Microsoft slashes Surface Pro prices in Europe by €100 – for good

Microsoft slashes Surface Pro prices in Europe by €100 – for good

Summary: Will a €100 permanent price cut on Surface Pro be enough to convince Europeans to buy Microsoft's tablet?

SHARE:

Microsoft made its August price cuts to the Surface Pro permanent today in the US, and the good news for Europeans is that price cuts are finally flowing across the Atlantic.

In May, when Microsoft launched the Surface Pro in Europe, it could not be found anywhere on the continent for less than €770.  While Europeans also received the $150 price cut on Windows RT ARM-based slates that their US cousins got, when a price cut for the Surface Pro was introduced in North America in August, Pro prices in Europe never wavered.

That changes today as Microsoft ushers in new starting prices on its premium tablet in Europe: the prices for both the 64GB and 128GB Pro have been cut to around €100 less than at launch, and meaning the 128GB model now costs roughly the same as the 64GB model did before the price cuts came in. In addition, the cost of Pro covers is also coming down.

In the UK, an £80 permanent price cut on the 64GB model Pro will see the price fall from £719 (€848) to £639, while the 128GB model, which launched at £799 (€942) now costs £719 (€747).

In Germany and France, the 64GB Surface Pro falls €100 to €779, while the 128GB Pro's new price is €879, down from €999. Consumers in Austria, Belgium, Finland, Luxembourg, Portugal and Spain will see the same price cuts.

In Italy, consumers get a €110 cut on the Surface Pro, meaning the 64GB Surface Pro now costs €789, while the 128GB model will cost €889, down from €999. And in the Netherlands, prices have fallen €100 for the 64GB and 128GB models, which will cost €786 and €886, respectively.

Surface Pro prices in Switzerland have fallen between around €83 and €81. The 128GB model is available for CHF 967 (€785), down from CHF 1,059 (€860), while the 64GB will now cost CHF 859 (€697), down from CHF 959 (€779).

The cuts are rolling out to Scandinavia too. In Denmark, where prices have fallen by 700DKK (€93), the 64GB Pro now costs DKK 6,099 (€817), down from DKK 6,799 (€911). The 128 model costs DKK 6,799, down from DKK 7,499 (€1,005).

Norwegians get the equivalent of a €63 cut on the 64GB Surface Pro, which falls from NOK 6609 to NOK 6,099 (€752), while the €73 cut on the 128GB model means a new price of NOK 6,799 (€838), down from NOK 7,390 (€913).

Sweden is still the costliest place in Europe to buy a Surface Pro, but instead of a hefty SEK 7,895 (€920) for the 64GB Pro, it costs SEK 7,095 (€811). The 128GB version, once SEK 8,695 (€1,013), is now SEK 7,895.

The Surface Pro price cuts come as Microsoft ramps up its Surface channel reseller program across Europe, hoping to boost its appeal amongst enterprise buyers that also want additional services such as asset tagging, custom imaging, kitting, onsite service and support, device recycling and data protection.

ZDNet's Jo Best contributed to this report.

Topics: Microsoft Surface, Hardware, Tablets, EU, United Kingdom, Windows, Windows 8

Liam Tung

About Liam Tung

Liam Tung is an Australian business technology journalist living a few too many Swedish miles north of Stockholm for his liking. He gained a bachelors degree in economics and arts (cultural studies) at Sydney's Macquarie University, but hacked (without Norse or malicious code for that matter) his way into a career as an enterprise tech, security and telecommunications journalist with ZDNet Australia. These days Liam is a full time freelance technology journalist who writes for several publications.

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Talkback

47 comments
Log in or register to join the discussion
  • Fire sale of a failed product

    Has anyone seen the sales figures for Surface devices? Sales are very very low.

    People are still not going to buy Surface tablets, despite the fire sale prices. The RT model was the biggest failure. Uncompetitive against iOS and Android.

    The Pro model is also not selling. Even fanbois are holding out in the vein hope that Microsoft will release a new model with a newer Intel processor to avoid the short battery life of current models.

    Surface demonstrates that Microsoft doesn't understand the market that it's in. It was designed by CEO Ballmer for a former market that doesn't exist any more.

    Hopefully the replacement CEO will realize that less is more, and embrace both openness and open-source. The current Surface is a dead end that won't survive.
    Vbitrate
    • Sales

      Noone has seen the sales figures for Surface, at least the people who have are not allowed to talk about it. Compared to successes like the iPad, Surface is a failure.

      Compared to some Android tablets, and Ultrabook models, it plays in the same league. Not the premier league, but it's a start.

      The RT model is an extremely competitive offering from a technical standpoint, but because Microsoft marketing failed to understand the Microsoft brand, customers do not know that. And Surface did not sell because of this, and a lot of other major marketing failures such as:

      - "lets skip the christmas sales season in Europe"
      - "let's call this OS by the catchy and self-explanatory name 'Windows RT'"
      - "let's use the same logo for Windows RT and Windows 8"
      - "let's not sell this through traditional retail channels"

      My point is, the Surface RT is a good product. It's a financial failure.

      Surface Pro was killed by being a yesteryear product when it was released on most markets. Educated customers knew when Surface Pro debuted that Haswell was going to be launched in 5 months. In Europe, that was 3 months. Most didn't know that no Haswell tablets would be launched until October tough.
      Sacr
      • Re: Microsoft marketing failed to understand the Microsoft brand

        Unfortunately, "Microsoft" and "Windows" are bringing only negative associations. As for something that "must" be used... Not what one would call brand name.

        Both Surfaces are good devices, but both are not good products.

        Unfortunately, Microsoft does not understand the hardware market and unless they bring some new blood at the top level that by some chance does, this is not going to change, no matter what (else).
        danbi
      • Android

        With Android sales, how many companies selling it?
        jonnybr
      • The insanity

        The Surface Pro is a superior product that just doesn't have enough of a market because at the moment people only want their tablets to be toys rather than productivity devices.

        The problem for Microsoft is that

        (a) Most professionals already have laptops that are more than capable of doing what they need.

        and

        (b) Most professionals have already bought a tablet and been burnt by their inability to do anything useful other than keeping the kids quiet on long journeys.

        The problem then is that those that should be buying the SurfacePro don't have the confidence in the format or the immediate need - until perhaps their laptop breaks.

        The SurfaceRT of course is just a complete failure because (a) If you want a cheap tablet there are cheaper ones out there. (b) If you're going to own something that's practically useless the Apple has more kudos.
        Pastabake
    • Windows 8 Rt are crap buy Laptop or tablet windows 7 OS

      I am in IT test the product Microsoft Surf or RT is disaster Microsoft lost $ 30 Bilion dollar wait till windows 8.1 final release do not waste your money on Windows 8 base machine tablet or PC at all
      microsoft try get rid of junk surfe tablet I do not buy it it if it is $100 dollars.
      t1lavih
      • So much BS in one little post...

        You'd be the first in line if MS were to sell any of their tablets for $100.

        And, where the "f" did you get that $30 billion loss for MS with RT?

        Ever hear of the word "credibility"? Apparently you haven't, since every thing you said is all BS.
        adornoe1
      • IT tester indeed

        IT tester that couldn't test $30bn loss figures
        jonnybr
    • Sacr it seems Vbitrate has access to the figures

      @Vbitrate
      As you allude to the fact that you have access to the MS sales figure will you give us some hard figures?
      oracle57
    • Pathetic

      Truly, you are above. What is your problem if Microsoft didn't sell any Surface? You will eat your words soon
      jonnybr
  • Useless device with NSA backdoors

    Useless device with NSA backdoors
    Really useless
    anywherehome
    • ...

      Backdoors are not "built-in" on purpose. Normal exploits are used that can be bought on the market, or - if the organization is large enough - researched. There are private businesses creating, maintaining and selling government surveillance and exploit kits.

      Linux, OS X, Windows, Android, iOS are all affected. There is no need for a custom built in backdoor.

      So, talking about "NSA backdoors" makes the writer look uninformed or trolling. I assume you are trolling, because even the most uninformed people can't assume that (a) the NSA has backdoors built into an OS by the vendor (b) out of several major OSes owned by US companies, only one is affected.
      Sacr
      • Re: Backdoors are not "built-in" on purpose.

        While I agree with you, that in principle any system can be penetrated without a backdoor, thing is, backdoors *are* built on purpose. This is why those features are called backdoors and not exploits, or bugs.

        NSA (and other agency) backdoors do exist, irrespective of that you don't know about them, or don't admit their existence.
        danbi
  • Crap is crap

    Lowering the price just makes the crap cheaper.

    This product was the last straw, the one that got Ballmer the chop.

    It's rubbish.
    johninsapporo
  • I wouldn't buy whatever the price

    Linux Mint on my desktops, Nexus 7 tablet, wife has a Chromebook (brilliant) and I have a couple Android smartphones.

    Microsoft free and happy.
    Chipesh
    • That's nice for you

      not really relevant to the article though, which may interest someone who would consider buying the tech.
      Mac_PC_FenceSitter
      • Of course it's relevant.

        The article is about price cuts in Europe and I am in Europe (Yorkshire, England).

        As others have said, crap is crap whatever the price.

        This European won't be influenced by the price cuts so that's a relevant comment.

        Where are you from?
        Chipesh
        • yeah he's right

          Irrelevant..
          Koymik
        • You are irrelevant...

          and so is Yorkshire, England. ;)

          But, you are irrelevant, because you think that the way you believe applies to all of Europe. Big ego? Or are you just irrelevant? I'd say you are irrelevant. ;)
          adornoe1
        • This one speak for all

          He has spoken for 420m Europeans
          jonnybr