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Digitimes Research: Microsoft turns focus back to large-size Surface
Jim Hsiao, DIGITIMES Research, Taipei [Tuesday 27 May 2014]

Microsoft unveiled its third-generation Surface on May 20 2014. Instead of the long-rumored 7.5-inch Surface Mini, the software giant released the 12-inch Surface Pro. Digitimes Research believes the company has turned its focus back to large-size models that enable better productivity.

The design of Surface Pro 3 is a device that can replace notebooks but still maintain the size and weight of a tablet. The device has a display 40% larger than its predecessor, but it weighs 10% less and is 30% thinner. The starting price is US$100 lower.

Although featuring an improved price/performance ratio, the device's pricing (starting from US$799) may still be too high to attract substantial demand.

Digitimes Research believes the release of the Surface Pro 3 aims less at boosting shipments of its own than opening up a new market segment to help Microsoft's OEM/ODM partners find new business opportunities and create profits from larger-size applications.

In addition, launching a high-end 12-inch 2-in-1 device prior to the release of the 12.85-inch iPad is a strategic move to give Microsoft an early-bird advantage in the 11-inch and above tablet market and help the software giant enter the segment that is between high-end tablets and notebooks.

Content from this article was part of a complete Digitimes Research Chinese-language report that has not yet been translated into English. If you are interested in an English version of the report or wish to receive more information about the report, click here to contact us and we will get back to you as soon as possible. Digitimes Research also provides quarterly tracking services for market sectors such as Global Tablet, China Smartphone, China Smartphone AP, Taiwan ICT and Taiwan FPD. Click here for more information about Digitimes Research Tracking services.

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