Hire a Mercenary CTO  For Startups and Scale ups

Microsoft Doubles Down on 2-in-1, Enterprise-first Surface Strategy

Microsoft today doubled down on the strategy to push its in-house Surface as a 2-in-1 device that does duty as laptop or tablet, serving not consumers but business customers. Rather than dive into the consumer market with a smaller-screen Surface, as most expected, Microsoft instead rolled out the Surface Pro 3, a third-generation convertible, or 2-in-1 that starts as a tablet, but with the addition of an optional keyboard ends as a lightweight notebook. That strategy, which was muddied when the company first launched the Surface line in 2012 -- Microsoft actually debuted its pure-tablet play, the Surface RT, first -- has been clarified. Today, Microsoft aimed the Surface squarely -- almost exclusively -- at commercial customers, those in business or heavily tilted toward productivity. The laptop mode of the Surface Pro 3 got the bulk of the attention from Microsoft's Panos Panay, the executive who leads the Surface team. "You've been told to buy a tablet, but you know you need a laptop," said Panay. "This is the tablet that can replace your laptop."

Tagged on: