The root causes of Microsoft's rapid turnaround from Surface 3 release

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A thunder from the ground, Microsoft suddenly sent surprise! Without warning, Microsoft suddenly released a new model of the surface family: Surface 3. For Microsoft, it seems like a big stroke of breath. After all, for a long time on the Windows Phone flagship model, Surface Pro 4 is out of the way, and only the peripheral mouse suit, a hardware product that could change Microsoft's ecology is a lot more. Especially on the eve of the upcoming release of Windows 10, Microsoft is making the most of its own eyeballs.

Surface 3 has almost never been exposed on the web before, and it's unthinkable for the tech-media, which is now pervasive, and even Apple's products have been leaked. It can be seen that Microsoft on surface 3 up and down a kung fu, want to blockbuster, in a swoop out of the mobile hardware terminal weak posture. The release of Surface 3 will be the beginning of a real transformation for Microsoft.

Highlights: Seconds to kill ipad, threat "Big bro"

Surface 3, where everyone is caught off guard, has a bright spot almost all over the body. In terms of hardware configuration, the 1.6GHz Intel Atom X7 processor with x86 architecture, HD graphics 200-600mhz core graphics, 10.8-inch 1920x1200 resolution, and up to 10 hours of battery life. This is just a simple, cold narrative, with more highlights hidden in the details. In terms of appearance, it is the "Boss" Surface Pro 3 of the smaller version, in the form of design, work materials and other aspects of the same, forcing lattice full. Three support angles, also optimized for the use of the experience.

And the aspect ratio changes from 16:9 on surface 2 and surface RT to 3:2, and you probably don't have a visual impression of numbers. But as a result, Surface 3 experience is greatly improved, the portrait mode is closer to the normal flat, and landscape mode is more suitable for notebook form. More important is the use of x86 's processor, allowing it to carry the full version of Windows 8.1, and later upgrade to Windows 10, and RT version is castrated can not use the. exe program has a congenital advantage.

Its 2GB RAM+64GB ROM version is priced at only $499, and even with a $129.99 type Cover, the price is only $630 (about 3870 yuan). You know, the IPad Air 2 version 64GB is priced at $599. Surface 3 has only 30 dollars (about RMB 184), and a large on the original keyboard. Not to mention the huge gap in productivity, Surface 3 seconds to kill ipad Air 2 is no pressure.

Compared with the "big bro" surface Pro 3, Surface 3 weighs just 620g, much less than the 800g of the former, and further improves mobility. More importantly, Surface Pro 3 is priced at $799, $300 higher than Surface 3 (about 1859 yuan)! In the case of a small difference in the mobile Office experience, a large price difference will allow many users to choose Surface 3 This "little brother". Microsoft's price system seems to be a little bit of a mess, the future launch of surface Pro 4 price will be about $100?

Mobile first Microsoft Fast steering no longer on the armchair

Since Nadra came to power, Microsoft has moved towards a "mobile first, cloud first" strategy. We can also see that Microsoft has done a lot of work, such as launching the Office suite for the iOS platform, free upgrades for Windows 101 years, and the waiver of licensing fees for devices under 10 inches. But overall, are in the system, application and other aspects of the fuss, more like for others, for the user "to do the wedding clothes", sacrificing the ego, to fulfill others.

Although this is a good foundation for Microsoft's transformation, but also to see the determination of Microsoft's change, but still poor "repair knife" that a bit. In terms of the soft and hard combination, Microsoft lacks a universal hardware product that can host its mobile-connected big dreams. Surface Pro 3 Although sales compared to the previous generation of products have improved, but ultimately because the positioning is too high, not suitable for the mass consumer. Surface 2 and RT series, but also let Microsoft lose can't find home. In this situation, the introduction of a suiface Pro 3 "shrink version", on the basis of not significantly affect the mobile experience, the price down to the extent that the mass consumer can withstand, it becomes a priority.

While the tablet market is flagging, the PC market continues to be sluggish, and Microsoft has a low investment in Windows Phone, Microsoft must choose a better category to exert its force. So we're going to see the release of Surface 3. Although it is similar in price to Apple, Samsung, Sony and other tablets, Surface 3 is not just an entertainment-oriented tablet. It's more like a hybrid notebook, a brand-new "super-book", similar to Apple's newest MacBook. Its release means that Microsoft's strategy to move quickly to the mobile Internet is no longer a paper-on-paper, but a real reality, and a huge castle in the ground is expected to be a building of foundations.

Change the Mobile Productivity tool shape Microsoft has a lot to do.

The current development direction of the notebook began to polarization, one is to the aliens as the representative of the pursuit of extreme performance, neglect of portability, endurance, etc., the second is the MacBook, ultra-polar This represents the pursuit of extreme portability and endurance, performance is second. The launch of Surface series, especially Surface 3, proves that Microsoft is sending a new signal to OEMs-the mobile productivity tool should be this form! In this respect, it is not fair to compare Surface 3 with the ipad Air 2, because they are essentially not the same product at all.

As far as I can see, Surface 3 is undoubtedly a code word and an artifact of office. It will attract many OEM manufacturers follow the trend, more and more similar products will be listed soon, completely change the situation of mobile office. But Microsoft still has a lot of work to do, such as optimizing the touch experience of the Office suite, the problem of text display at high resolution, the more reasonable price of productivity software, and the optimization of the domestic Microsoft server. The long road to Microsoft's transformation is now a small step ... (New discoveries of science and Technology, Constantine/Wen)

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The root causes of Microsoft's rapid turnaround from Surface 3 release