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Microsoft can't figure out the target market for Surface Pro

Many TV viewers watching the Grammy Awards Sunday night at one point had to be scratching their heads and thinking, "What the hell was that about?"
Not after Taylor Swift's bizarre, circus-inspired music number, but Microsoft's (MSFT) Surface Pro commercials.
Microsoft's Surface Pro convertible tablet-notebook was supposed to be marketed to professionals. After all, it's a full Windows 8 PC with Intel (INTC) processors, capable of running Office and other enterprise-strength software. Earlier model Surface devices have low-power ARM (ARMH) -based processors and a new operating system, Windows RT, which runs only specially designed apps. Windows RT tablets debuted in October and were marketed to consumers, but have sold poorly so far.
Microsoft started selling the Surface Pro on Saturday. It saved its big advertising firepower for the highly watched Grammy Awards on CBS. But the ads misfired.
The first commercial, called "The Vibe," is set in an office, but the workers spend their time dancing around, tapping out beats with their stylus pens and getting no real work done. It doesn't even attempt to explain why any professional would want to buy one. For $1,000 for the tablet and keyboard, you sure as heck better make a compelling sales pitch, not some version of a "Step Up"

Source: Microsoft can't figure out the target market for Surface Pro

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