Slashdot Mirror
With the Surface Pro, Microsoft Is Trying To Recreate the PC Market
An anonymous reader writes "An opinion piece at ReadWriteWeb makes an interesting suggestion: Microsoft's efforts in the tablet market aren't aimed at competing with the iPad or any of the Android tablets, but rather inventing a new facet of the PC market — one Microsoft alone is targeting. Quoting: 'Microsoft wants everyone to think the Surface Pro 3 is a tablet, but its pricing gives the game away. Microsoft wants to recreate the lucrative PC market that made the company billions of dollars by repackaging a PC into tablet clothing and then hammering away at the Surface product line until everybody believes that PCs never really went anywhere, they just got a touchscreen and a cellular connection.' This is also supported by the lack of a smaller Surface tablet, which many analysts were predicting before this week's press conference. Microsoft is clearly not pursuing the tablet-for-everyone approach, but instead focusing on users who want productivity out of their mobile computing device. The Surface Pros are expensive, but Microsoft is hoping people will balance that cost against the cost of a work laptop plus a personal tablet."
To Microsoft, everything is a PC which is going to run Windows and Office.
They've never really been able to see past that.
My personal desktop has never had Office (or open Office, or any office suite on it), because for personal purposes, I have simply never needed one. I use my tablet for infotainment and looking up stuff on the web when I travel. I don't use it for heavy work.
I'm not sure that most people want what Microsoft thinks is the tablet market. In fact, given the sheer number of less-powerful tablets out there that people are happily using.
Microsoft has ever really predicted much in the way of new markets or products, or led the way in innovation. They have mostly stuck with their tried and true "all roads lead to Office".
If I wanted a laptop, I'd buy one. I'm not convinced that what they're selling is what most people are looking for.
Lost at C:>. Found at C.
Don't think iPad. Think Macbook Air with a detachable keyboard.
This article about post-PC devices separates computing into "work", which it defines as focused activity, and "relationship-centric computing", essentially the digital version of social grooming. Phones and tablets are purportedly better for "relationship-centric computing", while PCs are better for "work". It appears Surface Pro is intended to be portable enough and to have a mode simple enough for "relationship-centric computing" while being able to shift to "work" as needed.
Price!
The steps from tier to tier for processor, storage, and memory options are too convoluted and expensive. Apple is bad enough when paying for upgrades, but this is even worse.
$129 for keyboard is insane.
They're a fantastic business machine. They really are.
But at the same time, Microsoft is losing a whole generation of users who are learning that they don't need Microsoft. I would argue that a lot of Apple's success today stems from the fact that they were the dominant machine in schools 30 years ago.
Kids today are running around with 7" tablets. Sure, they're infotainment, but they do everything on those tablets. Web, Skype, Netflix, they type up homework, and of course, play games. It is a major strategic mistake to ignore the 7" tablet market.
Dogged determination and perseverance?
Lost at C:>. Found at C.
Meaning it is best at neither. Just muddled enough to offend everyone.
Help stamp out iliturcy.
Microsoft is hoping people will balance that cost against the cost of a work laptop plus a personal tablet.
I think Microsoft's target audience here started pretty damned small, and shrinks every day as "normal" tablets become more and more compatible with 3rd party peripherals.
Increasingly, I see people using a tablet exclusively, with some form of docking station to make it more convenient to use as a desktop device. They don't lug around a laptop and a tablet, they just have the tablet and maybe a PC back at the office if they need either some serious horsepower or multiple feet of screen real-estate. So okay, for more than the price of a tablet plus a PC, the top of the line Surface Pro 3 config addresses the horsepower issue, while still having a tablet-sized screen - Too little for too much and targeting too few as a bonus.
Don't get me wrong, I think MS has the right idea on this one, and may actually have led the curve for a change; but until they can also do it for under $300, they may as well not even have tried.
duh.
MS is leading the way to a place where you carry you computer all the time and just drop it into a cradle when you need a bigger screen.
Something that works for well over 80% of the populace.
I'm not a fan, but the iPad would be horrible to do that with. With it's in ability to shop more then 1 window at a time.
And I own an iPad, and I like it.
The Kruger Dunning explains most post on
I bought a Surface 2 (RT, not Pro), and I've been very pleasantly surprised at just how good a work device it is.
My uses, as an IT manager:
note taking in meetings with OneNote
reviewing documents (Word/Excel/PDF)
presenting (PowerPoint)
email (Outlook or Mail)
web browsing
cloud storage (OneDrive)
Remote Desktop (Citrix Reciever)
entertainment on airplanes: video, ebooks
Surface 2 does all of these well. Better than the iPad I had previously for the pure-work tasks, albeit somewhat worse for the 'entertainment' tasks. Since my focus for this device is work, I've really enjoyed it.
I think I'd like the SP3 even more, because I'd get all of the above plus Visio, although I'd have to check out the size/weight for myself.
If what you want is more 80% entertainment / 20% business, or if you are in a business where MS Office/Exchange/etc. are not critical, the iPad is hands-down better, but I think that for many business-types, Surface deserves a look.
Personally, the Asus Transformer got 90% of the way to what I was looking for back in the twentieth century. Microsoft's latest offering appears to go the last 10%. I'm a Linux geek personally, but I do need to be able to run MS-Office compatible software on whatever platform I use. Microsoft's pitch -- "runs all your favorite MS software on your device of choice" is actually a powerful incentive for marketing to professionals. If they are addressing the perceived shortcomings of the tablet form factor, I suspect they may well be onto something.
Not planning on ditching my Android devices anytime soon, nor installing Windows on my Linux PC's - but I can sure see a lot of professionals doing so just for the ability to more or less seamlessly integrate their mobile devices with organization infrastructure. I may not like MS software, but nothing integrates with a Windows-based infrastructure like MS-Windows - hardware platform notwithstanding.
The tablet PC is not new. It preceded the iPad and Android tablets by several years but the technology sucked. It's better now to the point that a tablet PC is workable and for my money, MS is proving the point well with the Surface Pro line. The iPad succeeded where the previous tablets failed because they reduced functionality down to media consumption only while taking advantage of the then more advanced technology to create a far more elegant design. It’s still not suited to real work while the Surface Pro actually is. I welcome it. I have an iPad and I hate having to switch to my laptop every time I think of some small bit of work I need to do. There is a huge market for a device like this among business users and less casual home users like me. I hope they succeed and if it brings them a windfall of new money. That’s exactly as it should be.
but I don't want a separate device just to do Office...I want whatever device I use to be able to run "everything I use" so I can combine stuff, rework, sort, juggle, scrape and reformat all that stuff into one coherent work output. If, like the Surface, the other apps from other suppliers are either not present or unusable with a touch screen, it's dead in the water. And it's dead in the water if I have to buy again software I've already paid for on another platform. And don't say Cloud. Cloud is dead because using it makes me legally non-compliant.
"Cock Up Your Beaver" does not mean what you think. This sig is intended to clog filters and annoy do-gooders
They're a fantastic business machine. They really are.
How so? What fraction of business users have even considered Windows 8 and above for their desktops / laptops? Less than 5%, if that. A business machine that cannot run Windows 7 or Windows XP is dead on arrival.
If you keep throwing chairs, one day you'll break windows....
And there are those who want a Mac because the hardware is decent, well designed, and it ships with a Unix and a GUI OS that works quite nicely?
I had used a Samsung Galaxy Tab 10.1 all through graduate school. It was great for me then because I did all my typing at my home desktop or in one of the university's many computer labs. I did not need a full computer to be mobile, especially when I've lost several laptops to damaged power jacks over the years. Now that I'm in the corporate world and need to be able to work on a report in a hotel or at a client's place of business, I needed something portable. However, I still wanted a tablet for personal use. The Surface Pro 2 filled exactly that niche. It's got honest-to-goodness Microsoft Office for when I need it and a pretty decent keyboard (if you disable the glitchy trackpad) to boot. At home, I disconnect the keyboard and watch Netflix in bed. The pen is even better for drawing than my Wacom tablet, because I can draw right on the screen. I'm a young, technologically-savvy professional. I'm the target audience for the Surface Pro line.
The Windows battle is largely over, and they have lost.
On mobile devices, which are the most ubiquitous form of computing on the planet today, they are effectively out of the game for this round. Their only shot there is to become the next big innovator launching the next paradigm of computing—something that MS has never been able to do before.
In productivity computing, a decade ago it was still a Windows world, but I've seen shop after shop effectively go Mac in recent years. First the door is opened—and once employees and/or departments are able to opt for Macs to do their work, the balance goes from 90/10 Windows to 90/10 Mac in the space of one or two upgrade cycles. Apple significantly outpaced the PC industry overall in unit shipment performance over 2013 (particularly 4Q) and this matches what I'm seeing in business meetings across partnerships—senior reps from four companies are in the room and now the Windows guy is the odd guy out and everybody snickers a little. Or you're in a multi-hour videoconference on GoToMeeting and the one guy that's sharing a Windows screen rather than a Mac screen stands out like a sore thumb. It's the opposite of what you'd see over the '90s and '00s.
But Exchange and Office remain ubiquitous—more and more people in business are using a Mac but their Mac is invaribaly outfitted with MS Office (because iWork simply doesn't compare) and their entire business lives are accessed from Outlook. Finding ways to better integrate mobile Android/iOS offerings into their Exchange/Office universe would open a natural space for strong growth and continued dominance in critical business infrastructure. The focus on Windows and hardware is a head-scratcher.
The most worrying thing for Microsoft is that I've started periodically receiving OpenOffice/LibreOffice/Google Docs/Drive word processing and spreadsheet documents over the last year or so. That never, ever happened for the first decade and a half of my life in business (since about 1997) and now, suddenly, I've received about 20 documents like this this year from people at five different companies—without anyone mentioning it or even apologizing ("Hope you can open this!").
I don't know if the investment required to make a plausible attempt at reversing Windows' downward slide in market position is worthwhile. I suspect it's far more important for MS to shore up and grow their Exchange/Office business. Nobody is really challenging them yet in this space, but if a viable competitor were to emerge, the forces and trends related to Windows now pull *away* from Microsoft platforms rather than irresistibly toward them.
STOP . AMERICA . NOW
It still amazes me that you can't just run normal Windows on the ARM-based surface. The Windows kernel has always (well, the NT fork that is modern Windows) been built for multiple processor architectures. The whol C# infrastructure is as cross-platform in architecture as Java is (if not in CLR implementation availability). Ballmer must have really been off his meds when they didn't leverage those advantages to have "real Windows software" on the ARM.
But of course Ballmer's MS was all about ignoring the fact that legacy apps are all Windows has ever had going for it. People wrote for it because people already ran it for their legacy apps, and the cycle continued. Now what?
Socialism: a lie told by totalitarians and believed by fools.
Not just business.
I use a surface pro for music production and live performance. It's the only tablet that can run a full version of Pro Tools (or in my case, Cockos Reaper) including VSTi's and VST's. I've written control programs for mixers using Cycling 74 tools and the touch interface is spectacular, not to mention I've got a keyboard right there built into the cover. Right now, I'm in the process of trying to get the WIFI n interface to offload effects processing chores (using ReaMOTE), but the damn thing has enough power that it can handle almost all of the native effects for live performance. I have friends who have tried to incorporate their iPads in music production, but the peripherals are mostly toys and the software consists of badly crippled versions of real tools.
I honestly don't understand why Apple hasn't come out with a full Mac tablet. Artists and musicians would eat them up.
I can't speak for using it as a business machine, but I don't see any reason why it wouldn't be ideal. As a creative tool, there is nothing else like it.
You are welcome on my lawn.
The aqueduct?
Ruggedize these things and every lineman, every CCTV installer and every warehouse forklift driver will want them. No, I don't want to have to use a touch screen on my desk, but when I was out in the field I would have killed to have something as light and portable as this while standing on the top of a ladder.
"Think about how stupid the average person is. Now, realise that half of them are dumber than that." - George Carlin
> For one, though you will undoubtedly disagree, they ensured the popularization the PC.
No. IBM associated their monopoly with the PC. Microsoft just took advantage of IBMs good name.
Also, Apple and friends established the microcomputing market. IBM just came in as a johnny-come-lately spoiler.
Ultimately IBMs marketing muscle and Microsoft's subsequent dominance RETARDED the industry and delayed the introduction of better hardware and better operating systems.
Fixating on Apple II misses Macintosh, Atari, Amiga & Acorn.
Compared to the DOS that lurked beneath any Microsoft product leading up to 1995, AppleDOS is not so bad. Even VMS is not so bad.
A Pirate and a Puritan look the same on a balance sheet.