Surface 2 Won't Improve Microsoft's Tablet Fortunes: 10 Reasons Why

 
 
By Don Reisinger  |  Posted 2013-09-26 Email Print this article Print
 
 
 
 
 
 
 
 

Microsoft on Sept. 23 unveiled the long-awaited Surface 2 tablet. Microsoft's Surface 2 is designed for Windows RT, the much-maligned and largely ignored operating system Microsoft is trying to push as an alternative to Android. The Surface 2 Pro, meanwhile, comes with the same basic design as its predecessor, but delivers improved internal specs and can run a full version of Windows 8.1 Pro. That device is designed with enterprise customers in mind. Truth be told, however, there isn't much more to like in Microsoft's new Surface line than the original versions. Yes, the devices are more powerful and their covers have gotten a little smarter, but when it comes to actually delivering market success, it appears the tablets are destined for failure. Microsoft might have what it takes to win out in software. But on the hardware side—at least right now—the company is having significant trouble. This eWEEK slide show highlights the reasons the Surface 2 models won't be much more successful than their predecessors.

 
 
 
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  • Surface 2 Won't Improve Microsoft's Tablet Fortunes: 10 Reasons Why

    By Don Reisinger
    0-Surface 2 Won't Improve Microsoft's Tablet Fortunes: 10 Reasons Why

  • The Design Didn't Work the First Time Around

    Microsoft believes that its product design is strong enough to hold up for a second generation. While the Surface's design was fine the first time around, it wasn't necessarily on the same level as Apple's iPad. The Surface needed a design overhaul to appeal to certain customers, and unfortunately, it didn't get it.
    1-The Design Didn't Work the First Time Around

  • In Fact, Nothing Worked the First Time Around

    Let's be honest: the first Surface was a dud in terms of sales. At best, Microsoft has a single-digit market share in certain tablet markets around the world, and there's no indication that demand for the company's slates was improving. With that legacy, the Surface 2 might have some trouble overcoming the naysayers.
    2-In Fact, Nothing Worked the First Time Around

  • Windows RT Has No Legs to Stand On

    Microsoft continues to believe that Windows RT is a worthwhile platform. Unfortunately, few vendors agree. Even Acer, which has indicated in the past that it would invest heavily in Windows RT, has backed away from the platform, citing soft demand. Why does Microsoft think its new Surface RT 2 can change that?
    3-Windows RT Has No Legs to Stand On

  • Surface Pro 2 Is Expensive

    Companies around the globe are still contending with limited hardware budgets. Meanwhile, the Surface Pro 2 is targeted at corporate customers, and will set them back a whopping $899 to start. Considering the lowest-end flagship iPad goes for $499 to start, albeit without as much storage or Long-Term Evolution (LTE) service, that might be a hard sell to CIOs who want to improve productivity while keeping costs low.
    4-Surface Pro 2 Is Expensive

  • Microsoft Is Going Too Heavy on Accessories

    Microsoft has gone wild with its accessories for the Surface 2. In addition to an improved cover, the company's customers can pick up docking stations, wireless adapters for their covers, the Arc Touch Mouse and other add-ons. It's hard to understand why Microsoft would pile on the accessories when the tablets themselves haven't become big sellers.
    5-Microsoft Is Going Too Heavy on Accessories

  • The Power Cover Is Cool but Really Expensive

    There's no debating it: The Power Cover is a really neat piece of technology. The device acts as a cover in one sense, but doubles as a keyboard and charging station to vastly improve battery life. But there's one problem: Microsoft is charging $200 for the accessory. Really?
    6-The Power Cover Is Cool but Really Expensive

  • No One Likes to Be Locked In

    Microsoft definitely needed to provide value-added services with the Surface to appeal more to customers. However, the company has—just as it has so many times in the past—decided to lock folks into its own services. So, if they want cloud storage, they'll get 200GB free with SkyDrive. Want to place some calls or access free WiFi? They'll need Skype for that. No one likes to be locked in to certain services. That's why Google, while offering its own apps, has at least left Android open to other things. Too bad Microsoft didn't learn that lesson.
    7-No One Likes to Be Locked In

  • iPad Owners Are Loyal

    Microsoft's goal with the Surface 2 is to attract more iPad owners to its platform. In fact, Bill Gates said earlier this year in an interview that he believes the Surface platform will attract iPad and Android owners. But as Apple's consistently high market share in the tablet space has shown, iPad owners are loyal, and they don't like the idea of switching to other platforms. If the average iPad owner is who Microsoft wants to target—and it certainly seems that way—the company might be in for trouble when the Surface 2 hits store shelves.
    8-iPad Owners Are Loyal

  • What About the Average Consumer?

    Microsoft has divided its addressable market in a very odd way. The Surface RT is designed for the budget-conscious customer who doesn't necessarily care about Windows programs, but wants to use a Microsoft product. The Surface Pro 2, meanwhile, is designed with corporate customers in mind. But what about the average consumer who wants a hybrid experience similar to what the iPad delivers? Unfortunately, the Surface line doesn't try to reach that market.
    9-What About the Average Consumer?

  • The Release Date Is Plain Wrong

    Microsoft's decision to launch the Surface 2 line in October is a major blunder. Around the same time, Apple is expected to launch a new iPad, which means the Surface will go head-to-head with the world's most successful tablet. And as history has shown, there's only one result when a company tries to go head-to-head with a new Apple product—failure.
    10-The Release Date Is Plain Wrong
 
 
 
 
 
Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.
 
 
 
 
 

29 Comments for "Surface 2 Won't Improve Microsoft's Tablet Fortunes: 10 Reasons Why"

  • Ryan September 27, 2013 12:34 pm

    I've noticed there's alot of hate on these devices.. almost a full month before anyone has hands-on experience... making obvious errors in comparisons.. demonstrating little or no research into the capabilities.. "too heavy on accessories"? How is this a recipe for failure? Isn't that a strength of Apple products?

  • Kevin Fream September 27, 2013 12:29 pm

    The keyboard is closer to $100, not $200. Compare the top iPad to Surface Pro 2 and they are essentially the same price. Like the last 3 decades, you're not prevented from running third-party applications on Windows. Have you even tried a Surface? Most people wouldn't need anything else than the RT, which trounces iPad and Droid tablets in usability. Journalists are supposed to report facts and leave their biases to advertisers.

  • Really September 27, 2013 11:44 am

    #8 out of 12. Because they give you free stuff to encourage you to use their services, they are somehow "locking you in?" Last I checked, I can use Skype on any of the three platforms. I am only locked in when I use the either of the other two. This article / slideshow is horribly biased, if not completely misrepresentation. Competition is good. It makes both platforms work harder for the consumer. That shouldn't be discouraged.

  • Bill September 27, 2013 10:40 am

    Talk about a biased reviewer. The biggest drawback of Apple products is that you're locked into their platform -- can't run MS Office, etc. Surface RT now has that ability for the "average consumer" to enjoy. And the reviewer is dinging *Microsoft* for locking down the apps/services to its platform? What a joke. eWeek shouldn't dignify their site with this authors garbage.

    • Rob September 29, 2013 11:43 am

      Apple doesn't prevent you from running Office on the iPad. Microsoft does. There's some bias to the article but the comments are worse.

  • Keven September 27, 2013 9:54 am

    Although I do not believe that the Surface will penetrate the market very hard either (this coming from a very very happy surface pro owner), this article relies of BS doublespeak and seems poorly informed. 1 - Design: Everyone I know that has seen or used my surface loves the design. 2 - Dud?: Low market penetration doesn't mean a bad product. Everyone I know with a surface loves it.. I only know a few people with it but they have all become loyal. 3 - RT sucks. I agree. 4 - Pro is a COMPUTER not a tablet. People need to realize this. You can run photoshop on it. It's not a toy, it's a desktop replacement. 5 - Accessories: One of the things many people have attacked with the Surface was a lack of add ons. They give more and this article says "too many add ons"?! I love that mine has a real USB and I can add anything, but I will buy some of the new proprietary toys and Microsoft will make money off me because of that. 6 - Power Cover: I've owned HP pro notebooks with $250 add on batteries. $200 for a battery/keyboard hybrid is not really over priced and I will pay it. 7 - Locked in: You proved your ignorance here. Microsoft giving free add ons to other services they own as a promotion isn't LOCKING YOU IN to their service. You can install and use box or any other services you want on your device and this tab is just pure dishonesty or idiocy. Take your pick. 8 - User Loyalty: Of course if you spend a mess of money in one market you will stay in that market as you already have everything in it. Mainly when it comes to proprietary devices like the ipad. 9 - Average Customer: I don't even understand what is being said on this one. The RT is the same type of device as the iPad. I would argue that the Surface2 RT is significantly more powerful than any iPad is. What is this "Hybrid experience" that the iPad delivers? The iPad is an iPhone with a large screen and no cellular phone capabilities, it's not a mix between an iPhone and an iBook. Apple has never made a hybid device like that and likely never will. 10 - Release date: No clue, that's not my business.. but they will have my money on release as my wife has been coveting my Surface Pro since I purchased it and I will let her have mine and get a Pro2 with 8GB ram. Being a photographer at some major events - the ability to run Adobe Bridge / Photoshop on such a great little device with amazing editing options like the wacom pen directly on the screen and USB3 has been a fantastic experience and made many other people working in the media scrum envious. Bumping to a faster system with more ram will be even better and my wife will stop needing a notebook and a tablet when she picks up my REAL hybid device. Don't get me wrong - I realize that most people don't recognize the reality of the devices that are out there, what they can and cannot do and that will be the real death to innovative devices like this taking over the market - but ignorance in customers is to be expected. It's the ignorance of the journalist that annoys me.

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