MICROSOFT WILL NEED IT TO BE SECOND TIME LUCKY IN MOBILE
Microsoft’s latest announcements has the IT community talking. Since their original Surface that flipped the 2in1 market on its head was released the IT market in general has been lacking innovation.
Apple may have brought a touch bar to it’s Macbook range that changes functions depending on the window open, but aside from Lenovo’s all screen YOGA the industry has had little to get excited about; until now.
With the announcements of the Surface Duo and Neo, Microsoft have rubber sealed their intention to once again get into our pockets.
GREAT PRODUCTS ON THE SURFACE
The announcements made were thick and fast, with Microsoft announcing a host of new products including Windows 10X, Surface Pro 7, Surface Pro X, the aforementioned Neo and Duo devices, the Surface Laptop 3 and Surface buds.
Headlines will be written about the smaller, foldable devices but some may see it as a bold move from Microsoft. The Galaxy Fold troubles have been well documented and competitors’ attempts to rival the Korean Giant’s device have either fallen through or come in the shape of a completely separate screen!
Although these new devices are inferior in the sense that there are two screens rather than one, Microsoft were clear that they are in the infancy of this product and, just like with the Surface, they are choosing to be early to this party.
LEARNING THE LESSONS
I’m sure a lot of us can still remember Microsoft’s last foray into the mobile space that resulted in the sale of the Nokia brand to HMD Global in 2016 for a reported £240 million, a far cry from the £4.5 billion Microsoft paid in 2012.
This time it feels different. Microsoft have let the dust settle, created and dominated a new segment in the PC world and used that platform and brand to attack the gaping hole in their portfolio.
What is interesting is they have given us a heads up and opened up APIs for developers. One of the main pain points of the Windows mobile OS was the lack of applications and, while developers will not need to adopt a whole new system, they will have over a year to optimise applications for the foldable market; using the ‘Foldable’ APIs announced by Google in November 2018.
Make no mistake, this is about mobile. Teaming up with Google for Android may well be a recognition that the wheel is already invented but, with apps like ‘Your Phone Companion’ that allows users to take calls, reply to texts (remember them) and manage notifications, Microsoft is ticking reasons off the list of why you should by Apple over Microsoft.
“This time it feels different. Microsoft have let the dust settle, created and dominated a new segment in the PC world and used that platform and brand to attack the gaping hole in their portfolio.”
GOOD FOR BUSINESS?
Only time will tell whether the second attempt will be a success in a business sense. My gut says that price will be a huge contributor given that Office and Teams are all readily available applications throughout the App and Play Stores.
I think it will come down to two questions: Would your employees be able to perform all the tasks they need to on such a small screen? Would they be willing to sacrifice the phone, tablet or laptop they currently use for a boxy, dual screened device?
