Microsoft keeps customers in the dark over Windows 8 prices
Delay in pricing new OS due to desktop vs. tablet conundrum, analysts argue
Computerworld - With just two months to go before the retail launch of Windows 8, Microsoft has yet to price the new OS.
Analysts today blamed Microsoft's attempt to accommodate both desktops and tablets with Windows 8 for the lack of information.
"The delay in releasing pricing is all about uncertainty around the PC market and competition from Apple," argued Patrick Moorhead, principal analyst with Moor Insights & Strategy. "Microsoft needs to price Windows in a way that looks smart versus Apple's OS X, doesn't leave money on the table with commercial PC customers, and enables OEMs to compete better with the iPad."
The delay in pricing Windows 8 is real: During the Windows Vista and Windows 7 cycles, Microsoft unveiled retail prices weeks before each OS made the RTM, or "release to manufacturing," milestone, and four or more months before retail sales started.
Microsoft disclosed Vista prices 58 days before that edition's RTM, and 148 days before retail availability. Windows 7's prices were made public 28 days before RTM and 120 days before its on-sale date.
Windows 8 reached RTM Aug. 1, and will go on sale Oct. 26, or 61 days from today.
It shouldn't come as a surprise that Microsoft's not followed past practice in setting prices for Windows 8, said Al Gillen, an analyst with IDC. "With Steven Sinofsky at the helm, you can forget any responsibility to repeating precedents. All through the cycle this product has not been business as usual," Gillen said in an email reply to questions.
Stephen Sinofsky is the head of Microsoft's Windows division. A 23-year veteran of the company, Sinofsky is known for shipping products on time and in keeping tight control over how and when information is parceled out.
The only price that Microsoft has revealed so far is the $39.99 it will charge Windows XP, Vista and Windows 7 users to upgrade their PCs to Windows 8 Pro. That price, however, is valid only through Jan. 31, 2013, or for about three months after the operating system's debut.
Still unknown are what Microsoft will charge for upgrades to Windows 8, upgrades to Windows 8 Pro after Jan. 31, 2013, and what it calls "System Builder," the edition aimed at small-scale or homebrew PC makers, and users who want to run the OS in a virtual machine or in a dual-boot configuration.
Microsoft has simplified its pricing decisions with Windows 8. Unlike Vista and Windows 7, the new OS will not be sold in "full" versions, or licenses able to be installed on machines, physical or virtual, not already running an older version of Windows. Instead, Microsoft will sell Windows 8 in just two flavors at retail: upgrades and System Builder.
Al Hilwa, a colleague of Gillen at IDC, echoed Moorhead's take on the pricing lag.
"Most vendors follow a motto of not ever making a decision ahead of when they actually have to," Hilwa said in an email. "Things may well be in flux right up to the last minute. Having to straddle the tablet and PC worlds, Windows 8 may be under unique pricing challenges given that tablet OSes have historically been free." Moorhead also cited tablets as a likely reason why Microsoft hasn't announced prices. "[Microsoft has] a lot to incorporate [in pricing], and maybe they don't like what they see when they run their pricing scenarios," Moorhead said. "What has them most challenged is how to help tablets."
Implicit in both Moorhead's and Hilwa's speculation is a tug between wanting to set higher prices for desktop copies of Windows 8, and the need to go lower for OEMs building Windows 8-powered tablets so that they can sell devices competitive with Apple's iPad. Also unspoken is the connection between Windows retail and Windows OEM pricing; the former must fit into the price spectrum.
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