Tencent Technology News (macho) Beijing time on June 20th news, according to foreign media reports, Microsoft officially entered the hardware market on Monday by virtue of Surface tablet. Since then, analysts have pointed out that although the Surface seems to have very broad prospects for development, before becoming a real competitor Apple iPad, Surface needs to solve a lot of problems.
Microsoft shares were up nearly 3 percent in regular trading on the Nasdaq stock market as of Monday's close to $ 30.70 per share, as the Surface was widely praised by Wall Street and investors. But analysts have also expressed concern about the risks faced by Surface. They point to the lack of developer support for apps on the Windows 8 operating system as a top concern for Surface, and Microsoft's failure to announce the price and exact timing of the Surface tablet.
Peter Misek, an analyst at investment firm Jefferies, said: "While Microsoft hasn't announced a specific price for the Surface, the price of the Surface is only significantly lower than that of the iPad.”
Microsoft will launch two Surface tablets: one with Windows RT and the same chip design as most tablets; the other with Windows 8 Pro. Microsoft has not released a specific listing date for the two tablets.
Developers lack enthusiasm
“The most critical factor in determining the success of a tablet is the operating system, " Mr. Mishek said. Based on what we know about developers, we find that they generally lack a passion for Windows application development.”
Analysts have pointed out that Windows 8 tablets, while more light, but it is difficult to compete with the iPad, which provides users with more than 225,000 applications; also difficult to compete with the Samsung Galaxy Tab Google(microblogging)Android tablet.
According to other sources, just bought the hardware manufacturer Motorola mobile Google is also preparing to launch its own brand tablet products. Microsoft's decision to launch its own-brand tablet will also alienate longtime hardware partners, including Samsung and Hewlett-Packard.
But analysts have hinted that Microsoft's opening strategy in the tablet space seems more like an indication of the company's business direction than a desire to compete with its partners.
Josh Olson, a technology industry analyst at investment firm Edward Jones, said: "This is Microsoft's usual strategy: first to show their strength, then to become industry leaders, and then encourage others to join the industry.”
Sid Parakh, an analyst at investment fund firm McAdams Wright Ragen, said it was riskier for Microsoft to rely solely on computer vendors for hardware development.
“Microsoft is enriching itself, " Mr. Pallack said. Once things do not follow its trajectory, Microsoft is ready to expand to a certain area. This is actually an attempt by Microsoft to prove whether they have the ability to advance their own operating ecosystem.”
Microsoft's move will inevitably disappoint its hardware partners, but Olson said it is unlikely to trigger a long-term confrontation between the two sides.“There may be resistance from PC vendors, but ultimately they will have to continue working with Microsoft, " Olson said. Because Microsoft will continue to be a leader in the commercial and consumer operating systems market, this is the nature of the company.”
Microsoft, for its part, said it would only sell Surface tablets through its 25 retail and online stores in the United States. This suggests that Microsoft does not want direct competition with similar products from other hardware vendors at Best Buy and other stores.
The problem hasn't been solved.
At a new product launch event in Los Angeles, Microsoft's thin-skinned Surface did give industry watchers a jolt, but the company did not mention other things, including the Xbox video game console, and Microsoft is trying to build the game into its core entertainment products.
Jesse Divnich, a consultant and analyst at market research firm EEDAR, said: "This is a great opportunity for Microsoft to take advantage of the established loyal Xbox user base and start moving these consumers to other Microsoft hardware devices, while also ensuring that consumers remain in the Xbox Live ecosystem.”
Microsoft also did not mention anything about the Skype video call service or recent discussions with Barnes & Noble Inc.), But analysts expect Surface to highlight the capabilities of Skype and Nook tablets.
“All of these features will appear on Surface because they're some of the most basic features, " Parscale said.”
The most impressive feature of Surface is its soft keyboard with protective cover.
“While it's a simple accessory, the soft keyboard makes Surface more competitive, " said Citi analyst Walter Pritchard. Because it maintains the traditional interface favored by many users, this is what most users want.”
Adam Holt of Morgan Stanley said the combination of a USB port and a soft keyboard cover optimized for Skype would help Microsoft differentiate itself from other tablet makers.