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Samsung will not bring Windows RT tablet to the US; blames lack of demand and confusion

by Doug Drinkwater

January 11 2013

The Samsung Ativ Tab was first unveiled at the IFA exhibition in August of last year
The Samsung Ativ Tab was first unveiled at the IFA exhibition in August of last year

Samsung has blamed confusion, price and a lack of demand for its decision not to launch its Ativ Tab Windows RT tablet in the U.S.

Speaking at CNET and International CES, Samsung executive Mike Abary confirmed the news and explained how Samsung came to the decision.

“When we did some tests and studies on how we could go to market with a Windows RT device, we determined there was a lot of heavy lifting we still needed to do to educate the customer on what Windows RT was,” said Abary.

“And that heavy lifting was going to require pretty heavy investment. When we added those two things up, the investments necessary to educate the consumer on the difference between RT and Windows 8, plus the modest feedback that we got regarding how successful could this be at retail from our retail partners, we decided maybe we ought to wait.”

The Samsung executive added that high price was another issue, but didn’t rule out the Qualcomm-based 10.1-inch Windows RT tablet coming back to the U.S. at some point in the future.

The good news is that this news looks unlikely to affect Samsung’s Intel-powered Windows 8 tablets, with the Ativ Smart PC available across AT&T stores since November last year.

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