Key to Microsoft Surface tablet success: Developer support and Pricing

The Financial Times Online commented on Tuesday that if Microsoft's Surface tablet wants to succeed, Developer support and pricing are the key factors.
The following is a summary of the comments:

So far, the information about Microsoft's Surface tablet is incomplete. We can see the appearance of this product, but we still have no idea about its real performance or pricing before it is available for sale. Today's evaluations can only be discussed in terms of functions (USB interface, bracket, touch keyboard, etc.), and most analysts can only bet on both sides, claiming that "execution is the key ".

To be successful, Microsoft's surface must be excellent, because the industry has always had such a self-contradictory Theory: Why can mobile devices be favored by consumers, the main reason is that mobile applications on the platform are rich. However, the contradiction is that developers can develop applications for the platform only when devices are favored and popular by consumers. Some may think that the Microsoft Surface tablet's support for office will attract many users, but this fact does not mean that the surface will certainly solve the support problems for developers and applications.

Pricing is also a critical factor. The Lumia smartphones jointly released by Microsoft and Nokia are examples. Lumia products have a high level of quality and other aspects, and have differentiated features from competitors. However, they are still not favored by consumers, because the price is too high. Since surface is Microsoft's proprietary brand, the company will have of control over product pricing. So far, Microsoft only said that the surface flat pricing will be "competitive" compared with existing products ". Analysts suggested that Microsoft should develop aggressive pricing policies for the surface to open up the market. Assume that the cost of the RT version of the low-end Surface tablet windows is USD 400, Microsoft can sell it at $300 (more favorable than the cheapest iPad), and assume that it will sell 10 million machines, it will sacrifice 4% of the company's pre-tax profits.

Consumers tend to trade off prices and values, while Microsoft urgently needs to protect its vulnerable brand. More importantly, Microsoft must consider global PC vendors such as Hewlett-Packard and Lenovo. If these PC manufacturers need to compete with the Surface tablet after the price subsidy, they will choose not to produce Windows tablets. Microsoft will have to consider it with caution to avoid disturbing OEM partners. You must know that, thanks to the support of these partners, Microsoft's software business can become one of the most profitable fields in the industry.

Reprinted: Win8 tablet Forum