for the next generation Surfaces? Or others to come?
A: Currently we are working with Samsung. We wanted to make sure we got the product experience just right and chose to partner with Samsung specifically because of its strengths in LCD technology, hardware design and manufacturing, and worldwide marketing and sales of large format displays.

Q: Windows 7 is the OS and AMD is the CPU/GPU?
A: This is correct. The product uses the embedded AMD Athlon II X2 Dual-Core Processor 2.9GHz paired with the AMD Radeon HD 6700M Series GPU featuring DirectX 11 support to deliver significant processing horsepower and outstanding graphics capability. (Me: To be specific, the OS is an embedded version of 64-bit Windows 7 Professional. The software for the unit also includes .Net 4.0, Windows Presentation Foundation 4.0, XNA Framework 4.0 and PowerShell. A Surface 2.0 Software Development Kit is coming later this year, according to Microsoft’s Web site.)

Q: Dimensions?
A: The entire product is 4” thin which includes the glass, PC and enclosure.  Forty-inch full high-definition (HD) 1080p screen. The 40-inch screen enables unparalleled multi-user experiences in full HD 1080p, with a 16:9 aspect ratio and 1920×1080 resolution. Designed for commercial environments. The product is designed to meet the challenges of active usage in demanding locations such as retail, hospitality and education. (Me: From the brochure about the product: There are standard table legs available, or customers can design their own. The unit also is wall-mountable and/or can be used as a horizontal or vertical kiosk.)



Q: Whose technology is PixelSense? Did Microsoft buy it?

A: No, we did not buy it. PixelSense is a Microsoft technology, as we have been working on this for years. It is a Microsoft trademark. PixelSense gives an LCD display the power to recognize fingers, hands and objects placed on the screen, including more than 50 simultaneous touch points. With PixelSense, pixels in the display see what’s touching the screen and that information is immediately processed and interpreted.

Q: Pricing?
A: The manufacturer’s suggested price for Samsung SUR40 starts at $7,600 (U.S.).

OK, armchair pundits, partners and potential customers. What do you think? Is the Surface any more interesting to you than it was before?

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Mary Jo has covered the tech industry for more than 25 years for a variety of publications and Web sites, and is a frequent guest on radio, TV and podcasts, speaking about all things Microsoft-related. She is the author of Microsoft 2.0: How Microsoft plans to stay relevant in the post-Gates era (John Wiley & Sons, 2008).

Disclosure

Mary-Jo Foley

Freelance journalist/blogger Mary Jo Foley has nothing to disclose. WYSIWYG (what you see is what you get). I do not own Microsoft stock or stock in any of its partners or competitors. I have no business ventures that are sponsored by/funded by Microsoft or any of its partners or competitors.

Biography

Mary-Jo Foley

Mary Jo Foley has covered the tech industry for 25 years for a variety of publications, including ZDNet, eWeek and Baseline. She has kept close tabs on Microsoft strategy, products and technologies for the past 10 years. In the late 1990s, she penned the award-winning "At The Evil Empire" column for ZDNet, and more recently the Microsoft Watch blog for Ziff Davis.

Got a tip? Send her an email with your rants, rumors, tips and tattles. Confidentiality guaranteed.

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True inventer
meghrajm 28th Nov
hello sir!
can u tell me please who is the inventer of this microsoft surface....an indian MIT student or some one else?
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Bring down the price
Cylon Centurion 6th Jan 2011
And every house hold will have one. The coffee table of the future!
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Staff
@Cylon Centurion 0005 Ditto on the price. Surprised how quickly the price has come down already. Just another $5K to go before things get interesting. Hit $1000ish and things really get interesting.
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@Larry Dignan By the time the price drops to something affordable Microsoft will have moved on to its next big thing and forgotten about surface because someone else came out with one cheaper.
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@Larry Dignan ...By the time that happens, other competing tabletops will already be out there running iOS and the market for a Windows tabletop will be nil.
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@Socratesfoot

iOS on a tabletop? You'd want to use a mobile OS on a tabletop?
@Larry Dignan

So you would prefer that they throw it together with junk components?

Will we ever get past this Wal-Mart mentality phase.
@Larry Dignan Others that have replied to your post simply do not understand how much technology is in the Surface. I have not heard of anyone else trying to make this tech at all. So, no MS will not have competition for years here.
Thanks for sharing this. Essays
Courseworks
Assignments
Dissertations
Theses
price of $12,000 abd he couldn't be happier. But Loverock has money to spend. happy
Ugly, overpriced, useless....yep, it's a Microsoft Product. FAIL!
@james347 you are ugly
@ibmec Tsk Tsk, don't hate on me for telling the truth.
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@ibmec he's not just ugly. He's a complete idiot.
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Exactly how is it useless?
Cylon Centurion 6th Jan 2011
@james347

There are many, many things I could think of that make this plenty useful both in a residential and commercial sense.
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Please, enlighten us.
Zogg 6th Jan 2011
@Cylon Centurion 0005

In your excitement, you have failed to describe a single one... wink
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@Zogg
Cylon Centurion 6th Jan 2011
Do you not have an imagination?

Family activities - digital board games
Household management - Chores, grocery list, etc.
Entertainment - A way to manage the TV and DVR
Projects - This could form a way to visualize home repair and addition projects
Security - This could be used to interact with home security systems
Communication - The possibilities here are endless


I find it odd I had to list any of these at all.
@Cylon Centurion 0005

I can imagine doing all of these things without a $7,600 table very well indeed.

And that "device free" technology you linked to previously would make this table obsolete anyway.
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Ugly, overpriced, useless: Yep you sound just like something MS would sell! happy
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RE: CES: New Microsoft Surface to be priced at $7,600
The Danger is Microsoft 6th Jan 2011
@John Zern - Wow John! We agree on something! Glad to see you admin that Microsoft sells ugly, overpriced and useless products! Keep up the good work!
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uhuh sure
JABBER_WOLF 6th Jan 2011
@james347
And if it were by Apple, you'd be in love with it.
But Apple would convince you to pay MORE $ for it and it would be less useful.
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Pixelsense is innovation...
Roque Mocan 6th Jan 2011
Now, market the hell of it and apply it to more products!
before I pass judgement. This product is definitely not directed towards the consumer market. It sort of reminds me of those gigantic HP Printers which engineering firms used to print out large "Blue Print" schematics on. Those printers served a purpose (I printed out some engineering information myself back "in the day") but I don't see the need for this product in the home of mainstream consumers.
@kenosha7777
Plotters and dot matrix printers are still in use today....but definetly a niche market.

I can see this surface device being used in various industries such as education.

What someone really needs to do is come out with a table top interface like the one in Ironman 2...with the same holographic display and response time.

The coolness factor alone would sell it....not to mention you can actually use it as a table and the whole web surfing thing is on the down low.
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Agreed. I can see this in hotels
John Zern 6th Jan 2011
and places like that, and conference rooms, too (but on a wall).

We used the Design Jets years ago, too. Just because it could also be used as a printer didn't mean the consumers would run out and buy one to print on, as it would do so on 8.5X11 to 24X36 inch paper.
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Bill Buxton, principal researcher at Microsoft Research, actually hinted at PixelSense a few months ago in The Globe and Mail. http://www.theglobeandmail.com/news/technology/personal-tech/controller-freak/a-chat-with-microsoft-principal-researcher-bill-buxton-part-iii/article1679362/

Interestingly, he said he expects to see Surface in homes in three years' time. Fingers crossed!
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RE: CES: New Microsoft Surface to be priced at $7,600
NinjaCoder Updated - 6th Jan 2011
If they stopped with the "Camera" nonsense and just made a 40 inch ipad (which is what everyone really wants anyways) running windows 7 with nice dev SDK so I can play boardgames with my friends how much would it cost?

My estimation was $649 (samsung 40 inch 1080p lcd tv on amazon) + $500 for semi decent computer + $1200 (amazon has 18" ones for $190) for a touch screen kit to cover the screen = $2349

Then sell an optional wooden stand to turn it into a coffee table with drink holders


Definitely within the range that we would consider buying it for a setup/cleanup free game of Risk or Settlers of Catan.
@NinjaCoder

That makes too much sense.
Actually Samsung already sells a 40 inch touch screen for $2459.00...
A little higher than my calculations but add a PC and you're good to go.
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Apples and oranges
nicksuch 6th Jan 2011
From a developer perspective, there are advantages in the tech in the new Surface, and the cost disparity is insignificant if you compare this apples-to-apples. For a 40-inch LCD-based screen able to detect more than 2 touch points (thus able to be used by multiple simultaneous users), this is on par with current prices (see http://gestureworks.com/features/supported-hardware/ and Evoluce, PQ Labs, or the 12 iPads needed to replicate something this size). Throw in the object recognition capabilities at that price point, and this is in a league of its own.

But the major question still is: what is this actually worth to a business or consumer who wants it? I think that number is far lower than $7600, but time will tell.

Also, keep in mind, that $7600 price tag does not include custom application software which is likely needed for retail and hospitality environments.
@NinjaCoder

PCs are cheap, a touch screen costs $2,460, yet MS is selling its device for $7,600. What am I missing?
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@Zogg: Not all touchscreens have the same capabilities. The $2640 will indeed get you a 40-inch touchscreen, but it can only detect 1 touch point at a time. It costs a little more to bump that up to 2 points (see http://NextWindow.com ) and significantly more to achieve 3+ touch points. 3M has some pretty good explanations of the differences on http://touchtopics.com

While most users and most corporate customers don't care about a spec like "number of simultaneous touch points", what they will notice is the ability for multiple people to use the screen simultaneously. To do that right now, you have to pay more than $7600.

Additionally, Microsoft has simplified this a bit by making it a self-contained device. It is now a veritable hardware platform. I think Apple would have sold far fewer iOS devices if users had to buy the touch overlay, the lcd screen, and the computing components separately.
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just put Linux or android on it
Linux Geek 6th Jan 2011
an the price will be cut in half.
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deleted
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MJ: Ask MS why the price is so high
P. Douglas Updated - 6th Jan 2011
I wouldn't be surprised if the MS Surface license costs several hundred, or even thousand dollars.
I saw parts of the presentation over at the CNet site. What I didn't see were the applications, other than the RBC app. While the future of home computing may look like this, I just don't see it making any major inroads today.
Ballmer also said that with the technology they've put into it, application developers will be able to create imaginative programs. Well it would've been nice to see those imaginative programs in action during the presentation.
Oh people just go to youtube and search for the surface videos there are so many applications already developed for education, entertainment and productivity and this upgrade will skyrocket those apps and sells, as for the idiotic fanboys who say to place a iOS on it or Linux don't bother, appliances for them will not get there ever, don't have the multitouch capabilities nor the pixelsense technology (which in fact makes the innovation)
@keoz
Please point us to some real world applications and not concept videos. Furthermore there may be actual applications as you say, for the device, however at $7600 price point plus costs for software, how many of the Surface 2.0 tables do you think cash strapped schools can afford?
Wow, I wasn't expected the price to be that low. It is now time to add one to my vision board. Hmm...that gives me an idea for my vision board of the future.
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@Mythos7 Do you have that kind of money lying around under the sofa, or something?
@Zogg

As always, "low" depends on perspective. Is it low from a joe-conusmer "hey, nice toy!" sort of way? No. Is it low compared to a lot of similar kinds of products in use in the professional world? You betcha.
@Zogg

Obviously you don't know what a vision board is!
Hope the OS is touch enabled this time. We bought some of these things and you need to hook a keyboard up if you want to just reboot the thing.

We gave up and put the things in storage. Tried to sell them but there was no interest.
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@maskman01 I'll buy them from you.
@Graham Ellison

Where you located?
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The Surface would produce law suits (in the US at least) from people with injured necks from looking down at nearly 90 degrees. Tablets are fine because you can hold them in front at a somewhat proper viewing angle, but tables should be tables, not computers. Suggestion to the automakers: Do not start putting speedometers and navigation in the cup-holder area!
It's not worth it yet. It's aimed at businesses, and really that's all. I suppose MSFT is trying to bring businesses in so they can create a demand to bring the consumer market in. I wonder if people even recognize that is the plan here.

1-3 years and this technology will be ready for the home.
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Surface 2.0
jarrichvdv 6th Jan 2011
It looks great grin
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Now if only MSFT can shift a few million of these in 2011!
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When will they ever learn? Predicting the future and then instead building the second generation of an ugly, expensive humungous dinosaur is not the same as actually delivering the products we actually want. It's not even close.
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True inventer
meghrajm 28th Nov
hello sir!
can u tell me please who is the inventer of this microsoft surface....an indian MIT student or some one else?

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