Sun, Feb 23, 2014 - Page 13 News List

Microsoft said to be cutting Windows 8 prices for PC makers

Bloomberg

Microsoft Corp is cutting the price of Windows 8.1 by 70 percent for makers of low-cost computers and tablets as they try to fend off cheaper rivals like Google Inc’s Chromebooks, people familiar with the program said.

Manufacturers will be charged US$15 to license Windows 8.1 and preinstall it on devices that retail for less than US$250, instead of the usual fee of US$50, said the people, who asked not to be named because the details are not public.

PRICE LIMIT

The discount will apply to any products that meet the price limit, with no restrictions on the size or type of device, the people said.

Stronger competition from Apple Inc and Google cut revenue last quarter at Microsoft’s devices and consumer licensing division, which includes Windows software, as the computer industry posted its biggest annual decline on record.

By offering incentives for PC makers to sell cheaper models, Microsoft may be able to increase its share of the growing US$80 billion tablet market and stave off Chromebooks, notebooks that run Google’s operating system.

Microsoft, which named Satya Nadella as chief executive officer this month, is seeking to speed up development and introduction of new devices.

NO LOGO

It will not require products that use the cheaper licensing to complete logo certification, a process that verifies hardware compatibility, one of the people said.

Devices are not required to be touch-screen compatible, they said.

A Microsoft spokeswoman, Julia Kelly-Echeverio, declined to comment on Friday.

Microsoft said this month that it has sold more than 200 million licenses of Windows 8 since the program went on sale in October 2012, a slower rate of adoption than the previous Windows 7.

While the regular Windows list price was US$50, some of the largest global computer makers paid closer to US$30 after incentives such as marketing funds provided by Microsoft, the people said.

Products that receive discounted license fees will not be eligible for such marketing support and incentives, one of the people said.

FALLING SALES

Global computer shipments fell a record 10 percent last year and are forecast to continue to decline this year as tablets and smartphones lure consumers away from traditional desktop and notebook designs, according to data from market research firm IDC.

Tablet sales volume — dominated by Apple and Google, whose operating systems account for 95 percent of that market — are expected to climb an average 16 percent through to 2017.

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