Retail partners not seeing strong demand.
South Korean technology giant Samsung has revealed that it has canceled plans to launch Windows RT devices in the United States.
It previously announced the ATIV Tab, a 10.1-inch device that's powered by an ARM-based processor and Windows RT. However, Mike Abary, Samsung USA’s senior vice president of its PC and tablet divisions, said in an interview with CNET that the firm's retail partners indicated demand for Windows 8-powered devices is modest.
The executive also pointed towards the fact that it would take too much time and investment for Samsung to tell consumers about the benefits of Windows RT.
"There wasn't really a very clear positioning of what Windows RT meant in the marketplace, what it stood for relative to Windows 8, that was being done in an effective manner to the consumer," he said. "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.
"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."
Following Microsoft's announcement of its Surface RT tablet, which itself has failed to make an impact in the market, Hewlett-Packard also decided to cancel its Windows RT tablet plans last year, which was joined by Toshiba as well.
When compared to the same period a year ago, U.S. sales of Windows devices during the four-week launch of Windows 8 decreased by 21 percent.