Undeterred by a massive write-down of its first generation of tablets, Microsoft will aggressively market its updated line of Surface devices after working to address numerous complaints, including weak battery life and meager app offerings.
“We will continue to spend substantially,” Surface marketing director Robin Seiler said in an interview. She declined to specify how much Microsoft would spend to market Surface 2 and Surface Pro 2, which were unveiled Monday morning. Microsoft spent $191.8 million on measured media for the Surface since launching the product line last October and through July 2013, according to Kantar Media.
In July, Microsoft announced a $900 million write-down on excess inventory of its first generation Surface devices and slashed the price of its low-end Surface RT. In August, Microsoft switched Surface’s digital consumer marketing to Publicis Groupe’s Razorfish from Interpublic Group of Cos.’ R/GA.