Microsoft Surface - Solution Marketing Case Study

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Case study by Dan MacLeod & Erik Grueter
from Solution Marketing course at The Boston Startup School. June 2012.

Published in: Business, Technology
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Microsoft Surface - Solution Marketing Case Study

  1. 1. Microsoft Surface –Is it a Solution?Dan MacLeod & Erik Grueter
  2. 2. Microsoft Surface: Is it a solution?By Dan MacLeod and Erik Grueter <2> http://www.microsoft.com/surface/en/us/default.aspx
  3. 3. Overview• A tablet with a built in keyboard-cover (tablet size & functionality w/ additional functionality of having a keyboard for maximizing productivity) http://www.microsoft.com/surface/en/us/gallery.aspx• Built entirely by Microsoft• 2 versions • Lightweight personal • Heavier, more expensive “pro” <3>
  4. 4. CompletenessPeople/users (4) Windows 8 is designed for touch-screen use and keyboardincreases functionality. Light, but powerful enough to function as a PC. Appeals toboth private and professional use. However, will probably be far more expensivethan conventional tablets. 2 different types, one to appeal to personal users andone to professional.http://www.informationweek.com/news/hardware/handheld/240002466Process (5) Fully integrated w/ Microsoft products, proven software in theworkplace. Tackling professional and personal tablet markets.Multiplatform (Windows 8 built to work across PC, tablet, and smartphone).Content information (4) Support for existing PC software (Adobe,Microsoft office), but app store (common for tablet and smartphones) isn’tdeveloped: lacking that ecosystem.http://www.microsoft.com/global/surface/en/us/renderingassets/surfacespecsheet.pdf <4>
  5. 5. CompletenessHardware/software (5) Great integration of hardware with software. Fulltactile keyboard/trackpad and support for Microsoft office turns the tablet into afull multimedia/productivity machine, good for both media consumption andoffice productivity. Challenger to ultrabooks and tablets.Services and support: (2.5) Horrible customer service reviews. Not asmuch information for business customer service, but Microsoft products are usedby many businesses, so assumption is that their business support is better.http://reviews.gethuman.com/customer-reviews/Microsoft-Tech-Support/ <5>
  6. 6. StrategyDifferentiated: (3) Same general concept as iPad and Android devices. Addedkeyboard differentiates and adds functionality. Shifting towards Apple’s marketing schemewith focus on aesthetics and hardware/software integration.http://macdailynews.com/2012/06/20/surface-vs-ipad-microsofts-getting-rusty-stealing-from-apple-with-video/Partners: (3) App-store isn’t developed, but could be in the future. However, this couldalso pose compatibility problems across devices.http://money.cnn.com/2012/05/24/technology/windows-app-store/index.htmPartner-friendly (1) Harming business relationships with 3rd-party vendors whothey’ve relied on up until now. Kept some 3rd party vendors in the dark, communicationfailure.http://www.tgdaily.com/consumer-electronics-brief/64175-do-pc-makers-feel-betrayed-over-microsofts-surface-tablet <6>
  7. 7. Final scoreHands-on: “What impressed us most was not the specs, but the sheer attentionto detail that went into building this product and the obvious effort put intointegrating its features. It seems to be a truly impressive design and engineering feat.However, there are just too many important, unanswered questions.”http://reviews.cnet.com/tablets/microsoft-surface-rt/4505-3126_7-35332494.html Total score: 27.5/40 If the tablet, keyboard, and software function as promised, the Surface will provide an effective solution by combining the media-consumption benefits of tablets with the productivity of ultrabooks. <7>
  8. 8. Sources1. http://www.technewsworld.com/story/75429.html2. http://www.microsoft.com/surface/en/us/about.aspx3. http://www.businessweek.com/articles/2012-06-19/why-microsofts-surface-tablet- should-shame-the-pc-industry4. http://www.pcworld.com/article/229285/windows_8_what_you_need_to_know.html)5. http://reviews.gethuman.com/customer-reviews/Microsoft-Tech-Support/6. http://www.tgdaily.com/consumer-electronics-brief/64175-do-pc-makers-feel-betrayed- over-microsofts-surface-tablet7. http://money.cnn.com/2012/05/24/technology/windows-app-store/index.htm8. http://www.microsoft.com/global/surface/en/us/renderingassets/surfacespecsheet.pdf9. http://www.informationweek.com/news/hardware/handheld/24000246610. http://reviews.cnet.com/tablets/microsoft-surface-rt/4505-3126_7-35332494.html <8>

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