Microsoft Surface gains Windows 8 market share, should OEMs be worried?


Adduplex have given us a glimpse of their market share number gathered by their Windows 8 Store ad network.

The numbers reveal, somewhat counter intuitively, that the Microsoft Surface has increased its share of the Windows 8 market, from 6% a month ago to 7.6% this month. This is despite the increase in the number of PCs running Windows 8 /RT from around 5000 to 7400 this month.

Adduplex notes that this may be due to the expanded distribution of the Surface to non-Microsoft stores.


The increase is despite Windows RT only being 9% of the Windows 8 market.  One can imagine with the release of the Surface Pro this percentage will only increase, leading to Microsoft giving real competition to the smaller OEMs.

If should be noted that the data is drawn from Windows 8 Store apps, so Windows 8 x86 desktops and laptops are likely underrepresented, making Microsoft’s share in reality a lot less.

Do our readers think Microsoft will end up selling a significant number of Windows 8 PCs and tablets and compete directly with their OEMs? Let us know below.

  • Drewidian

    Short answer. Yes!

    • Drewidian

      Here is the long answer.

      The reality is that in order to get prices to be competitive price wise with other SW/HW platforms, PCs are going to have to adopt a model where they can get post initial HW revenues the way Apple gets revenue from iTunes and Google will get revenue from Google Play. Unfortunately for the OEMs adding on their specific package of SW to Windows makes for a rather disjointed and inconsistent experience since most of them neither have the SW development experience, SW catalog, nor the necessary pieces to build an ecosystem that could fork on top of Windows to provide a continuous revenue stream. MS with the Surfaces will eventually supplant their OEM partners just because they can’t afford to be competitive without having some way to bring revenue over the life of a pc. MS may allow OEMs to have a piece of the revenues from the Store to initially keep OEMs in business, but its an unsustainable model and is unlikely to last very long.

      Eventually MS will have to swallow Dell(probably since they are going private), HP, or even Lenovo just to keep the enterprise PC volume shipments going, but its going to be a hard road for every OEM. Either way its going to be an interesting couple of years.

      • VHMP01

        No, OEMs just have to get innovative with better hardware at better prices! Unlike overrated and expensive Apple hardware, I just bought and beautiful Acer laptop with 1 Tb, 6 Gb RAM, core i3, lite keyboard, DVD burner and all the connections for business at $699, one week later Acer has a better touch enabled laptop with more specs for only $150 more, and also a Tablet with a keyboard/battery at a great price. I was waiting for better specs and better hardware, and Acer just made me buy it from them 3 computers instead of Dell, HP, Sony, Toshiba or any other. Simple, Acer came out with it first at a great price.

  • Antonio Raga

    They have to. Customers are getting more and more tired of buying PC with preloaded OEM crapware. With Surface they have a clean and consistent/coherent OS experience inside an innovative format.

    • Bugbog

      Right you are! Something got my Goat the other day; A UK show (Click) was doing a review of the new Windows 8 O.S, using a Sony Duo 11 unit. The camera kept focusing on the desktop and pop-up message stating “your Norton’s anti-virus is about to expire!”. That they did this repeatedly, just so as to hammer home the implication of: what else can you expect, its virus laden Windows!

    • Schooner1984

      With every new laptop (I build my own desktops) I blow out the partition, reformat as a drive for programs and a drive for files. Over the years I have installed Win98, WinXP Tablet, WinVista Business and Win7Pro. Granted I am a nerd and Microsoft Partner, so I have access to disks that most don’t, but I vanquish bloatware with a single click.

  • lTak

    Heck yes they should be worried. I personally think the Surface was intended to get the lazy OEM’s in gear. They’re too complacent putting out plastic afterthoughts. Good work MS… Send the OEM’s a bunch of Kleenex

  • bara musa

    this is stupid, HP as a company hold 9.8% which is W8, why its broken down to different products….

  • tropolite

    Microsoft has done an excellent job of thier first gen Surface (RT), and the way MS have been powering on all cylinders in 2012 I believe they have deservedly shrugged off the complacency they themselves had for the last decade. Microsoft means business. I love the ease of using my RT and I keep reaching out to touch all my other screens too.
    OEMS have to start thinking outside the box rather than pump out the same ol’ same ol’. ‘Touch’ has ramped things up. Personally I can’t wait for the Surface Pro to become available even with looking at the current offer from other OEMs – People talk innovation but there is little around when you start looking around. Surface is innovative when it comes to putting PC power and capability in such a usable uncluttered device.
    Well done Microsoft. You deserve success with Surface as we consumers deserve well thoughout devices with style and serviceability.

    • PoohGQ

      I do love my Surface RT as well. My only wish is for Metro to be continuously improved upon. What I mean here is that some things could use more of the Windows phone UI. Hubs need to be introduced in RT as well. Xbox Music is a dud compared to the Zune desktop.

      In addition, notification charm should also be added to the Charms bar. This will make it much easier for noobs to the Metro UI to appreciate it over the cheap crap that is the green robot.

      IMO, Windows RT and Surface have introduced a wonderful new paradigm that should allow OEMs to build upon and allow them to compete with the current market leaders (iPad and Android tabs). Their responsibility now is to give us good hardware and for Microsoft to concentrate on constantly improving Windows 8/RT.

  • pepe

    In the consumer market, advertising has a bigger influence in sales than in corporate market. People don’t want to learn features of dozens of similar tablets and carefully decide which one is the best. People just buy what it seems to be the best, and is the role of brands and advertising to create the illusion of superiority. Microsoft has spent a lot of resources promoting this product, so I expect Surface to dominate the x86 tablet market.

  • Jim

    Seeing how the OEM’s are trying to push Android on tablets I think Surface RT and Pro are very welcome.

  • Jim

    Seeing how the OEM’s are trying to push Android on tablets I think Surface RT and Pro are very welcome.

  • besplatan

    Hang on, if Surface is 7.6% of Windows 8, how many total Windows 8 devices are being used?

  • dnp

    Not to put a wet blanket on the numbers. However, you should realize that MS distributed around 40,000 Surface RTs to their employees in December. This could account for the increase. Now if the numbers continue to increase that would be more telling.

  • Schooner1984

    I know buying a Gen 1 product is being on the bleeding edge. I went to Egghead (is that what it was called) in the early 1990’s at 3am so I could be first in line for a Cre@+ive L@bs 1x CD-ROM (that had to be put in a sleeve before it was inserted in the the 5 1/4 inch drive). I have been burned, and I expect I will again, but I will pre-order a Surface Pro on day one. My main concern – can I install Win7Pro on it?

  • cory78

    Yes, OEMs are worried.
    But in a very different sense.
    In a market where net profit % on hardware is way lower the cost of the % cost of operating system (even for high volume OEM licensing models) there is no viable solution to stay in business.
    Ergo, the Wintel platform is no longer palatable for anyone, and all are actively working to jump elsewhere: Android tablets/phablets/smartphones, components for Apple, LAMP servers for the emerging cloud business, some Linux or ChromeOS or FireFoxOS based machines.
    Basically every new market is more profitable than Wintel (or ARM+RT) market, even at way lower volumes profits are higher and loss are less certain than in the market Microsoft hosed so badly.

    Very similar considerations can be done for corporate adopters: MS WAS a software company, opposed to Apple (device company: corporate are not interested in fanciness or coolness!) and Google/Amazon (service companies: corporate strongly opposes to ecosystem where you are not the buyer but the product!).
    Now that MS spent 1,5B dollars to say the old but successful business model is dead, corporate market have no longer any reason to follow MS agenda, and have more companies with comparable business plans to chose – all of which practically virus free, which means great cost reduction.

  • sixseven

    So, 9% of Windows 8 users can’t use third party VPN providers (Juniper, Cisco, etc) becasue Microsoft hasn’t released the APIs yet. This is a REAL hinderance to greater acceptance of RT. Shameful.