Wednesday, June 20th, 2012 - OVUM
OVUM COMMENT - Jan Dawson, Ovum’s Chief Telecoms Analyst

“There are no surprises in the software – the Surface tablet uses the same two desktop and RT versions of Windows 8 we've been hearing about. As such, nothing has changed there and it still looks like a huge break with the past on the surface but with a jarring switch back to the old desktop world hidden beneath.”

“In theory, it delivers all the benefits of both the tablet-optimized environment and the classic desktop approach and apps, but in reality the versions available to try at the moment are a horrible mishmash of the two worlds that is likely to be confusing for the consumer.”

On the hardware front, what does it say about the tablets Microsoft is seeing from its OEM partners as it gets ready to launch Windows 8, that they felt they needed to launch their own tablet? Either they are not happy with the devices out there, or they are not satisfied with only taking a licence fee from selling Windows based tablets. Either way, it is a huge vote of no confidence in its OEM partners, who should rightly feel slighted. It is rarely a good idea for an OS owner to start competing with its OEM partners, and this does not feel like an exception.

The device itself looks compelling, but as usual we are left without pricing information, making it impossible to judge for certain what the market impact will be. Windows does have a huge installed base, and to the extent that IT managers see this device in one of its versions as a replacement for the Windows computer it should see some decent desktop adoption. But whether it sees much consumer interest will depend entirely on price and whether Microsoft is able to fix the poor UI experience in Windows 8 and RT.



To find out more information contact Jennifer Duraisingam on +61 3 9601 6723, or email [email protected] for further details.

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Ovum provides clients with independent and objective analysis that enables them to make better business and technology decisions. Our research draws upon over 400,000 interviews a year with business and technology, telecoms and sourcing decision-makers, giving Ovum and our clients unparalleled insight not only into business requirements but also the technology that organisations must support. Ovum is an Informa business.
Jennifer Duraisingam
P: +61 (0)3 9601 6723


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