Microsoft Drops 'RT' Brand to Avoid Consumer Confusion

Microsoft decided to drop the ‘RT’ brand from its upcoming Surface 2 tablet to avoid consumer confusion. The decision was made since the company’s failure to distinguish Windows RT from Windows 8.

The software giant chose the Windows RT brand as a way to promote its very own ARM-based Surface RT tablet along with those coming from other PC makers. Dell tried to convince Microsoft to suspend the branding while Samsung opted to abort the U.S launching of its own Windows RT tablets because of brand confusion and weak product demand, according to a report from The Verge.

During an interview with ARN, an Australian publication, product manager Jack Cowett of Microsoft Surface admits the confusion created by the RT branding among its customers.

"We think that there was some confusion in the market last year on the difference between Surface RT and Surface Pro," Cowett said. "We want to help make it easier for people, and these are two different products designed for two different people."

They believe that the confusion was realized last year when customers couldn’t tell the difference between Surface Pro and Surface RT. These are two totally different products wherein the latter had the name ‘Microsoft Surface with Windows RT’ when it was first released. Soon, the company decided to keep the Surface RT label instead.

There are two aspects involved in the confusion. First, the name Windows RT bears no significance to the consumers. Second, it has the existence of a traditional Windows desktop with Microsoft Office restrictions and some system utilities.

With the Surface 2 tablet’s upcoming launch, Microsoft has been left on its own as a sole supporter of Windows RT. Other companies such as Samsung, Asus, Lenovo, and Dell are not releasing any Windows RT-based products during the holiday season. Moreover, it’s not clear whether or not these popular PC makers will support Windows RT again.

On the other hand, Nokia is rumored to be working on a Lumia 2520 tablet that is Windows RT-based later this month which will be officially released in November. Then again, Microsoft is set to acquire Nokia’s devices in a business deal that will be concluded in early 2014. When this happens, the company will still be the sole supporter of its ARM OS.