Powerful, two-in-one? This concept is ineffective in the PC and tablet markets.

In the PC and tablet markets, this two-in-one model has passed the market incubator era, and market segments have become an inevitable trend based on user needs.

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Text/Zhang shule

Published in computing machine application Digest in 2014

The original title "surface pro 3, Microsoft may hit the wall again"

According to media reports, in May 20, Microsoft launched the surface pro 3 tablet in New York, which is different from the first and second generations of surface pro, microsoft's new product is no longer focusing on the concept of "tablet and notebook", but by highlighting the light and powerful performance, it creates a brand new image of the laptop killer, the idea of a battle for tablet computers is already very obvious. But can Microsoft's wishful thinking really start? After the press conference, there was a saying in the industry: I really don't know what surface pro 3 is!

Looking at your laptop with a tablet

Microsoft's plan is very simple. It is necessary to recover the decline of the previous two generations of surface and return to the commanding heights.

In 2012, Microsoft launched its first-generation Surface tablet as a revolutionary product. As a result, Microsoft's quarterly assets were even reduced by $0.9 billion. In the two-year and two-generation products, the surface did not beat the iPad's ideal. There is no need to compare the data. There are several people on the market who use the surface. Everyone knows.

It can be said that this ending was doomed at the beginning of surface design. According to the initial generation settings, Microsoft's surface is actually very disruptive. It has already integrated tablet and PC computers, both with the theoretical portability brought about by the small size of tablet computers, the X86 architecture chip has brought complete PC-level functions. By vertically integrating the hardware and software features, it has the opportunity to bring two-way impact to the traditional tablet computer market and the PC computer market.

However, a surface with a high expectation does not bring a substantial impact to users. From the perspective of a tablet, it has too few applications. There are more than 0.2 million applications for iPad, but there are only tens of thousands of surface applications. It was hard to make a new revolution on surface pro, so that PC software could run on a tablet, but users still did not find the feeling.

To this end, when the new surface was released, it was not as easy as the previous generation to launch a model that was equipped with a Windows RT system. Naturally, there was no mouse at either side of the mobile Internet or traditional office, as in the previous generation, instead, it fully impacted the laptop's website.

Surface pro 3 is to discard the tablet

Microsoft's first competitor in this battle is Mac Book Air. We can say that surface pro 3 is not a tablet at all, it just has a full-size, powerful, and expensive Ultrabook with the appearance of the tablet. This seems to prove jobs' Statement on the tablet: "The tablet itself is not a computer ". So if Microsoft wants to go through the big mountains of apple, it's not a tablet.

However, tablet computers can achieve superb combat power. This temptation is not strong for ordinary consumers, but for office workers, the image is full. Microsoft's surface Department's senior vice president, Panos banner, said at the press conference that surface pro 3 is suitable for everyone. Although the popularity of tablets has changed the computing world, most office users are still using laptops. Currently, 96% of users have a tablet and a laptop. So, why not combine them!

To put it bluntly, Microsoft wants to make everyone calculate the economic cost. Instead of buying two products, laptop and tablet, how can it achieve one-in-One enjoyment? In addition, the performance is more superb and will be very promising.

Microsoft's inherent thinking has shown its full potential here. It wants to continue the glory of the Windows system, unify the PC and tablet markets, and let iOS and Android go to hell!

Powerful, two-in-one, is outdated

Even so, the price of surface pro 3 is not flattering.

The starting price is $799, which seems to be $100 cheaper than the minimum configuration of MacBook Air. However, you cannot get a laptop-like experience. For perfect use, you also need to add $50 touch pen, $129 Type Cover and $199 docking station, and the price will soar. The price for high-performance laptops and mainstream tablets is only about $500. In addition to convenience, it is not cheaper to buy a complete surface pro 3 than a laptop or tablet.

The bigger problem is that the so-called laptop and tablet products have already appeared. Lenovo's yoga series and Asus's deformed tablet series, although not perfect, but at least in the minds of most consumers, their prices are even more comfortable.

For the whole industry, market segments have become the mainstream. In an inappropriate cross-industry analogy, when Procter & Gamble entered China in the 1980s S, it featured a variety of low-cost, two-in-one daily chemical products, boosting the backward Chinese market with weak consumption capabilities. However, after the new century, P & G's position in the global arena, especially in China, has become increasingly weak, because after the market has matured, Chinese people with strong consumption capabilities are more willing to buy product segments, to meet different needs.

Similarly, in the PC and tablet markets, this two-in-one model has passed the market incubator era, and market segments have become an inevitable trend based on user needs. The categories of such products as game books, video books, ultrabodes, and conventional laptops have been developed to meet diversified user needs from many aspects, while the tablet market has not yet been so subdivided, however, the trend of multi-dimensional and multi-functional development is also extremely obvious. Only one size, from 5 inch to 13 inch, or even 18 inch and other dozens of specifications, to fully meet the market long tail.

Opponent indicates no pressure

How far can Microsoft continue its brilliant Windows operating system in the Age of mobile Internet?

At least, the surface pro 3, which has been compromised by the outside world, is not capable of bringing Microsoft back. As far as the primary goal is concerned, it cannot put pressure on Mac Book Air that has been listed for more than a year.

There is no substantial difference in the continued flight force, the weight is a little lighter, the resolution is a little higher. But these are all details. The problem is that both competing products use the haswell processor. Apparently, the surface pro 3, born one year later, is a little behind in core hardware, it gives you a way to use haswell. Moreover, Intel has confirmed that the first batch of PCs with Broadwell chips will be available during the holiday shopping season, replacing haswell's next-generation Intel processors. In other words, people who buy surface pro 3 now may see more superior performance devices in the market six months later.

It will soon become obsolete, making it impossible for surface pro 3, as an innovative product, to cut a big cake from the laptop market as expected, "96% of users have laptops and tablets, and they have reason to wait and see for a while, continue working like this, and wait for better and faster, it is also able to bring out a superb entertainment or tablet integrated with office purposes, rather than purchasing surface pro 3 urgently." Some insiders, napanos banner, said with irony.

What's more important is that, once the outside world predicts that Microsoft will give up Windows RT and no longer launch the target mobile Internet, more like the surface rt of a tablet computer, Microsoft will be in the Post-PC era and mobile Internet era, will it lag behind again. After all, from the launch of surface pro 3 and a large number of comments made by Microsoft, Microsoft has already taken the road from tablet PC to flat-board laptop. In addition, the goal has also shifted from the mass market to enterprise users.

However, enterprise users do not seem to be eager to replace their laptops with Microsoft tablets that are not very familiar with and expensive at the moment, and are still not portable after many plug-ins are added. [Zhang shule: zsl13973399819]

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Powerful, two-in-one? This concept is ineffective in the PC and tablet markets.