Taipei, Thursday, April 24, 2014 01:02 (GMT+8)
light rain
Taipei
21°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.

Realtime news
  • Taiwan makers expected to hold over 50% Ultra HD TV panel market share in 2014

    Displays | 3h ago

  • Digitimes Research: Global tablet shipments drop 30% sequentially in 1Q14

    IT + CE | 3h 3min ago

  • Taiwan market: Competition in 4G LTE smartphone segment heating up

    Mobile + telecom | 3h 7min ago

  • Upstream suppliers eye server orders from Lenovo

    IT + CE | 3h 48min ago

  • Panel supply chain expects performance to increase in 2Q14

    Displays | 4h 13min ago

  • Yingli Green Energy expects to turn profitable in 2Q14

    Green energy | 5h 11min ago

  • Tatung hopes to hike revenue proportion of electromechanical energy-saving systems to 30% in 2014

    Before Going to Press | 4h 1min ago

  • Touchscreen controller IC vendors expanding product lines

    Before Going to Press | 4h 13min ago

  • Intel optimistic about interactive whiteboard demand

    Before Going to Press | 4h 26min ago

  • LCD equipment makers to see order visibility improve in 2014

    Before Going to Press | 4h 45min ago

  • Demand for TV, STB and LED driver ICs picking up

    Before Going to Press | 4h 53min ago

  • NCC delays approval of Ambit Microsystems 4G plans on national security concerns

    Before Going to Press | 4h 54min ago

  • Taiwan market: Cable TV digitization ratio over 50% in 1Q14, says NCC

    Before Going to Press | 5h 12min ago

  • Taiwan market: 40% of LCD TVs sold in 2014 expected to be large-size, Ultra HD, says LG

    Before Going to Press | 5h 19min ago

Pause
 | 
View more
MSI product press release
China touch tracker
DIGITIMES Translation Services
  • 2014 China smartphone market and industry - Forecast and analysis

    Digitimes Research expects demand in the domestic China market to reach 422 million smartphones in 2014, with 278 million units contributed by China-based smartphone vendors.

  • 2014 global mobile application processor market forecast

    This report provides a market forecast of the 2014 application processor market. The analysis includes the development and market strategies for each major AP vendor, thus providing readers with a roadmap for how the market will develop in 2014 and the role of the major players.

  • 2014 global tablet demand forecast

    This report analyzes the main players, their strategies and shipments forecasts for 2014, as well as other factors contributing to either growth or decline in various segments within the tablet market, with a particular focus on Apple, Google, Samsung, and Microsoft, along with whitebox vendors.