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Strategy Analytics

Microsoft Surface Tablet: A Business Perspective on a Risky Strategy

Author: Mark Levitt

Publication Date: Jun 25 2012

Pages: 6

Report Type: Insight, Word


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Summary

Microsoft made a ground-breaking announcement on June 18 that it plans to release several Microsoft Surface tablets under its own brand running Windows 8 and Windows RT (Real Time). This risky decision, that could alienate its OEM partners, suggests the following assumptions about the business tablet market being made by Microsoft which may or may not prove to be correct:

- Microsoft's partners are unlikely to beat Apple, Google and other tablet makers in the business tablet market without a Microsoft offering to jump start the Windows tablet category.
- Microsoft is able to beat Apple iOS and Google Android devices with its own branded products in the business tablet market because of its experience, software and services for helping business customers secure and manage Windows devices.
- Business tablets are sufficiently important for the future of Microsoft's software business based on Windows 8 to justify the risk of co-opetition pushing its OEM partners to focus on the Android tablet market.

This Insight analyzes these assumptions as well as the risks and opportunities involved for Microsoft and its partners.

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