"To start at least, the Surfaces will only be available at Microsoft Stores and online, which certainly limits adoption potential," she said. "Microsoft will be its own worst enemy in this market." Rotman says that Microsoft will do what its competition has never done, confuse its potential customers. "The worst thing that could happen to Microsoft's Windows RT tablets is Windows 8 on x86. Selling x86-based tablets in the same retail channels as Windows RT tablets will confuse consumers and sow discontent if consumers buy x86 and think they're getting something like the Ipad," she added. "Microsoft and its partners need to articulate a compelling strategy for how they will manage consumer expectations in the channel. Consumers aren't used to thinking about chipsets. Choice is a key tenet of Windows, but too much choice is overwhelming for consumers. Apple gets this, and limits Ipad options to connectivity, storage, and black...or white." Still, overall she welcomed the devices, saying that Microsoft has enough assets and partners to make them compelling. "Microsoft has so many assets to bring to its own hardware: Smartglass, a 'Kinect camera,' Skype, Barnes & Noble Nook content, Microsoft Office (although that won't be exclusive to Windows), just to name a few," she said. Say what? Robert Scoble, a rather infamous ex-Microsoft employee, must have forgotten his mincer when he came to writing about the releases, and leaves us in no doubt about where he sees Surface going. He said that Microsoft is simply copying Apple, and is making a hash of it. "Will that be a successful business strategy for Microsoft? I'm not very confident it will be," he opined. "Everyone knows that the Ipad has really great apps out for it and this new Surface will be welcomed to the market just the same way Windows Phone has been welcomed to the market: with 3 per cent marketshare or so." Ah well At least David McQueen, principal analyst at Informa Telecoms reckons that Microsoft could do okay here, but again, only if it manages to convince consumers or businesses that they need a Surface tablet. "Microsoft needs to make sure it hits the market running as it is essential the tablet is properly marketed and shows its full potential if it has any hope of displacing Apple's Ipad in certain segments," he said.
18 "In terms of market potential, if Microsoft can convince consumers, enterprise and OEM partners alike of its value proposition then it should do well." 2. Windows 8 EnterAdoption Will Be Segmented By Users – Avanade by Tom Groenfeldt (Groenfeldt, 2013). Businesses are eager to put touch devices into the hands of certain segments within an enterprise, said Dan O’Hara, vice president for mobility at Avanade. A consultancy formed by Accenture and Microsoft , Avanade takes a leadership role in helping large enterprises adopt and exploit Microsoft technology. O’Hara said that the Windows 8 touchscreen devices will be is often at the sales people, field service staff, financial advisors and health care professionals, and they are going to be a big market for Microsoft Surface
- Fall '14
- Microsoft Corporation, Multi-touch, Windows XP, Surface Pro