Microsoft is in the midst of layoffs, with a picture emerging regarding which divisions are being especially hard-hit.
Microsoft announced in January that it was cutting 10,000 jobs, although the company did not provide much detail on what departments and jobs would be most impacted. According to Bloomberg, that information is starting to filter out, with employees in the HoloLens, Xbox, and Surface divisions bearing the brunt.
The HoloLens team, in particular, was especially hard-hit with much of the team let go. The HoloLens project has experienced a number of setbacks, including Congress refusing to authorize funds for the US Army to purchase more of the devices following concerns that soldiers experienced “mission-affecting physical impairments” after just a couple of hours of use.
Xbox boss Phil Spencer notified employees that some of them would also be impacted, although he did not elaborate.
“I encourage everyone to take the time and space necessary to process these changes and support your colleagues,” Spencer wrote in the email that seen by Bloomberg.
Despite the hits to the HoloLens team, Microsoft told the outlet that it remains committed to the project.
“While we don’t comment on specific staffing details, we can share there are no changes to HoloLens 2 and our commitment to mixed reality,” the company said.
Microsoft is planning to implement a “sweeping visual rejuvenation of Windows” in an effort to make the operating system (OS) more relevant than ever.
Once the undisputed champion of the OS market, Windows has increasingly become less important. Recent technological changes, such as mobile computing, cloud computing and virtualization, have almost made the end user’s OS the least important part of the equation.
In many ways, Microsoft has contributed to this trend. Under CEO Satya Nadella, the company is more focused on making its software available on virtually every platform — and ensuring that software provides the best possible experience. While this has helped transform Microsoft into a cloud behemoth, it has further lessened the importance of Windows.
Nonetheless, according to a job posting, Microsoft is looking to revamp Windows, and wants an engineer to help “build the future of Windows Experiences!” The company goes on to say that position will help “deliver experiences that ensure Windows is a great user experience for our customers.”
As The Verge points out, Microsoft has removed some of the original wording that hyped up the role even more, such as its goal of a “sweeping visual rejuvenation of Windows.”
The Verge also quoted another segment of the original post that appears to have been removed as well:
On this team, you’ll work with our key platform, Surface, and OEM partners to orchestrate and deliver a sweeping visual rejuvenation of Windows experiences to signal to our customers that Windows is BACK and ensure that Windows is considered the best user OS experience for customers.
Whatever the case, it appears Microsoft has some big plans for Windows in 2021.
Microsoft is reportedly developing its own line of ARM-based chips for use in Azure servers and, possibly, Surface devices.
Apple upturned the industry when it announced at WWDC 2020 that it was transitioning its Mac line of computers to its custom silicon, based on ARM designs. Early tests show that Apple’s new M1 MacBooks are faster than even the fastest Intel-based MacBook.
When Apple first announced its plans, Jean-Louis Gassée said Microsoft would be forced to adopt ARM processors to keep up with Apple’s newfound performance.
“This leaves Microsoft with a choice: Either forget Windows on ARM and cede modern PCs to Apple, or forge ahead, fix app compatibility problems and offer an ARM-based alternative to Apple’s new Macs,” said Gassée. “It’s a false dilemma, of course. Microsoft will forge ahead…with repercussions for the rest of the Windows PC industry.”
According to Bloomberg, Microsoft is moving ahead in that direction. Bloomberg’s sources said the company is working on its own line of ARM-based processors for its Azure servers. The company is also working on a processor that could be used in its Surface line of devices.
A researcher has discovered seven critical security vulnerabilities with Thunderbolt that impact Windows, Linux and, to a lesser extent, macOS.
In late April it was reported that one of Microsoft’s reasons for not including Thunderbolt on its Surface devices was concerns over security. Specifically, Microsoft had concerns that, because Thunderbolt acts as a direct memory access port, a hacker could use a memory stick or other peripheral to gain direct access to the device’s memory.
It seems Microsoft’s concerns may not have been so far-fetched after all. Björn Ruytenberg, researcher at Eindhoven University of Technology, has published a report detailing seven Thunderbolt vulnerabilities that could allow a hacker to theoretically steal all data on a computer, regardless of what security measures are in place, such as password protection or encryption. In a video demonstrating the vulnerabilities, Ruytenberg gains access in roughly five minutes.
Of the vulnerabilities, all seven impact both Windows and Linux, while only two impact macOS. Even then, macOS is only partially affected, as Apple’s computers use two security measures not used by Windows or Linux. The vulnerability compromises the first measure, but not the second. If running Windows or Linux in Boot Camp, however, a Mac becomes “trivially affected.”
In a follow-up blog, Ruytenberg says Intel was notified in mid-February, but has no intention of taking any further action, citing action they have already taken. In a blog post on the company’s site, Intel’s Jerry Bryant explained the mitigation efforts already in place:
“In 2019, major operating systems implemented Kernel Direct Memory Access (DMA) protection to mitigate against attacks such as these. This includes Windows (Windows 10 1803 RS4 and later), Linux (kernel 5.x and later), and MacOS (MacOS 10.12.4 and later). The researchers did not demonstrate successful DMA attacks against systems with these mitigations enabled. Please check with your system manufacturer to determine if your system has these mitigations incorporated. For all systems, we recommend following standard security practices, including the use of only trusted peripherals and preventing unauthorized physical access to computers.”
While a vulnerability of this kind is disconcerting, it’s important to keep it in perspective. The vulnerability requires physical access to a machine. As we wrote in the article describing Microsoft’s decision not to include Thunderbolt, “a long-standing rule of computer security is that once physical access has been achieved, all bets are off.“ That rule still holds true.
In the meantime, if Intel’s response is accurate, it seems modern computers with the latest OS updates are largely safe. In the meantime, common sense measures, such as controlling computer access and not plugging in unknown Thunderbolt devices, should go a long way toward protecting all users.
Microsoft has blamed an unlikely target for Surface devices not having Thunderbolt ports or removable RAM: security.
According to WalkingCat on Twitter, a Surface engineering webinar says that security is the main reason for both features being missing from Surface tablets and laptops.
The engineer says that removable RAM poses a threat since an individual could freeze it with liquid nitrogen, remove it and then put it in a memory reader and access all the contents that were stored in memory. Similarly, because Thunderbolt is “a direct memory access port,” Microsoft does not include it over concerns someone could use a memory stick plugged into the port to gain direct access to the device’s memory, bypassing the OS and security.
The Verge was able to verify the authenticity of the leaked presentation, as well as the fact that the person narrating it is a 10+ year Microsoft veteran. Even so, as The Verge point out, it’s still surprising to hear Microsoft blaming security as the reason for not including Thunderbolt, especially since virtually every other major manufacturer deems it safe enough to include in their business-oriented machines.
A long-standing rule of computer security is that once physical access has been achieved, all bets are off. Most computer security focuses on keeping bad actors from gaining remote access. In contrast, once a device physically falls into a bad actor’s hands, aside from full-disk encryption, there’s virtually nothing to prevent them from eventually gaining access to what’s on the disk. As a result, Microsoft’s reason seems like a pointless, and possibly self-serving, justification.
Microsoft and the NFL have announced an expansion of their partnership aimed at helping the league improve its efficiency, collaboration and communication.
Since 2013, Microsoft has supplied the NFL with Surface tablets for coaches, officials and players. With the new expansion, the NFL will roll out the Microsoft Teams platform to further its digital transformation goals. With its cross-platform support, Teams will serve as the central way for NFL organizations to collaborate, chat, share files, schedule meetings and more.
“Since 2013, Microsoft has helped transform the NFL through technology around our game,” said Renie Anderson, chief revenue officer and executive vice president of NFL Partnerships. “Microsoft Surface has quickly become an authentic tool to the game of football and is vital during all NFL games for coaches, players and NFL Officials. And now by working together to integrate Microsoft Teams across the League, together we aim to improve on communications and collaboration in a modern way.”
“We’re inspired to continue to help the NFL accelerate its digital transformation,” said Yusuf Mehdi, corporate vice president, Modern Life, Search and Devices, Microsoft. “We’ve worked together to innovate the way the game is played with Surface devices to power Instant Replay and in-game play review for players and coaches on the sidelines. And by combining Surface and Microsoft Teams deeper into the fast-paced workflow of the League, we have an incredible opportunity to bring together the power of hardware and software to help everyone be more productive.”
With other sports using Apple’s iPad, the expansion of the NFL deal is a big win for Microsoft.
ZDNet is reporting that Microsoft has reorganized, combining its Windows Client and Surface teams, effective February 25.
The new team will be called Windows + Devices and will report to Chief Product Officer Panos Panay. The move formalizes a workflow that has already been in place for several years. One of the challenges Microsoft has faced for decades, in comparison to rival Apple, is trying to make Windows function well on a virtually endless combination of hardware profiles made by companies and individuals alike.
Surface changed all of that, giving Microsoft the ability to optimize Windows for a single hardware profile, while giving customers the same benefits of software and hardware integration as Apple provides. As ZDNet points out, OEM computer manufacturers were not pleased when Microsoft started its own PC business and may be upset with today’s news.
For customers, however, the news is a win and will only help improve Windows and Surface integration and performance even more.
According to MSPoweruser, Microsoft has spent four times promoting the Surface than Apple has the iPad.
Since the iPad’s release in 2010, Apple has dominated the tablet market. In spite of that, Microsoft has been trying to make inroads in the market for years, appealing to users who need or want the full power of the Microsoft ecosystem.
MSPoweruser is reporting that Microsoft spent $219.1 million on Surface ads in 2019, as opposed to the $49.1 million Apple spent on iPad ads. This represents 23 ad spots for Microsoft, and only 3 ads for the iPad.
In spite of Microsoft’s efforts, Apple still commands approximately 38 percent of the worldwide tablet market as of mid-2019. In terms of revenue, in recent quarters the Surface accounted for $1.14 billion, while the iPad accounted for $4.65 billion.
Without a doubt, Microsoft’s advertising is definitely paying off, although it has a long way to go before it threatens Apple’s dominance.
Those who have been around tech for more than a decade remember the “good old days” when Microsoft was ruthlessly protective of its intellectual property, its platforms, its ecosystem. In fact, it was so protective that it was eventually sued by the U.S. Government for monopolistic behavior.
Fast-forward to 2019 and how things have changed. At the Microsoft Surface event in New York City, the company announced the Surface Duo, a dual-screen phone with Android and the Google Play Store installed—that’s right, Android, not Windows.
Surface Duo
The device’s two screens are joined by a 360-degree hinge, allowing it to be closed with the screens protected, closed with a screen on the front and back, laid flat on a table, held like a book and virtually every other angle in-between. Apps can be run on the two screens simultaneously, with data shared between the two via drag-and-drop.
In the demo video, the phone is remarkably thin, especially compared to other folding phones, although some might be put off by the amount of space used by the bevels. The width of the phone is larger than many popular phones on the market, and puts the device squarely in “phablet” territory. This could be a positive or a negative, depending on if a person prioritizes screen real estate or easy, pants-pocket portability.
The announced release date is “Holiday 2020,” a long wait for customers excited to take it for a spin. Nonetheless, the phone could prove to be a hit, marrying the benefits of Microsoft and Google like no device yet has.
Once again, Microsoft is having a hard time controlling the variables of its product placement.
You may have been watching CNN’s election coverage last night. If so, you may have seen a bunch of shiny, new Microsoft Surface Pro 3 tablets resting upright in front of the various commentators.
What you may not have seen were the iPads, which the talking heads ‘hid’ behind the Surface tablets.
Sneaking around your personal iPad by using the product-placed tablet as a shield is one thing. But using it as a stand? That’s some cold-ass shit right there.
This sort of thing is becoming a trend. As they do with CNN, Microsoft also has a deal in place with the NFL to exclusively use the new Surface tablets on the sidelines during games and on the commentators’ table during, well, commentating. Unfortunately, things haven’t gone 100 percent according to plan, as Microsoft has had a hard time getting announcers to stop calling them iPads.
Oftentimes, a brand can become so ubiquitous that people stop thinking of it as a brand of a specific product, and instead begin to associate the brand as inherent to said specific product. You probably do it all the time – sometimes without noticing.
For instance, in the south, it’s common to call any soft drink a “Coke”. Not just Coca-Cola, but anything from a Diet Pepsi to a Dr. Pepper – hey can you grab me a coke?
How about Kleenex? I’m sure most people simply refer to all tissues as “Kleenex”. The brand has become synonymous with those soft tissues you use to blow your nose. The list of these brand takeovers goes on and on. Hey, can you Xerox this for me?Turn off that damn Nintendo!
Another brand that’s reached this status? The iPad. To many people, all tablets are iPads, and this is becoming painfully (and hilariously) obvious in the context of the NFL.
Last May, Microsoft signed a $400 million deal with the National Football League, and part of that deal included making the Microsoft Surface tablet (Microsoft’s iPad) the official tablet of the most popular sport in America. You’ve probably seen the results of this deal – coaches and players looking at tablets on the sidelines instead of old-fashioned playbooks. As part of the deal, NFL teams are now utilizing Microsoft’s Surface in reviewing on-field actions and formulating strategy.
Good product placement, right?
Well, in theory.
That’s an NFL announcer twice referring the the Surface tablet as an “iPad.” Whoops.
Business Insider reports that this is not a singular screwup – but an alarming trend (if you’re Microsoft).
From BI:
In a separate incident, Drew Brees of the New Orleans Saints was spotted by Fox commentator John Lynch using a Surface on the sideline. Lynch remarked that Brees was “not watching movies on his iPad.”
Lynch did seem to realize his mistake when he later noted that players now have “iPad-like tools” at their disposal. However, at no time during the discussion was Microsoft or the Surface mentioned by name.
It appears that Microsoft needs to have a talk with the NFL and the NFL needs to, in turn, have a talk with its broadcast partners and their announcers. Otherwise, Microsoft spent a pretty penny to give Apple a wonderful product placement deal.
Microsoft introduced the Surface Pro 3 tablet on Tuesday. It’s actually a tablet and laptop in one with multiple processor, RAM and storage options. For those of you who like it thin, it’s 30% thinner than an 11-inch MacBook Air. It also happens to be the company’s biggest tablet to date.
The Surface Pro 3 has a 12-inch ClearType Full HD display, and a new Surface Pen, which has been completely redesigned.
It has 4th-generation Intel Core processor options, click-in keyboards, and a multiposition kickstand. It runs Windows 8.1 Pro. Speakers have Dolby Audio enhanced sound.Battery life lasts up to nine hours.
There’s a new type cover, a full-size USB 3.0 port, microSD card reader and Mini DisplayPort, and optional accessories like a new docking station and ethernet adapter.
“So many people carry both a laptop and a tablet but really want just one device that serves all purposes,” said Panos Panay, corporate vice president of Microsoft Surface. “Surface Pro 3 is the tablet that can replace your laptop — packing all the performance of a fully powered laptop into a thin, light and beautifully designed device. You’ll love being able to carry a single device for your next class, workday or weekend getaway knowing you have all the power you need.”
“Our customers know that every Surface we’ve shipped was built to do more than other tablets, and how they use Surface validates that a tablet can be a great tool for productivity,” he said. “Yet many people aren’t ready to give up their laptops for tablets, and most people still carry both. When walking into a store, they feel they have to decide between a tablet for portability and entertainment or a laptop to really get things done. For the most part, tablets have been designed to be great for watching movies, reading books, playing games, browsing the web, and amazing for digital “snacking” with apps. Most laptops are designed to help you type term papers, write letters, work on big applications, work on spreadsheets, browse the web, create content, make movies… you name it. In designing Surface, we wanted to design a device that can marry the power of the full PC without compromising the sleek finish, elegant look and feel, light weight, thinness, and great battery life that we expect from a tablet.”
Panay talks about the device in more detail on the Surface blog here.
When rumors of Microsoft’s next CEO began to circulate, Stephen Elop was said to be on the shortlist of candidates. It was reported that his leadership would lead to Microsoft getting rid of numerous businesses that weren’t core to its enterprise strategy. One of those businesses was Xbox, and now he’s about to get a lot more intimate with the division he was once reportedly going to kill.
TechCrunch got a hold of an internal memo from current Xbox boss Julie Larson-Green in which she announced her departure from the Devices and Studios group. Stephen Elop will be taking her place as head of the division once the Nokia merger is complete.
With Elop’s move to the Devices and Studios group, he will be overseeing more than just Xbox. The division is responsible for all the hardware that Microsoft produces, including Surface and Windows Phone. With Microsoft now producing its own hardware thanks to its acquisition of Nokia, it only makes sense for Elop to head up this part of the company.
So, what does this mean for the division? It’s a little too early to tell at this moment, but I think fans of Surface, Xbox and Windows Phone have nothing to worry about. Elop may have gotten rid of Xbox if he were CEO, but he’s not CEO. The final decision to get rid of any particular division rests with new CEO Satya Nadella and his close relationship with both Bill Gates and Steve Ballmer will probably ensure its future.
In short, Microsoft’s Devices and Studios group will probably keep doing what it’s been doing as it changes hands. Elop will probably have his hands full dealing with Windows Phone and Nokia so the Xbox and Surface teams will likely be left to their own devices.
Ever since Apple’s infamous 1984 Super Bowl ad, we’ve never really had a good tech-related ad during the game. Microsoft may have finally done it with its latest.
On Sunday night, Microsoft aired a Super Bowl ad called “Empowering.” It stars former NFL player Steve Gleason who now suffers from ALS. Instead of letting it get him down, however, he uses a Surface and eye-tracking technology to communicate with those around him. It’s the kind of feel good ad that you might expect during the Super Bowl to help fans calm down after screaming at their televisions for 10 minutes straight.
Microsoft’s ad is more than just selling the Surface though. In fact, it barely features the company’s technology at all. It mostly focuses on the role technology plays in our lives today making the lives of those afflicted with various disabilities much easier. Microsoft may have played a role in the creation of some of these technologies, but it’s nice to see a focus on how technological advancements are making lives better regardless of their origin.
Of course, the cynic will say that this is still a Microsoft ad and it has a job of selling products. That’s certainly true and a point that can’t be argued with. It’s equally important, however, to sometimes disregard cynicism and corporate brand loyalty for just a few seconds to appreciate the fact that we live in an amazing time where people with afflictions that would have meant death only 50 years ago can now live happy and fulfilling lives.
Late last year, Microsoft revamped its Surface tablet line with the launch of the Surface 2 and the Surface Pro 2. The Surface 2 received the biggest changes, but the Surface Pro 2 also received a slight bump in specs. It seems that Microsoft isn’t done with the slight bumps yet, however, as it has stealthily upgraded the Surface Pro 2.
WinBeta reports that Surface Pro 2’s CPU has been upgraded from an Intel i5 4200U CPU to an Intel i5 4300U CPU. With the upgrade, Microsoft has bumped up the tablets effective clock speed from 1.6GHz to 1.9GHz. The bump should help wring a little more speed out of the tablets. As for graphics, Intel’s own embedded graphics hardware also saw a bump to 1.1 GHz from 1.0 GHz.
So, was there any particular reason behind the upgrade? According to a Microsoft spokesperson, the company “routinely makes small changes to internal components over the lifetime of a product, based on numerous factors including supply chain partnerships, availability and value for our customers.”
It would appear that the new components are appearing in both replacement Surface Pro 2 units and new units being sold at retail. The price has remained the same and Microsoft isn’t exactly advertising the fact that they switched out the CPU in its Surface Pro 2 for a better one.
With the cat out of the bag now, some early adopters are going to feel cheated. That’s just the risk you run with buying consumer electronics at launch though. That being said, the 300MHz bump isn’t all that significant and a launch unit should perform almost on par with the newly upgraded units.
Besides, Surface Pro 2 owners have bigger fish to fry when it comes to Microsoft’s handling of its Surface product line.
Just this week, Microsoft launched the Surface 2 and Surface Pro 2 in its attempt to revitalize its tablet brand. We won’t know just how well that effort worked out until next quarter, but it looks like Microsoft is trying to clear stock of last year’s models to make room for the new.
With this latest price drop, Microsoft is making it more tempting to pick up a Surface Pro. After all, the Surface Pro 2 doesn’t really have that much of a leg up on its predecessor. The only real difference is that the Surface 2 has a Haswell CPU which increases battery life. Outside of that, they are pretty much the same. So for $699, you get what amounts to a mid-level Ultrabook that can handle whatever basic computing tasks you throw at it. It also comes with Windows 8 Pro so you’ll be able to use whatever desktop applications you want on it.
As for Windows 8.1, the original Surface Pro is compatible with Microsoft’s latest OS. It brings with it a number of new features for both consumers and enterprise users.
If the original Surface Pro still costs too much for you, you can grab an original Surface for $349. It’s also compatible with Windows 8.1, but its reliance on Windows RT means you can do less with it.
Are you already sold on Microsoft’s updated Surface 2 and Surface Pro 2 tablets? Are you finding it hard to wait for the devices’ launch on October 21? Well, there’s no easy way to get one early, but Microsoft is making it easy for you to get one at midnight of the launch.
Microsoft announced today that it will be hosting midnight launch parties for the Surface 2 and Surface Pro 2 at 10 Microsoft retail stores around the country on October 21. Surface fans can show their commitment to Microsoft’s tablets by being one of the first people in the world to own one. As an added bonus, Microsoft will be handing out tons of prizes at both the 10 participating stores and the other 70 plus nonparticipating Microsoft stores around the country.
“We’ve worked hard to ensure that Microsoft retail stores will be the best place to experience and purchase the most productive tablet on the planet — Surface 2 and Surface Pro 2,” said David McAughan, chief operating officer of Microsoft Retail Stores. “Our stores are all about having fun with our customers and connecting with local communities. These Surface launch events are a great example of the type of experiences you can enjoy at our stores as we kick off the holiday season.”
What could make these parties any sweeter? Maybe a free trip to Orlando and a Pitbull concert? Those who show up to one of the 10 participating locations will compete in a series of games with the winner being flown to Orlando to attend the grand opening of the newest Microsoft store in the Mall at Millenia. While there, you’ll be treated to a Pitbull concern in celebration of the store’s opening.
If this all sounds good to you, be sure to hit up one of the following Microsoft stores on October 21:
Bellevue Square Mall
Westfield San Francisco Centre
Scottsdale Fashion Square
Dadeland Mall (Miami)
Lennox Square Mall (Atlanta)
The Shops at Prudential Center (Boston)
The Westchester (White Plains, N.Y.)
The Domain (Austin, Texas)
The Fashion Centre at Pentagon City (Arlington, Va.)
Last month, Microsoft revealed the next step in its plan to dethrone the iPad – the Surface 2 and Surface Pro 2. Out of the two, the Surface 2 is the most interesting as Microsoft is distancing itself and the product from the ill-received Surface RT. Some analysts don’t think a rebranding is going to help much either. Despite all this, Microsoft has found at least one buyer.
On Sunday, Microsoft announced that Delta Airlines will be purchasing 11,000 Surface 2 tablets for its pilots. The Surface 2 will be custom tailored to a pilot’s needs with what the airline is calling the “electronic flight bag.” The goal is to have all Delta cockpits go completely paperless by the end of 2014.
Never one to miss out on a photo op, Microsoft put together a quick video showing how Delta is using the Surface 2 tablet:
So, what have we learned from all of this? The major takeaway is that the Surface 2 is a great enterprise device. Big surprise there, right? Microsoft’s bread and butter is in enterprise so it only makes sense that it’s able to sell its devices to enterprise customers.
Unfortunately, that’s not going to cut it for Microsoft as it transitions into a devices and services company. Enterprise will remain an integral part of its business, but Microsoft needs to get consumers on board as well. The Surface 2 and Surface Pro 2 have the hardware and look of a mass market device, but the lack of apps and the high price will continually push consumers to the competition.
Look, it’s great that Microsoft is already finding big enterprise buyers for its Surface 2 tablet. Hopefully, it won’t have to write off $900 million worth of unsold Surface 2 stock next year. It’s just that Microsoft is going to have to do more if it wants to properly complete in a marketplace that’s all about either being the cheapest or having the most apps. At this point, Surface can’t win on either of these fronts.
The race is on in Technologyland, with the new realease of the Kindle Fire HDX, the iPad Mini 2, and the Microsoft Surface Pro during the fall. Who will take home the trophy for best tablet? Well, I wouldn’t bet on Microsoft yet.
The Kindle Fire has a new Mayday button, which immediately connects you to live tech support via video chat, should you have a problem.The iPad Mini will come in gold and feature the same fingerprint technology that the iPhone 5s touted. The Surface Pro…
Well, we’re not really sure.
http://www.youtube.com/watch?v=7lr1WbNz7g0
“Microsoft’s new commercial has the new high-end expensive Surface Pro and their low-end cheaper Surface that’s like an iPad in the same commercial…it seems like they haven’t figured out what the strategy is. I don’t know that consumers can gravitate towards something when they don’t even understand what it’s supposed to be.”, says Yahoo Finance tech reporter Aaron Pressman.
It’s possible that the Surface Pro’s unimpressive sales aren’t the result of the Surface Pro, itself, but poor advertising on the part of Microsoft. The tablet actually has pretty good reviews. It just seems like they haven’t quite figured out how to get people interested.
Perhaps Microsoft is relying on its “third times a charm” luck they had with the third generation of Windows? The Surface Pro 2 is exceedingly improved over the first two attempts, but it may not be enough to get people to fall in love with Microsoft‘s tablet OS, Windows RT, according to BGR.
“Microsoft’s current plight is due to its late entry to the mobile market, high product prices, and weak ecosystem compared to its competitors. Microsoft’s strategy of developing its tablet operating system using its PC operating system as the base, is the main problem preventing Windows-based tablets becoming standardized,” states a report from Digitimes, a Taiwan-based digital trade paper.
Will Microsoft be able to overtake its competition before being left in the dust? That remains to be seen, but from here, it doesn’t look pretty.
One of the most persistent rumors regarding Microsoft’s Surface tablets is that the company would be making a 7-incher. That turned out to not be the case when the Surface 2 and Surface Pro 2 were revealed last week as both tablets feature 1080p 10.6-inch displays. Of course, the lack of a 7-inch tablet today doesn’t mean that we’ll never get one.
Surface Head Panos Paney recently had a chat with GeekWire where he revealed that Microsoft was indeed working on different Surface sizes. Here’s the relevant quote:
“We have a lot of great things that we are thinking about and working on, and there are multiple aspect ratios and sizes and awesome things to come from Surface. That’s the best answer I have for you.”
He doesn’t come right out and confirm a 7-inch tablet, but it’s the next logical step for the Surface brand. Sure, Microsoft could make a 27-inch tablet, but it can leave that kind of crazy thinking to the guys at Lenovo. For Microsoft, it needs to release a smaller, cheaper Surface tablet can compete with the 7-inch Android tablets that are currently dominating the market.
Of course, it may be a while before we see a 7-inch tablet from Microsoft as the first report we got about such a device came in April of this year. At that time, it was said that Microsoft only recently started working on a smaller tablet after seeing their explosion in popularity. From the looks of it, it’d be safe to say that we won’t be seeing a 7-inch Surface until maybe the middle of next year.
Even if Microsoft is able to get a 7-inch Surface out at that time, it might not even matter anymore. A report out of a DigiTimes Research found that the new Surface tablets may face the same fate of their predecessors. That report, however, heavily factored price into its prediction. With a lower priced Surface tablet optimized for 7-inch displays, Microsoft may finally be able to break into the tablet market that so many of its former PC customers have now moved onto.
One week ago, Microsoft announced its updated Windows tablet lineup, the Surface 2 and the Surface Pro 2. The announcement was greeted with little fanfare, but proved that Microsoft is pushing ahead with its tablet plans, despite the failure of the first generation of Surface tablets. The company took a $900 million inventory adjustment in its latest quarterly report due to an abundance of unsold Surface RT tablets.
Now it’s looking as if the second-generation Surface tablets might suffer the same fate as their predecessors. A new DigiTimes Research report is predicting that the new Surface tablets will not help Microsoft make inroads into the tablet market.
The most obvious reason for this prediction is price. DigiTimes points out that even less expensive Windows 8 tablets from other manufacturers have failed to ignite sales of the devices. The Surface 2’s $449 price is unlikely to make it competitive with a variety of less-expensive tablets.
Some other factors were also mentioned. These include the fact that Nokia (which Microsoft just acquired) is set to release new Windows 8 Lumia tablets soon, and the assertion that Microsoft Office is also experiencing slow adoption on mobile devices.
Though these factors certainly play a role the main problem, according to DigiTimes, is that Microsoft is using its PC OS as the jumping-off point for its mobile development. With PC sales now falling, Microsoft could be left struggling in the mobile sector.
