Taipei, Thursday, November 27, 2014 02:35 (GMT+8)
partly cloudy
Taipei
22°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
  • TPV sees LCD TV and monitor shipments increase 7.5% in 3Q14

    Displays | 4h 11min ago

  • China market: Smartphone vendors to streamline product lines

    Mobile + telecom | 4h 21min ago

  • Oppo, Gionee increase AMOLED handset panel orders to Samsung

    Displays | 5h 50min ago

  • China market: Over 5.4 million consumer tablets sold in 3Q14, says Analysys

    IT + CE | 6h 9min ago

  • Epistar sees decreasing capacity utilization

    LED | 6h 30min ago

  • Huawei denies filing lawsuit against competitors, says report

    Before Going to Press | 4h 17min ago

  • Samsung Electro-Mechanics to expand businesses in China in 2015, says paper

    Before Going to Press | 4h 17min ago

  • Innolux clarifies Chi Mei Lighting debt issues, looking to secure loan from Taiwan banks

    Before Going to Press | 4h 34min ago

  • China market: Local brands to engage in patent wars

    Before Going to Press | 5h 52min ago

  • Most motherboard players turn to defend gross margins in 2015

    Before Going to Press | 6h 8min ago

  • New Microsoft Surface tablet to be available in 1Q15

    Before Going to Press | 6h 29min ago

  • Taiwan market: 4G user base tops 2.1 million at end of October, says NCC

    Before Going to Press | 7h 2min ago

  • China market: Over 5.4 million consumer tablets sold in 3Q14, says Analysys

    Before Going to Press | 7h 18min ago

  • Inotera orders equipment from Applied Materials

    Before Going to Press | 7h 20min ago

  • Co-Tech looking to diversify products

    Before Going to Press | 7h 20min ago

  • Micron, Winbond team up for serial NOR flash

    Before Going to Press | 7h 20min ago

  • iPhone chip orders slow down, say IC designers

    Before Going to Press | 7h 21min ago

Pause
 | 
View more
MSI X99S GAMING 9 AC
DIGITIMES Marketing Services
DIGITIMES Translation Services
  • 2014 global high brightness LED market, trends and shipment forecast

    For the global LED lighting market, the market size will reach US$25.82 billion in 2014 or a market penetration rate of 23.4%. This is attributable to exponential shipment growth for light bulbs, tubes, and directional lamps.

  • Greater China touch panel shipment forecast through 2015

    This Special Report provides forecasts through 2015 for Greater China touch panel shipments with breakdowns based on technology (glass, film, resistive), application (smartphone, NB and tablet) and by firm.

  • 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.