Microsoft Just Getting Started with Surface Brand

Microsoft recently told ABC News that the Surface line is just getting started, possibly hinting to the rumored Surface smartphone slated for the second half of 2013.

Currently the company is facing "tepid" reviews stemming from the pricey Surface Pro tablet which just launched here in the States on Saturday. It also hasn’t released official numbers regarding the total number of Surface RT units sold since its debut back in late October 2012. The latter tablet has seemingly suffered from a lack of mainstream retailer support whereas the new Intel-based model may suffer setbacks due to its "professional" price.

"We are focused on the professional segment and the road warrior," Panos Panay, the General Manager of Microsoft Surface, told ABC News in a phone interview. "The Pro is targeted at the professional road warrior who's moving and traveling and cannot compromise performance whatsoever."

The Surface RT was developed as a cheaper-priced grab-and-go tablet whereas Surface Pro should be viewed more as a laptop. As it stands now, the ARM-based Surface RT starts at $499 whereas the Intel-based Surface Pro model, which can run desktop applications, starts at $999.

"The focus really was to bring to bear a great PC that can be used for everything you want it to as a professional and when you want to transform it to a tablet you have that," he said. "As opposed to the Surface RT, which came out where we wanted to create a grab-tablet experience, where if you wanted to do a little more or do work, you could."

Mike Angiulo, Microsoft's Corporate Vice President for Windows Planning, added that Microsoft didn't develop a Surface laptop because its partners are doing an excellent job producing Windows 8 solutions in that form factor. He then went on to indicate that Microsoft may have already had a Surface tablet on the drawing board when it began developing Windows 8.

So what's next? Does Microsoft plan on producing a Surface laptop anyway? Panay wouldn't comment directly on future product plans, ABC News said. He instead said that Microsoft considers this a marathon, not a sprint, and that it may take some time for the Surface Pro tablet to adopt. Previous rumors indicated that the next step is a Surface-branded phone from Nokia using the newest build of Windows Phone 8.

"This is a good marathon for us, we are pretty excited about the short term and the long term," Panay said in the interview. "When you ask if you are making a laptop or a notebook, we have a pretty good selection of things we have been working on. It's pretty exciting."

Given all the feathers Microsoft ruffled with its partners after the announcement of its own Surface tablet last year, it's interesting to hear Microsoft say it hasn't developed a laptop because of its partners. That said, we may have a 50-50 chance of seeing a Surface smartphone this year.

 

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  • Quote:
    Currently the company is facing "tepid" reviews stemming from the pricey Surface Pro tablet

    Kevin, where are these "tepid" reviews? you mean the ones on every other tech website on the face of the planet apart from Tom's Hardware?
    You mean like the review from Anandtech?
    http://www.anandtech.com/show/6695/microsoft-surface-pro-review
    Post your own review, use as much detail as they have, then come back, till then I just can't stomach this deliberate anti-Microsoft agenda that is being ram-rodded down our throats by what has frankly become a shoddy excuse for a tech website
    14
  • Concept of Surface Pro is fundamentally brilliant, the thing that's making it get 'tepid' reviews (even though they aren't as tepid as you might try to make people believe it is) is the fact that tech is not up to par just yet. Just imagine how much better Surface 2 Pro will be with Haswell CPU, GT3 IGP, 256-512GB SSD and hopefully a higher capacity battery.
    If rumours about GT3 being on par with GTX 650 are true, it'll single-handedly cause a true revolution in casual gaming, not the angry birds and other similar garbage that has been quoted as such for past few years.
    If they add couple of extra USB ports for mouse and proper keyboard, it'll make for a great BYOC LAN events too which could eventually help that niche, opening possibilities for more e-sports tournament organizers who can't necessarily afford to secure dozens of PCs for players to play on, but are willing to organize small events on a more narrow scale (regionally speaking), for example small prize tournament for BarCraft event (watching Starcraft II tournament in a bar, basically) goers.
    12
  • Other Comments
  • Someone please explain Baldmer that running after other successes of 5 years ago is hardly called a marathon.
    -12
  • Quote:
    Currently the company is facing "tepid" reviews stemming from the pricey Surface Pro tablet

    Kevin, where are these "tepid" reviews? you mean the ones on every other tech website on the face of the planet apart from Tom's Hardware?
    You mean like the review from Anandtech?
    http://www.anandtech.com/show/6695/microsoft-surface-pro-review
    Post your own review, use as much detail as they have, then come back, till then I just can't stomach this deliberate anti-Microsoft agenda that is being ram-rodded down our throats by what has frankly become a shoddy excuse for a tech website
    14
  • Concept of Surface Pro is fundamentally brilliant, the thing that's making it get 'tepid' reviews (even though they aren't as tepid as you might try to make people believe it is) is the fact that tech is not up to par just yet. Just imagine how much better Surface 2 Pro will be with Haswell CPU, GT3 IGP, 256-512GB SSD and hopefully a higher capacity battery.
    If rumours about GT3 being on par with GTX 650 are true, it'll single-handedly cause a true revolution in casual gaming, not the angry birds and other similar garbage that has been quoted as such for past few years.
    If they add couple of extra USB ports for mouse and proper keyboard, it'll make for a great BYOC LAN events too which could eventually help that niche, opening possibilities for more e-sports tournament organizers who can't necessarily afford to secure dozens of PCs for players to play on, but are willing to organize small events on a more narrow scale (regionally speaking), for example small prize tournament for BarCraft event (watching Starcraft II tournament in a bar, basically) goers.
    12