Microsoft Surface: Why More Is More - InformationWeek
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Michael Endler
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Microsoft Surface: Why More Is More

Microsoft may debut an expanded lineup of Surface tablets on May 20 -- including a bigger model. This could be just what Microsoft's tablets need to finally succeed.

Microsoft's May 20 Surface event in New York reportedly will include not only the long-awaited Surface Mini, which is expected use a Qualcomm processor and run Windows RT, but also at least one additional product that uses an Intel chip.

This expanded Surface family, should it appear, could be precisely what Microsoft's struggling device efforts need to get going. Sure, the Surface Mini alone would be a newsworthy play, but what if, as some have speculated, we also see a larger version of the Surface Pro?

If your first thought is, "Poor, doomed Microsoft, taking a failed idea, and making it bigger," let me explain.

[What will tomorrow's Windows look like? Read Microsoft Windows' Future: 8 Revelations.]

For anything but the lightest tasks, I wouldn't recommend the slow-as-molasses $249 Surface RT unless I wanted to sabotage someone. The Surface Pro is much nicer, but its fixed-position kickstand and poor battery life are deal breakers. I give Microsoft credit for the Power Cover, a keyboard accessory that boosts battery life, but $200? Good grief.

Microsoft's second-generation devices are significantly better, built with top-notch components, faster than their predecessors, and, thanks to a two-step kickstand, surprisingly more versatile. But it's easier than it should be to max out the Surface 2, and with a base price of $449, Microsoft should include a keyboard. The Surface Pro 2, meanwhile, refines the original's strengths but retains its biggest flaw: The device is ideal for only a certain breed of on-the-go user.

Will Microsoft debut a bigger, more powerful Surface Pro?
Will Microsoft debut a bigger, more powerful Surface Pro?

Specifically, if you need a small, light touchscreen device but don't want a pure tablet, and if you need to type but only in limited spurts, a Surface might satisfy your needs. But for almost everyone else, convergence isn't worth the compromise. If you like tablets, iPads and Android tablets offer richer experiences than the Surfaces, which distinguish themselves from other slates mostly by being more like laptops. If you're even a semi-heavy laptop user, you'll want a bigger keyboard and screen than Surfaces provide.

Even Microsoft doesn't know exactly what the Surfaces are. Its Office 365 Personal subscriptions allow you to categorize the Pro as either laptop or tablet. For some -- evidently few -- this flexibility sounds awesome. For the rest of us it's neither fish nor fowl.

That's why an expanded lineup makes sense. Microsoft hinged its original Surface bet on one size, but as the company's continued hardware losses testify, that design doesn't have mass-market appeal. It's fine for Microsoft to include niche products in its offerings, but base an entire product line around them? No, that won't work.

A Surface Mini and a larger Surface Pro would substantially broaden the product family's appeal; convergence would still be there for those who want it, but the line-up would also include a pure tablet play, as well as a performance-oriented machine that genuinely deserves the "Pro" designation.

As for the Surface Mini, don't be surprised if Microsoft offers a high-quality build while still undercutting the $299 non-Retina iPad Mini. Microsoft launched all its previous Surface devices at stubbornly high prices, but that was under retired CEO Steve Ballmer, who seemed determined to compete head-to-head with Apple.

New CEO Satya "Microsoft is an underdog" Nadella is in charge now. With all his talk of holistic strategies, Nadella might position the Surface Mini as a financial loss leader that feeds high-margin properties such as Office 365, and Microsoft Azure.

In a recent interview with Fox Business, Microsoft co-founder Bill Gates alluded to such a strategy. Asked about Surface profitability, he remarked,

Michael Endler joined InformationWeek as an associate editor in 2012. He previously worked in talent representation in the entertainment industry, as a freelance copywriter and photojournalist, and as a teacher. Michael earned a BA in English from Stanford University in 2005 ... View Full Bio

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User Rank: Apprentice
5/10/2014 | 1:08:33 PM
You are right... people who complain about it have probably just not even tried it.... I have a laptop, a Surface pro and a Windows phone... all working very well and in sync.... Windows 8.1 works well... only some people won't be able to acknowledge that because they are still in their cave eating an apple... and paying through their nose for it too.... By the way I use Dragon 12.5 for my thesis and it works great... on my Surface pro...
User Rank: Apprentice
5/10/2014 | 12:42:48 PM
Not so fast re disrespecting the Surface Pro. My wife and I both love ours.  I am a doctor and do all my charting, orders, etc with patients in the exam room in a natural face-to-face encounter with the person. I am not turned away looking at a computer monitor.  I use the built in microphone for Dragon Naturally Speaking.  My wife works out of the home and also does a lot of business travel, all with one computer.  We both use docking stations when at a desk, it has an elegant and quick in/out design.
User Rank: Apprentice
5/10/2014 | 12:41:13 PM
They should just call it a laptop and be done with it.
User Rank: Guru
5/10/2014 | 10:50:07 AM
We gave up on you, Microsoft -- when will you give up on us?
All the real reasons we hate Windows 8 still persist -- those crappy charms, two different control panels, very difficult to navigate Metro apps, a janky App Store clone being the only way to patch the thing...

This whole thing is like having a lover who is saddled with a horrible addiction and claims, "Oh but I can change!"  AND NEVER DOES.  Only minimal strides towards getting clean -- and then a complete relapse.  The hell continues.
User Rank: Strategist
5/10/2014 | 9:23:55 AM
Poor, doomed Microsoft, taking a failed idea, and making it bigger


Yes, Michael.


I totally agree.


And reading your article, even more so!
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