The roller coaster generated with the price to which Surface will be sold is nothing more than a symptom of a difficult situation for Microsoft. And it is that the company founded by Bill Gates is late in the tablet sector and needs a hit of effect to be able to occupy an important place in it. Putting Surface on sale for € 200 would be a strong bet on the part of the company, and one of the few possible solutions to its situation, but it would lead to other problems. We analyze all keys.
Even though Microsoft was pioneer In the manufacture of slate-type devices, it is now in a rather delicate position, given the evolution of the tablet market and the strategy with which it Apple set the course to be followed by all other brands. Microsoft is late and does it with a device that raises doubts. You need to get something out of the hat very spectacular to get on the map, because iPad and Nexus 7 are quite well positioned in the market.
Put On SurfaceA 10 '' tablet with powerful specifications, on sale for € 200, could be a strategy to gain a foothold. Steve Ballmer announced that the tablet would be priced competitive and we are pretty sure it will be competitive if it costs just that. However, Microsoft would face the problem of recover investment Somehow, according to estimates, just making it would cost at least € 250. You have some options (although they are not as clear as Google or Amazon with Nexus 7 and Kindle Fire 2, respectively), in fact, you already managed to do something similar with Xbox in his day, taking advantage of online games. It could explode the subscriptions to some of their services such as Office 360, SkyDrive, Xbox Live or Xbox Music, it seems risky, but not far-fetched.
On the other hand, if we look at the business model to which Microsoft has accustomed us, the sale of its own hardware represents the company's foray into hostile terrain. Windows has become the reference operating system in the PC world (in addition to other good maneuvers) because it is not subject to any specific physical support and because the absolute majority of manufacturers adopted and promoted it (obviously, also for the benefit own). However, Windows 8 may not have this luck if, as it seems it could, the other brands turn their back to Microsoft by not being able to compete with a € 200 tablet.
Microsoft is forced to choose Surface for € 200, the rejection of former partners and the need to recoup a huge investment, or Surface at € 600 and the difficulties of displacing much better positioned competitors, with a legion of users behind and a very established brand image.