Pricing, Office integration key in Microsoft’s Surface tablet success

Pricing, Office integration key in Microsoft’s Surface tablet success

Redmond : WA : USA | Jun 29, 2012 at 9:09 PM PDT
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Microsoft Surface Tablet: First Look

‘Tis the summer of tablets and smartphones in Silicon Valley. On the heels of Microsoft’s Surface tablet event, Google launches their own 7-inch Android slate. Analysts expect Amazon to follow suit with an updated Kindle Fire – one that is more competitive with the current crop of devices. The competition is hotter than 4th of July on Miami Beach!

Unfortunately for both Microsoft and Amazon, Google set the bar relatively high with their new slate. Undoubtedly, the company is either breaking even or taking a loss on the Nexus 7. A Tegra3 quad-core processor, 1 GB of RAM, 8 GB Flash chip, and 1280 x 800 screen isn’t cheap. Amazon has proved they’re willing to sell a device at a loss, but is Microsoft?

Regardless of what Microsoft says, their pricing on the ARM-based Windows RT Surface tablet isn’t going to be cheap. If the device stands a chance in the marketplace, it has to be less than Apple’s iPad 2, which starts at $399. I highly doubt Microsoft is going to sel the tablet for this price, especially given it runs a “form” of Windows.

If the Surface is going to be the “Ultrabook” of tablets, we have serious problems. Ultrabooks are overpriced premium laptops and MacBook Air clones. Based on how CEO Steve Ballmer described the device, it is going for the premium build and feel. Unfortunately, no 10-inch tablet other than the iPad is going to fetch premium prices, as witnessed by the millions of Android tabs sitting on store shelves.

If Microsoft has any brains, which they don’t, they’d sell the Surface for $450, which is less than the leading Android tablet but slightly more than the entry-level iPad. At this price, they’d likely break even, albeit with hairline margins, while improving market penetration in the business community. As someone who uses SharePoint and Office 365, I’d buy one for business use if the price was right.

Greed will probably get the best of Microsoft, though. Few companies see the bigger picture. And unlike the iTunes Store or Google Play, Microsoft isn’t at a position to recover their losses through an app ecosystem yet. Maybe in three or four years when the Windows app center matures, but not now.

Pricing aside, there is one area in which Microsoft has most corporate users by the reigns: Outlook. If the tablet offers an unparalleled Outlook experience, it could easily become the tablet corporate bigwigs want, and deploy, to their companies. Apple’s iPad is largely a BYOD (bring your own device), rather than an enterprise-issued product.

For the Surface to truly succeed it will need to be business-focused and “good enough” for CTO’s to deploy to their mobile workforce. Microsoft can’t compete with Google and Apple, but they can certainly beat ‘em by creating a device that is truly integrated with their enterprise and consumer Office features.

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Microsoft's new tablet SURFACE
Microsoft's new tablet SURFACE
Joseph Thomas is based in Redwood City, California, United States of America, and is an Anchor on Allvoices.
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