For the first time in its history, Microsoft has taken a bold step. A few days ago the company announced that it is going to enter the market with a Windows tablet that it calls “Surface” without any connection to mobile phone networks.
Ben Barjarin, an analyst at Creative Strategies, aUS technology consulting firm, said that the decision to launch with a wifi-only model could be a cost saving move.
Background of the “Surface” Tablet
Microsoft to expects an avalanche of tablets to consumer outlets very soon as any other entrepreneur from the computing world. Companies are vying one another to make the product better than the other. Media is full of stories about new tablets with advanced functions. Microsoft is aware of the fact that tablets would replace laptops and desktops soon and PC sales are expected to rise just by 5 percent, to 383 million units this year compared with a 10 percent growth in the previous year. The Company also knows that it has to beat other tablet manufacturers in their own game and it is possible to do so given the legacy.
According to a latest report in the Computerworld, Microsoft’s plan is to run the tablet-centric Windows RT and the traditional Windows 8 using “Surface.” Analysts also think that it will be appealing to users who are looking for a Windows tablet which has the potential to run Windows based productivity software. However they do not think that it is going to alter competitive dynamics in the tablet market.
Microsoft has not given any indication about the product price except that it would be “competitive with a comparable ARM tablet.” It has also not fixed any date for shipment of the product. “It wants to establish the viability of the Windows tablet and get a foothold,” said Ezra Gottheil of Technology Business Research. Some of the analysts have already started speculating that the specs of its critical components including the display would not match those of the iPad and therefore, the move by Microsoft is not going to make any impact on Apple.
A Critical View
In the opinion of Michael Gartenberg, an analyst at Gartner Research which was published in the Washington Post published on 19 June 2012, “Microsoft has had all the pieces for a consumer strategy for years, and they have failed time and time again.” “The trick is, they tie it all together into a compelling story and get consumers to buy into a whole ecosystem of devices and apps, as done by Apple and Google,” wrote Gartenberg.
Future Outlook
A product with good functionality, a good design and a competent price structure would be indispensable for the consumer. With hardly any information on the price structure and shipment data it is too early to say how the market is going to respond to the “Surface.” According to experts, “Microsoft has struggled to keep an entrepreneurial edge given these sea changes in the computing world,” and it is the market forces that have to pass the judgment. Microsoft’s entry into the Tablet market has shown that the tablet revolution is here to stay. And that’s good news for the Healthcare market.
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