Taipei, Monday, February 8, 2016 01:37 (GMT+8)
fair
Taipei
7°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.

2016 global AP demand forecast

RESEARCH EXTRAS | Jan 27, 18:12

This Digitimes Research Special Report explains the dynamics of the global AP market by analyzing key trends in the market including the shift to 4G, the market strategy of the key AP vendors and GPU providers and the role various applications have in influencing...

Global tablet shipment forecast, 2016

GLOBAL TABLET | Jan 22, 16:07

In 2016, global tablet shipments will drop 4.8%, compared to a decline of 17.9% in 2015. With the exception of Microsoft and Huawei, most brands will see flat growth or a small decline in shipments. Some other key trends that Digitimes Research expects to see...

China smartphone market and industry - 4Q 2015

CHINA SMARTPHONE | Feb 5, 15:06

Looking forward to the first quarter of 2016, with both China-based makers and international brands aggressively spreading out their new products including all low, mid, and high cost models on the market in the fourth quarter of 2015, the market will have to...

China smartphone AP shipments - 4Q 2015

CHINA SMARTPHONE AP | Feb 5, 14:41

China's smartphone AP shipments grew 16.1% sequentially in the fourth quarter of 2015 mainly thanks to demand for inventory preparation from some vendors and year-end holidays.

Taiwan LCD TVs – 4Q 2015

TAIWAN DISPLAY SYSTEM | Feb 4, 14:40

Taiwan's LCD TV shipments reached 10.24 million units in the fourth quarter of 2015, increasing 12.0% on quarter but decreasing 5.8% on year.

Display panels for wearable devices
2015 China smartphone panel trend forecast
Analysis of China revised domestic semiconductor industry goals
  • 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.