A Supply Chain Story

I’ve just purchased a Microsoft Surface Pro 12 and keyboard to replace my aging Surface Go 2.

The experience of buying the Surface tablet has been illuminating of just how complex, and data-driven, supply chains have become.

The Surface comes in three available colours: platinum, violet and ocean-blue. The online Dutch Microsoft store only offers the platinum version, with a black keyboard with the US International layout. Naturally, I wanted a violet Surface and keyboard… So I went looking for other online sources for that combination. All the alternative online stores in the Netherlands were only offering the same combination as the Microsoft store. The online German Microsoft store did have both items in violet – but the keyboard was the German QWERTZ version – not what I wanted at all.

I returned to the Dutch store and explained what I wanted to a Dutch support person via Chat and after some research he confirmed to me in an email that we could source the Surface from the German store (because it was 50 euros cheaper – special offer) and the keyboard from the Irish Microsoft store. The only snag was that the keyboard would be the UK layout, rather than US international, but at least it would be better than the German QWERTZ layout. I replied to his email confirming that I wanted to place the order.

I attempted to reach him again via Chat, but that was not working, so after I sent him my phone number, he phoned me. After verification checks, he proceeded to place the order via the German and Irish online stores on my behalf. I got email order confirmations for the tablet (in German) and the keyboard (in English).

Because we had placed the orders in two different EU countries from where I actually live (the Netherlands), I was expecting shipment and delivery to take at least a week. However, the following day I got emails from both Microsoft and the courier that the goods were on the way and would be delivered the same day.

Bizarrely, although the orders were placed in the online stores of different countries, they both turned out to be fulfilled by the Irish operation. Even more bizarre, there’s apparently a warehouse in Venlo (in the Netherlands just 80 km from here) that bears the title Microsoft Ireland Operations Ltd. That had the items in stock and so they were shipped locally to me…

And a coda to this story is that before I had even set up and signed in to the Surface with its keyboard, Microsoft knew that I had bought them and had included them in the list of my devices in my Microsoft account. I think they must immediately track their serial numbers from the moment of placing the orders.