Taipei, Wednesday, January 18, 2017 16:08 (GMT+8)
rain
Taipei
19°C
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.

Realtime news
  • China market: Asustek adjusts marketing staff for own-brand products

    IT + CE | 7min ago

  • Taiwan IC design houses pushing into automotive aftermarket

    Bits + chips | 8min ago

  • Samsung, LG adopt thermal pipes for smartphones to be launched in 2017

    Mobile + telecom | 35min ago

  • Plus One Marketing sells 4.0 million smartphones globally in fiscal year 2016, says Nikkei

    Mobile + telecom | 1h 13min ago

  • IC distributor Sunnic to enjoy record 2017 revenues

    Bits + chips | 1h 23min ago

  • Digitimes Research: Samsung introduces IoT gateway solutions for smart household market

    Mobile + telecom | 1h 57min ago

Pause
 | 
View more

Global AP demand forecast, 2017-2020

RESEARCH EXTRAS | Jan 16, 12:01

Digitimes Research expects global application processor (AP) shipments to increase more than 8% in 2017 and surpass the 1.9 billion mark, with smartphones remaining the main application. After slumping in 2015, Qualcomm returned to form in 2016 and will continue...

Taiwan server shipment forecast and industry analysis, 2017

TAIWAN MOBILE DEVICE | Nov 28, 10:20

According to surveys and analyses conducted by Digitimes Research, revenues generated from sales of server motherboards, servers, storage systems and related network system equipment by Taiwan-based vendors will continue on an upward trend to reach NT$558.5 billion...

China smartphone market and industry – 3Q 2016

CHINA SMARTPHONE | Dec 13, 18:51

Smartphone shipments in the China market reached 112.3 million units in the third quarter, up 5.8% on year and 5.2% on quarter. China-based telecom carriers continued to offer subsidies to encourage existing 2G or 3G service users to switch to a 4G service and...

Global tablet market - 3Q 2016

GLOBAL TABLET | Dec 7, 11:20

Global tablet shipments in fourth-quarter 2016 are expected to see an annual decrease of 20%.

China smartphone AP shipment 4Q forecast

CHINA SMARTPHONE AP | Dec 2, 14:32

Digitimes Research estimates shipments of AP for smartphones and tablet PC in China in the fourth quarter of 2016 will show a growth of 11.6% on quarter.

Advantest
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.