If Microsoft (NASDAQ:
) was making even a ripple in the pond that is the tablet market,
it wouldn't be so silent about the numbers but so far, we've
heard very little from the company about the success of the
Maybe it's because the latest IDC data show that in the first
quarter, Microsoft shipped a total of 900,000 of its Surface
tablets to gain all of a 1.8 percent market share. Further,
tablets shipped with Windows OS came in at 3.3 percent-a 700
percent year of year increase. That's good news.
But back to the Surface. You might not know it but there's a
lot of debate going on among the tabletologist (yes, a made up
word) population. One side points to the hard data. The Surface
is a tablet that has been on the market since October. The
advertising campaign is pretty aggressive and if you're a fan of
the CBS drama, Elementary, you probably noticed the almost
laughable product placement.
It's not like consumers don't know about it-they're simply
choosing not to buy it and that's not good for a company which,
despite its rising stock price, isn't winning the hearts of
AllThingsD reminded us of this quote from Microsoft CEO Steve
"I don't think anybody has done a product that is the product
that I see customers wanting. You can go through the products
from all those guys … and none of them has a product that you can
really use. Not Apple. (NASDAQ:
) Not Google. (NASDAQ:
) Not Amazon. (NASDAQ:
) … [Surface] is a first-class tablet that people can enjoy and
appreciate. It's a PC; it's a tablet. It's for play; it's for
work. It's got a great price. That product doesn't exist
If that product existed in the Surface, why does the iPad
still hold an almost 40 percent market share?
But there's a strong legion of pro-Surface fans
too-particularly on the side of the Surface Pro, who say that it
serves the market of users who are looking for an experience
similar to a laptop. According to its proponents, it's ideal for
students and business professionals who need Microsoft
On a recent
article, one commenter said this:
"Surface Pro will never sell as much as the iPad does. What a
lot of people never realize is that iPad was so successful
because it brought out a very profound discovery - the majority
of people's computing experience isn't "deep" enough to need a
The argument that the Surface lovers make is that the iPad and
Surface Pro aren't comparable. The iPad satisfies basic computing
needs like media consumption, where the Surface Pro functions
like an Ultrabook allowing for a deeper level of computing.
Which brings up this question: Is Microsoft royally missing
the mark in its advertising of these products? Should it work
harder to go after the business and student demographic instead
of competing with the hordes of other tablets that competing for
the basic computing user?
(c) 2013 Benzinga.com. Benzinga does not provide investment
advice. All rights reserved.
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