“Microsoft Surface is an upcoming series of tablets designed and marketed by Microsoft. It was announced by Microsoft CEO Steve Ballmer at a Los Angeles event on June 18, 2012, at Milk Studios. The Surface will be available in two versions, one with Windows RT and another with Windows 8 Pro. The Windows RT model will use an ARM CPU, while the Windows 8 model will use an Intel CPU. Both models will be able to install new applications via the Windows Store, however only the Windows 8 model allows the installation of traditional desktop programs (Wiki)“
Strengths
Advanced cover: compared to the IPAD smart cover, there are a keyboard and a touchpad on it. As we know, typing on a physical keyboard is the more efficient than typing on screen. the consumers who dislike the on-screen keyboard will be attracted. While it’s true that there are plenty of options for adding a keyboard to an iPad, not everyone will want to carry around these pricey add-ons.
Software: With Windows 8 Pro version, Surface will able to run the same applications as PC, especially productivity application, such as Microsoft Office Suit.
Weaknesses
Compare to New iPad, Surface provides lower pixel densitiy screen screen, 180ppi while New iPad provides over 250ppi (PhoneArena). That won’t compete with the iPad’s Retina display or even some Android tablets.
Opportunities
Pad owners have limited ability to use Office and other Microsoft applications, and Microsoft office owns 94% of the market(DailyTech). this advantage makes the Surface more competitive in the business market.
Threats
Current years, Apple has dominated the tablet market. It has occupied the most market shares, 69.6% while Android takes the rest(BGR). Besides, the iPad Mini with low price may attract more new customers and raises its market shares. It will be a big challenge for Microsoft to attract the loyal customers from Apple.
Reference:
- http://www.phonearena.com/phones/Microsoft-Surface-RT_id7181/rivals
- http://www.microsoft.com/Surface/en-CA
- http://ipad.about.com/od/Tablet_Computers_eReaders/a/Microsoft-Surface-Tablet-Vs-The-Ipad.htm
- http://jumpwiremedia.com/2012/06/will-microsoft-beat-apple-with-its-new-surface-tablet/
- http://reviews.cnet.com/8301-33642_7-57539392-292/microsoft-surface-vs-apple-ipad-4th-gen-vs-asus-transformer-infinity/
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