Taipei, Thursday, November 26, 2015 09:13 (GMT+8)
partly cloudy
Digitimes Research: Surface 2 series tablets unlikely to help Microsoft in mobile market
Jim Hsiao, DIGITIMES Research, Taipei [Monday 30 September 2013]

Microsoft announced its second-generation tablets, the Surface 2 series on September 23 in New York. Their specifications are similar to those of previous market rumors, while the industrial design also showed no surprises, according to Digitimes Research's findings.

Although first-generation Surface RTs had brought an US$900 million inventory adjustment charge to the software giant, and most major brand vendors have already quit developing Windows RT-based products, Microsoft is still aggressive pushing its Surface 2 series tablets.

As ASPs for Windows on Intel (WoI) tablets have already reached below US$300, The Surface 2 series' US$449 and above price point is rather unfriendly to consumers. The release of Surface 2 also creates differentiation issues with upcoming Lumia tablets.

In addition, Microsoft Office, which the software giant originally expected to help create an distinct advantage for the Windows platform in the mobile market, is seeing trouble becoming standardized. As the company's competitors are providing alternatives, Microsoft has already starting offering Office on other mobile platforms, which is expected to cause even more difficulties for the Windows platform to move forward.

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, Digitimes Research analyzed.

This article is an excerpt from a Chinese-language Digitimes Research report. Click here if you are interested in receiving more information about the content and price of a translated version of the full report.

Realtime news
  • TEEMA urges Taiwan government to take action on China hostile headhunting

    Before Going to Press | 11h 20min ago

  • ASE to expand workforce at Chungli facility

    Before Going to Press | 11h 21min ago

  • All-in-one PC shipments to drop over 10% in 2015

    Before Going to Press | 11h 27min ago

  • Acer launches Predator series products in Taiwan, eying opportunity from IT Month show

    Before Going to Press | 11h 28min ago

  • Taiwan PCB production value increases over 7% sequentially in 3Q15

    Before Going to Press | 11h 35min ago

  • D-Link sees strong smart home product sales in Europe

    Before Going to Press | 11h 39min ago

  • Korea government to invest US$110 million into wearables development, says report

    Before Going to Press | 11h 47min ago

  • Global LCD TV shipments to grow 2% in 2016

    Before Going to Press | 11h 52min ago

  • Himax obtains design-wins for smartphone-use force touch solutions

    Before Going to Press | 11h 55min ago

  • ZTE receives government funds to accelerate development of in-house mobile processors

    Before Going to Press | 11h 59min ago

  • TSMC may raise dividend for 2016

    Before Going to Press | 12h ago

  • Sales of 40-inch TVs in Japan strong in October

    Before Going to Press | 12h 2min ago

  • Taiwan notebook makers seeking lower chip quotes for 2016

    Before Going to Press | 12h 3min ago

  • TWM withdraws from bidding for 2,500-2,600MHz bands

    Before Going to Press | 12h 6min ago

  • Digitimes Research: Japan telecom operators offering household robots to boost revenues

    Before Going to Press | Nov 25, 20:57

View more
The Big Fund
Trends and forecasts for the China FPD industry, 2014-2017
The transition to 4k TV - UHD TV market forecast, 2014-2017
  • Wireless broadband developments in Southeast Asia markets

    As of 2013, the 10 ASEAN nations had a total of over 700 million mobile subscriptions, with the CAGR from 2003-2013 reaching 24%. This Digitimes Research Special Report analyzes the various mobile broadband markets in ASEAN and looks at the respective trends in 4G LTE development for those markets.

  • 2015 global tablet demand forecast

    This Digitimes Research Special Report provides a 2015 forecast for the global tablet market and analyzes the strategies of key market players such as Google, Apple, Intel, and Microsoft.

  • 2015 China smartphone panel trend forecast

    This Digitimes Research Special Report analyzes the strategies of key China-based major panel makers BOE, Tianma and IVO for attacking the different market segments through technology and pricing, and their relationship to local vendors Huawei, Lenovo, ZTE, Xiaomi and Coolpad.