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

1. Microsoft Surface –
Is it a Solution?
Dan MacLeod & Erik Grueter

2. Microsoft Surface: Is it a solution?
By Dan MacLeod and Erik Grueter
<2> http://www.microsoft.com/surface/en/us/default.aspx

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”
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4. Completeness
People/users (4) Windows 8 is designed for touch-screen use and keyboard
increases functionality. Light, but powerful enough to function as a PC. Appeals to
both private and professional use. However, will probably be far more expensive
than conventional tablets. 2 different types, one to appeal to personal users and
one to professional.
http://www.informationweek.com/news/hardware/handheld/240002466
Process (5) Fully integrated w/ Microsoft products, proven software in the
workplace. 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’t
developed: lacking that ecosystem.
http://www.microsoft.com/global/surface/en/us/renderingassets/surfacespecsheet.pdf
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5. Completeness
Hardware/software (5) Great integration of hardware with software. Full
tactile keyboard/trackpad and support for Microsoft office turns the tablet into a
full multimedia/productivity machine, good for both media consumption and
office productivity. Challenger to ultrabooks and tablets.
Services and support: (2.5) Horrible customer service reviews. Not as
much information for business customer service, but Microsoft products are used
by many businesses, so assumption is that their business support is better.
http://reviews.gethuman.com/customer-reviews/Microsoft-Tech-Support/
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6. Strategy
Differentiated: (3) Same general concept as iPad and Android devices. Added
keyboard differentiates and adds functionality. Shifting towards Apple’s marketing scheme
with 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 could
also pose compatibility problems across devices.
http://money.cnn.com/2012/05/24/technology/windows-app-store/index.htm
Partner-friendly (1) Harming business relationships with 3rd-party vendors who
they’ve relied on up until now. Kept some 3rd party vendors in the dark, communication
failure.
http://www.tgdaily.com/consumer-electronics-brief/64175-do-pc-makers-feel-betrayed-over-microsofts-surface-tablet
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7. Final score
Hands-on: “What impressed us most was not the specs, but the sheer attention
to detail that went into building this product and the obvious effort put into
integrating 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.
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8. Sources
1. http://www.technewsworld.com/story/75429.html
2. http://www.microsoft.com/surface/en/us/about.aspx
3. http://www.businessweek.com/articles/2012-06-19/why-microsofts-surface-tablet-
should-shame-the-pc-industry
4. 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-tablet
7. http://money.cnn.com/2012/05/24/technology/windows-app-store/index.htm
8. http://www.microsoft.com/global/surface/en/us/renderingassets/surfacespecsheet.pdf
9. http://www.informationweek.com/news/hardware/handheld/240002466
10. http://reviews.cnet.com/tablets/microsoft-surface-rt/4505-3126_7-35332494.html
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