Software giant Microsoft has put Apple on notice. In a move to rival the latter?s highly successful iPad tablet, the Redmond, Washington-based company has introduced its own tablet line, named Surface. The move by Steve Ballmer-led Microsoft to foray into the high-growth tablet market is significant, as it has traditionally relied on other PC makers to make and market desktops and laptops running Windows software, and with considerable success. In the past, Microsoft made a feeble attempt to rival Apple?s iPod with its Zune music player, which was not a success and was taken off the market shortly after introduction.
This time around, Microsoft seems to be making the right moves in the superhot tablet market. Globally, tablet sales are expected to triple in the next two years, topping 180 million a year in 2013. Microsoft has packed its Surface tablet with robust hardware and highly responsive software. Conceived, designed and engineered entirely by Microsoft employees, two models of Surface will be made available ? one running an ARM processor featuring Windows RT, and one with a third-generation Intel Core processor featuring Windows 8 Pro. Surface for Windows RT will release with the general availability of Windows 8, and the Windows 8 Pro model will be available about 90 days later.
A major highlight is the keyboard that doubles as a cover. The 3 mm Touch Cover represents a step forward in human-computer interface. Using a unique pressure-sensitive technology, Touch Cover senses keystrokes as gestures, enabling you to touch-type significantly faster than with an on-screen keyboard. Touch Cover clicks into Surface via a built-in magnetic connector, forming a natural spine like you find on a book, and works as a protective cover.
?The keyboard/cover combo is a fantastic idea and will surely appeal to the consumers,? said Faisal Kawoos, lead analyst (electronics practice) at CyberMedia Research (CMR). ?Also, Apple has demonstrated the benefits of an integrated approach to hardware and software in its best-selling products.
Therefore, the move by Microsoft to bundle its Surface with robust hardware and highly responsive software is logical,? he said. Apple has sold 67 million iPads in two years since launch.
Cut to the scenario in India. ?Tablet sales touched 4,75,000 units in 2011 and 3,00,000 tablets have already been sold as on date during this year,? said Naveen Mishra, lead analyst, telecom practice, CyberMedia Research. ?In India, the tablet has very quickly metamorphosed from being a luxury product for the select few, to one that has appeal to a wide range of customer segments. The Indian market has become very competitive since 4Q 2010, when the first tablet model was introduced in the country by Samsung. The Apple iPad, the most well recognised tablet, arrived in India only in January 2011. Therefore, Microsoft will have to position its Surface tablet at attractive price points, along with useful and relevant content for the Indian consumer,? he added.
