Microsoft Surface GM: Current Channel Model Works For New Surface Book

Microsoft Surface General Manager Brian Hall on Wednesday told CRN that the software giant's current roster of less than 1,000 partners already selling its Surface tablet are ready to roll with the new Surface Book laptop.

"We don't see any reason our current channel model doesn't work fantastically for Surface Book," said Hall, referring to the first-ever Microsoft laptop -- a 13.5-inch model with a detachable touch screen that is priced starting at $1,499.

Redmond, Wash.-based Microsoft is initially releasing the laptop, which will be available starting Oct. 26, in the U.S. and Canada.

[Related: Microsoft Surface Book Will Be Available Through Distributors]

Microsoft has taken a "strategically measured approach" to building out its Surface channel strategy with a "conscious mind to what are the products we have coming out in the future," said Hall.

With the recent additions of channel partners in July, Hall said Microsoft is "proud" that it now has "much better channel coverage" as it rolls out Surface Book and is "taking advantage of our partnerships much more."

The additional solution providers Microsoft added to its Surface roster in the summer have been "really important for us hitting the SMB space, local government, education, far better than we were able to do with our previous reseller model," he told CRN.

When asked if Microsoft plans to add more solution provider partners to sell Surface Pro and Surface Book in the future, Hall said: "We are different. One of the things to point out as you look at the Surface Pro line and now the Surface Book line is that they are at the high end of the hardware space. We want to make sure we have great coverage for the high-end customer buying space. We are not sure that means that we have to have the exact same coverage as every other piece of hardware that may start at a much lower price point."

Microsoft is adding some new partners through its distributors, including Ingram Micro and Tech Data. "They are able to propose new partners that can help us serve the market better," said Hall.

"We have talked with our distributors and made it very well known to the people who want to resell our product the premium experience that we are seeking to provide to our customers," said Jason Graefe, senior director of Surface Commercial Channel Partnerships for Microsoft.

Michael Goldstein, CEO of LAN Infotech, Fort Lauderdale, Fla., who is authorized to sell Surface Pro and Surface Book, said he just placed his order for the new Surface Book through his primary distributor.

"Microsoft has brought on the thunder with the innovative new Surface Book," he said. "This is going to be a great rock 'n' roll experience for customers. It is a high-end, premium product with an unparalleled user experience. Microsoft clearly has put a lot of thought into the user experience. This is the kind of product that all of us in the technology business live for. It is cool to see Microsoft take their shot at the laptop market. I am sure there will be many more products to come."

PUBLISHED OCT. 7, 2015