Sign in with
Sign up | Sign in

Analyst: Surface 'Truck' Can't Compete With iPad 'Sports Car'

By - Source: Yankee Group, Ovum | B 70 comments

As striking as Microsoft's Surface has been at its presentation, it did not take much time for analysts to doubt Microsoft's motivation and opportunity.

Especially the initial presentation, which not only revealed an unfinished product with Windows-typical screen freezes, analysts believe that the information that is available right now is rather confusing.

Analyst group Yankee noted that Microsoft did not address key consumers concerns such as price, battery life and connectivity options. The firm compared Apple's iPad the "Tesla sports car of the computing world, a product that delivers speed in style but only on smooth roads". In contrast, Microsoft's Surface was compared to "well designed, but traditional sports utility vehicle that can haul boats and climb a hill of rocks." The firm said that it doubts that "consumers will trade sports cars for trucks."

Another firm, Ovum, chimed in and noted that it was unclear what Microsoft was trying to achieve with the tablet how a "mishmash" of Windows for desktops and for tablets could make sense. At the very least, consumers could be left confused. The firm repeated the common suspicion that Surface was born out of frustration that hardware makers simply couldn't come up with a device that showcases Microsoft's Metro UI in Windows 8. However, the company also notes that Microsoft may not be happy with OS licensing fees alone and may now be looking in hardware revenues as well, which is, however, rather unlikely, given the razor thin margins today. Even Microsoft may not want to burden itself with a less profitable and painful additional business.

Ovum also highlights a problem that Microsoft could alienate it partners: "Rarely is it a good idea for an OS owner to start competing with its OEM partners, but Microsoft is clearly taking a page out of the Apple playbook by bringing Surface to market." The company also hit Yankee's concern of pricing information: “The lack of pricing information makes it impossible to judge, for certain, what the market impact will be, but it’s expected be positive given Windows' huge installed base and Microsoft's second-to-none partner ecosystem. However, to ensure true success, Microsoft must now get Surface into the hands of trend setters, influencers, and IT managers - easier said than done when they're all carrying around iPads."

Discuss
Display all 70 comments.
This thread is closed for comments
Top Comments
  • 31 Hide
    joytech22 , June 25, 2012 10:40 AM
    joex444lol, complete with screen freezes and viruses. lol... Windows.

    You must be new here, welcome to Tom's Hardware.

    Here we have people who know what they are talking about, sadly you will NOT be joining their ranks.
    Mac's are not immune to hanging and viruses you dork, my iMac freezes when I load a site with too many GIF's.

    Oh, did you happen to miss the entire Flashback pandemic that affected over 500,000 Mac's?
  • 30 Hide
    monktongaz , June 25, 2012 10:43 AM
    joex444lol, complete with screen freezes and viruses. lol... Windows.


    What on earth are you talking about? My daily Windows machine hasn't frozen in over 3 years of constant use and my last virus was.. hell, about 10 years ago.

    My 1 year old Macbook on the other hand, has no such luck.
  • 28 Hide
    joytech22 , June 25, 2012 10:26 AM
    Quote:
    Surface 'Truck' Can't Compete With iPad 'Sports Car'


    What? Surface is the sports car here especially in the hardware department.
    Built-in kick stand, quality materials, FULLY FLEDGED OS.

    What the hell do they mean "truck"? Unless they mean its fully loaded. Hopefully the price doesn't reflect that.
    Honestly, Surface will be my next tablet. You can get a touch typing keyboard and screen protector combo for it, you can have your entire office suite installed (VERY important to me), its portable and very powerful whilst supporting my Windows applications at the same time. (x86 version)

    I'm just hoping battery life is competitive.
Other Comments
  • 17 Hide
    The_Trutherizer , June 25, 2012 10:09 AM
    Well the main problem is that the surface is priced like a sports car. If indeed it is a 'Truck' and it was priced like a truck then it would compete just fine.
  • 17 Hide
    ojas , June 25, 2012 10:12 AM
    I though IT managers steered clear of idevices.

    Anyway, analysts say a lot of things. Will i a want a surface tablet? When the price is right, yes.
  • 28 Hide
    joytech22 , June 25, 2012 10:26 AM
    Quote:
    Surface 'Truck' Can't Compete With iPad 'Sports Car'


    What? Surface is the sports car here especially in the hardware department.
    Built-in kick stand, quality materials, FULLY FLEDGED OS.

    What the hell do they mean "truck"? Unless they mean its fully loaded. Hopefully the price doesn't reflect that.
    Honestly, Surface will be my next tablet. You can get a touch typing keyboard and screen protector combo for it, you can have your entire office suite installed (VERY important to me), its portable and very powerful whilst supporting my Windows applications at the same time. (x86 version)

    I'm just hoping battery life is competitive.
  • 6 Hide
    monktongaz , June 25, 2012 10:32 AM
    I am genuinely interested in the surface, but not if it tries to compete with the iPad with a similar price. I don't desire a tablet enough to pay iPad prices for one. I'd imagine I'm not alone on that.
  • 31 Hide
    joytech22 , June 25, 2012 10:40 AM
    joex444lol, complete with screen freezes and viruses. lol... Windows.

    You must be new here, welcome to Tom's Hardware.

    Here we have people who know what they are talking about, sadly you will NOT be joining their ranks.
    Mac's are not immune to hanging and viruses you dork, my iMac freezes when I load a site with too many GIF's.

    Oh, did you happen to miss the entire Flashback pandemic that affected over 500,000 Mac's?
  • 30 Hide
    monktongaz , June 25, 2012 10:43 AM
    joex444lol, complete with screen freezes and viruses. lol... Windows.


    What on earth are you talking about? My daily Windows machine hasn't frozen in over 3 years of constant use and my last virus was.. hell, about 10 years ago.

    My 1 year old Macbook on the other hand, has no such luck.
  • 13 Hide
    olaf , June 25, 2012 11:03 AM
    lets be honest large it infrastructures are going to want and get windows especially if they will be able to run a 5y old program on it even if it's ipad priced
  • 27 Hide
    joytech22 , June 25, 2012 11:05 AM
    Zingam_DuoLucky you!On the same laptop Ubutu using Wubi (which means slow) loads in seconds, Windows 7 takes several minutes. Sometimes it cannot even wake the screen. Wow! And it become more and more corrupted each month. I guess I need to clean reinstall it after only 1.5 years.Windows, dude, is a giant with clay legs. It was, it is and it will always be!


    Alright, now load up steam, how about Visio or Project?
    No?

    Hmm. Oh! I know, Lets administrate our server back at the office and configure our switches firewall from home using the proprietary tools from Cisco.
    What's that? It doesn't work? Sorry sir HOW MUCH does it cost to migrate?

    Oh wait.. The extra time saved booting into Ubuntu would have been better served NOT looking for replacement methods needed to perform those tasks on Windows 7!

    By the way.. If you need to do an OS installation so soon you don't know how to maintain your system very well.
  • 12 Hide
    Anonymous , June 25, 2012 11:06 AM
    I loved iPad and the Android tablets but wanted a real, business OS. And some kind of a keyboard that didn't take a backpack to carry. Yeah, I'll get a wifi Surface -- I've pre-ordered the S III so I get the cute total gesturing and wide communication out of my system.

    All great devices, the best of what we have today.
  • 9 Hide
    memadmax , June 25, 2012 11:07 AM
    If the speculations of the price of Surface are wrong and the thing is significantly cheaper than has been speculated, and at least cheaper than the iCrap, then they may have a winner... The issues with Win8(for tablet, not desktop) will resolve themselves...
  • 24 Hide
    Anonymous , June 25, 2012 11:08 AM
    perhaps it's your hardware that's causing the freezing as I too have windows 7 and never had any of the problems you described
  • -9 Hide
    molo9000 , June 25, 2012 11:16 AM
    Isn't the Intel i5 Surface like Tesla Roadster?
    expensive, fast but out of battery in 5-6hours.
  • 23 Hide
    Dan_H , June 25, 2012 11:21 AM
    Maybe the Surface is a truck to the iPad sports car...but last I checked sports cars don't sell in anywhere near the numbers of trucks or SUVs. Besides, isn't it a little premature to be comparing a fully fledged product in its 3rd generation to a early prototype of a product that wont be out for 6 months?
  • 23 Hide
    830hobbes , June 25, 2012 11:26 AM
    I'd like to point out how horrible this metaphor is. They're saying a Ford F-150 would never outsell the Tesla Roadster? Hmm:

    F-150 - sold about 580,000 trucks last year
    Roadster - sold about 2500 cars total

    Don't get me wrong, there's no car I want more than a Tesla Roadster, but to compare an iPad to the Roadster and say it'll outsell a "truck" is moronic.
  • 24 Hide
    Anonymous , June 25, 2012 11:31 AM
    The Surface is not designed to compete directly with the iPad. It is designed to take advantage of Microsoft's utter domination of office computing and capture that market. The iPad is generally used as a recreation device. It used almost entirely for media consumption, browsing, and the like. Microsoft is going to capture the office market. Apple has never penetrated that market.
Display more comments