Taipei, Saturday, July 26, 2014 09:27 (GMT+8)
mostly cloudy
Taipei
28°C
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.

Analysis of China's revised domestic semiconductor industry goals

RESEARCH EXTRAS | Jul 16, 18:09

Facing a funding shortage for local IC manufacturers, the China State Council in June 2014 published guidelines to strengthen government support for China's semiconductor industry, while stating the short-, mid-, and long-term goals for the related industry supply...

The transition to 4k TV - UHD TV market forecast, 2014-2017

RESEARCH EXTRAS | Jun 26, 13:59

Ultra HD TV vendors are facing challenges due to an overall slowdown in the TV industry and are concerned whether relative supply chains can provide compatible Ultra HD content and services. However, trends show that content makers as well as panel and chip makers...

Taiwan notebooks – 2Q 2014

TAIWAN ICT | Jul 23, 12:53

Taiwan's notebook makers saw an unexpected sequential rise in shipments in the second quarter after the end of Microsoft's support for Windows XP generated a wave of replacement demand. Compared to the same period of last year, their shipments still dropped....

China smartphone market and industry – 1Q 2014

CHINA SMARTPHONE | May 15, 15:08

This report is divided into two sections; the first covers the China smartphone market, including shipments from international players and China-based players. The second section covers the China smartphone industry and covers shipments from local makers in the...

Taiwan LCD monitors – 1Q 2014

TAIWAN FPD | May 13, 15:41

Monitor shipments from Taiwan makers declined in the first quarter of 2014 mainly due to seasonality. And both upstream LCD panel suppliers and downstream system vendors remain conservative about the monitor market in the second quarter.

MSI Global N750Ti TF 2GD5/OC
DIGITIMES Marketing Services
2014 global smartphone market forecast