Microsoft Accidentally Confirms Surface Mini - InformationWeek

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Microsoft Accidentally Confirms Surface Mini
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Michael Endler
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Michael Endler,
User Rank: Author
6/20/2014 | 2:49:05 PM
Re: Damned if you do, damned if you don't
I agree, Shane. It's a tough spot.

Here's one argument: Microsoft should only release a Mini if the rumored merger of Windows Phone and Windows RT isn't close to happening. Otherwise, I'd like to see Windows RT fold into Windows Phone to form an OS for smartphones and small tablets. Then, I could see Microsoft attempting some sort of kickass phablet that includes pen support. The mini tablet market has become so difficult partly because of cannibalization from phablets, so if Microsoft wants to do smaller devices, phablets aren't an unreasonable way to go. Not sure if they'd market such a device under the Surface or Lumia brands, but I like this idea. Carolina Milanesi, one of the analysts cited in the article, also thinks Microsoft might use its Nokia purchase, rather than the Surface line, to push small form factors.
Charlie Babcock
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Charlie Babcock,
User Rank: Author
6/20/2014 | 2:47:08 PM
Guerrilla marketing?
Sounds like an attempt at Steve Jobs-like guerrilla marketing. Not sure it works quite the same way for Microsoft.
Shane M. O'Neill
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Shane M. O'Neill,
User Rank: Author
6/20/2014 | 2:40:26 PM
Damned if you do, damned if you don't
This is a tough call for Microsoft. I agree with the analysts cited in the story that as a mobile slow-poke, Microsoft has to pick its spots. It can't take on every category -- maybe the Surface brand just needs more time to marinate. Yet as a mobile slow-poke Microsoft also can't wait too long to release a Surface Mini. It just gives Google, Amazon, and Apple more time to win over small tablet buyers. Bit of a Catch-22.
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