Taipei, Tuesday, October 6, 2015 09:21 (GMT+8)
mostly cloudy
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 blog post was provided by the Digitimes Research Tracking team, which focuses on shipment data and market trends in the global mobile device supply chain. Digitimes Research provides quarterly tracking services for market sectors such as Global Tablet, China Smartphone, China Smartphone AP, China Touch Panel, Taiwan ICT and Taiwan FPD. Click here for more information about Digitimes Research Tracking services.

Realtime news
  • Digitimes Research: Difference between Apple Watch and Android Wear devices narrowed

    IT + CE | 10h 42min ago

  • Taiwan market: Chunghwa Telecom sets contract-bundled pricing for iPhone 6s/6s Plus

    Mobile + telecom | 10h 53min ago

  • Largan Precision sees increased September revenues

    IT + CE | 10h 55min ago

  • Inotera chairman reportedly to be hired by Tsinghua Unigroup

    Bits + chips | 10h 59min ago

  • Radiant Opto-Electronics reports revenues for September 2015

    Displays - Stockwatch | 11h 3min ago

  • HTC September revenues up sequentially

    Mobile + telecom | 11h 3min ago

  • Sharp establishes sales company for electronic components in Shenzhen, China

    Displays | 11h 6min ago

  • Green Energy Technology sees tiny growth in September revenues

    Green energy | 11h 11min ago

  • Global semiconductor sales decrease slightly in August, says SIA

    Bits + chips | 11h 16min ago

  • ECS reports revenue growth for September 2015

    IT + CE - Stockwatch | 11h 20min ago

  • Catcher sees growth in September revenues

    IT + CE | 11h 21min ago

  • MediaTek dismisses layoff rumors

    Bits + chips - Stockwatch | 11h 22min ago

  • Giga Solar Materials September revenues hit record for 6th consecutive month

    Before Going to Press | 11h 39min ago

  • Kyocera to launch LED lighting for use in plant factories, says Nikkei News

    Before Going to Press | 11h 43min ago

  • GIS reports strong performance for September due to Apple orders

    Before Going to Press | 11h 44min ago

  • Realtek reports increased September revenues

    Before Going to Press | 11h 46min ago

  • Tablet demand stays weak, say Taiwan IC designers

    Before Going to Press | 11h 47min ago

  • Korea makers developing more AMOLED products as China ramps up LCD production

    Before Going to Press | 11h 47min ago

  • Digitimes Research: Global large-size TFT capacity to reach record high in 2016

    Before Going to Press | 11h 48min ago

  • Notebook vendors see growing notebook demand in October and November.

    Before Going to Press | 11h 48min ago

  • Inventec optimistic about new orders from Xiaomi

    Before Going to Press | 11h 49min ago

  • Inventec expects revenues to surpass US$20 billion in 2017

    Before Going to Press | 11h 51min ago

  • LandMark Optoelectronics September revenues hit record for 7th time straight

    Before Going to Press | 11h 52min ago

View more
The Big Fund
Trends and forecasts for the China FPD industry, 2014-2017
The transition to 4k TV - UHD TV market forecast, 2014-2017
  • 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.