Microsoft Surface tablet - new rules of the game in the market

Microsoft has approached the topic of tablets more than once, suffice it to recall that it was this company that created the first tablets with the help of its partners, before the appearance of the iPad there were more than a hundred such models. The company has adapted the version of Windows XP for tablets, but > it did not bring success. The main disadvantage of such devices was obvious - Microsoft went from the needs of the laptop and desktop market. It was possible to call a laptop a tablet, from which the keyboard was torn off and a touch screen was added. But calling it mobile was much more difficult. The obvious disadvantages were the short operating time, the presence of a fan and the heating of the case. This stemmed from the use of the x86 architecture. You only need to look at tablet sales in 2011 to see that Windows tablets didn't do well in that market. They fall under the “other” category, and webOS was also present there in 2011, which became popular due to the sale.

It is clear that any forecasts of research companies should be treated with some skepticism, they reflect not the reality of the future, but only a prediction. And it is possible that if the MS Surface takes off, then this schedule will change dramatically. To a greater extent, such forecasts reflect the aspirations of the market, its expectations. Most believe that Android will repeat history with smartphones and will eat away the market from iOS. This is the most likely scenario. But other players are not taken into account, they are not considered to be able to compete with iOS or Android. So is there room for another ecosystem?

Windows as a mobile operating system - a new OS reincarnation

During the presentation of the Surface tablet, Steve Ballmer noted that Windows 8 is not just another version of the OS, but an attempt to create a fundamentally new OS for mobile devices. Create a vision for the future. A lot is hidden in these words, for example, the fact that tablets eat off sales of ordinary PCs and laptops, that is, they directly affect the Windows market, reducing it. This threat has been understood for a long time, and Microsoft tried to respond to it using standard techniques - for example, shortly before the announcement of the iPad, they announced their Slate project, which never became popular. The reasons are described above.

Microsoft's strategy over the past decade has been to defend what has been achieved, to protect what the company has accumulated in previous periods. First of all, protection of the operating system, MS Office and developments for the corporate segment. Game consoles, as well as the unexpected appearance of Kinect, are exactly the same strategy. The development of Sony and Nintendo game consoles threatened the PC games market. Under the influence of external factors, Microsoft entered the game console market and eventually got Kinect, which I consider a very promising platform that can exist in isolation from the Xbox game console. But there is a certain passivity in the actions of the company, and exactly the same we see in the tablet market. This is a response under the influence of competitors who are entering a new niche and are trying to bypass Microsoft in an arc. The fact that Microsoft's strategy is winning is proved by the fact that Apple over the years has not been able to fundamentally change the balance of power in the OS market, its MacOS remains a fairly niche offering.

The challenge for Windows and Microsoft is to gain a foothold in the mobile space, and that challenge looks bigger than just releasing a tablet or an entire family of products. The ecosystem is important here, which includes phones, tablets, as well as the operating system and services. Microsoft is doing great in the area of ​​the OS, as well as applications for desktop PCs and laptops, but in the mobile space, the use of the same programs is difficult (different performance, run time, and so on). The company understands that this message - running desktop applications on a mobile device - is wrong. In particular, a version of Windows 8 called Windows RT appears specifically for this purpose, it is designed for ARM devices. Given that Windows 8 has a new interface, it requires rewriting existing programs, for RT this is enhanced by the fact that in addition to the interface, the system has a completely different performance. Personally, I do not see any problem in this, since most of the well-known programs and their manufacturers are supported by Microsoft, and by the time Windows RT appears, this software will be available. It remains an open question whether there will be one license for the version for tablet and laptop, or whether it will be a mixed license (discount for the purchase of the second program). But these are the details that we will find out shortly before the start of sales.

In announcing its tablet, Microsoft clearly wanted to overtake Google with the announcement of the Nexus. For some reason, many people thought that for the company in this announcement, the main product is the tablet itself. This is not true. The main product in the Microsoft Surface announcement is Windows RT.

The imaginary contradiction was seen by most commentators - the company begins to compete with its own partners, those who produce laptops and tablets on Windows. A lot has already been said about this, but the competition between Microsoft and other hardware manufacturers is extremely imaginary. However, just like the Google Nexus tablet, by and large, it is not a competitor to all other manufacturers. Both companies are not building these devices to copy the path of Apple, it is neither necessary nor possible.

The argument of those who advocate the competition version is simple. The cost of a Windows RT partner license is $85. This means that by default any tablet from Microsoft will be cheaper, its cost will be lower by the cost of the same license. From the point of view of common sense, probably, all manufacturers should stop producing such tablets, since they will not be able to compete on price with Microsoft. Is it possible that Microsoft is shooting itself in the foot? No, no, and no again. Unfortunately, reasoning of a general order does not work here, since those who reason are infinitely far from this market and its understanding.

So, the first thing that plays a role is the name of the manufacturer and the overall characteristics of the device, as well as its price. Let's start simple. There are many people in the world who prefer to buy Apple, but do not like Microsoft and vice versa. There are fans of the brand Asus, Acer, Samsung. And by default they are guided by the products of these companies. Therefore, any company that produces a device on Windows RT will get its own small piece of this market (share in unit sales). In terms of margin, of course, Microsoft will earn more if someone wants to release exactly the same tablet as the Microsoft Surface. But excuse me, why should a person or company be limited to choosing only one tablet? It's in Microsoft's DNA to offer many device options and configurations on their OS. This is done by the partners of the company, and this is their strength. Even the fact that the regular and PRO versions are initially available speaks in favor of greater species diversity. We were shown only the first devices on Windows RT, but by no means the last. Moreover, there will be almost a dozen such devices this year alone, and several dozen next year from various companies, including Microsoft.

Those who argue that Microsoft has entered into competition with its own partners are trying to squeeze the company's strategy into the Procrustean bed of Apple's ideology - one main product, which is the engine that creates sales. At Microsoft, the strategy is very different, the same as Google's with Android. A lot of different devices that differ in form factor, price, positioning - for different tastes and wallets. In the case of Apple, you can buy one or two devices, the price of them is quite stable. But spending less is impossible, either you have $500 for a new iPad in the bare minimum or you don't. In the world of Google and Microsoft, there are dozens of such devices, the price of each is not fixed, as is the profit of its manufacturer. To begin with, three partners have been selected for Windows RT and the first wave of launch in October - Texas Instruments, NVIDIA and Qualcomm. Each, in turn, has two manufacturing partners, each of which offers one form factor on Windows RT, and they do not overlap with others. For example, Asus will show a variant of Asus Transformer Prime (detachable hardware keyboard) on Windows RT. Such severe restrictions are imposed by Microsoft, the company wants to show a variety of products and demonstrate from the early days of Windows RT that this is not one device, but a whole universe of devices. A fundamentally different approach from Apple. And in the long term, it is winning, which is proved by the sales of Android smartphones.

I hope that after reading this explanation, you will not be replicating the misconception that Microsoft plans to compete with its own manufacturers when releasing a tablet. This is not true. We'll talk about the technical characteristics of the Surface later, but I want to note that this is a kind of minimum tablet configuration, it is possible that there will be cheaper devices, but here the company showed the minimum. Correctly consider and interpret Microsoft Surface as a reference device. However, so is Google Nexus.

Device sales as a metric of its success is another misconception

I'm not sure if Microsoft did this deliberately or just happened, but the company hasn't clarified the role of the Microsoft Surface at all. Above, I said that this is a reference device, but for whom is it produced? For end users? The obvious answer is yes. He's wrong.

Of course, all communications today are aimed at consumers. Of course, that each regional headquarters will receive plans for sales of Microsoft Surface (plans are not very ambitious and modest). And will sell this device. But we should not be misled by these actions. This is a device for sale Windows RT. This is a device to promote Windows RT. Nothing more, nothing less.

Despite the fact that during the presentation they showed a video that Microsoft has hardware developments - a mouse, keyboard, XBOX, Kinect, they did not convince me of anything. This is more of a distraction video than to demonstrate the seriousness of intentions regarding a particular product. Microsoft has always sold software and has been great at it. In 2012, the company takes a very bold step - dividing its line of operating systems into a mobile version (RT for ARM) and a regular one (Windows 8). There has never been such a division in the history of the company - it is impossible to consider Windows versions for workgroups or for different environments as such. Basically, it was the same Windows running on the x86 architecture. With the advent of Windows RT, the number of architectures increases - ARM is added to x86. So, Windows 8 and its sales are aimed at the already established market that Microsoft has and dominates. While Windows RT is a fundamentally new product that is starting to be sold in a niche that does not yet exist for Microsoft. And this is a market not only for tablets, but also for a huge number of other devices, including navigators in cars, all-in-one desktop computers, and so on. Of course, some of this market will be taken away from existing versions of Windows, but its lion's share for Microsoft simply does not exist today. In this paradigm, Windows RT is a cheaper, more mainstream product that targets new market segments. It is not excluded that over time it will overtake Windows 8 in sales, and this may happen much faster than we expect.

Which is more important for Microsoft, MS Surface sales or Windows RT sales? I think the answer is obvious - selling your own OS. Its distribution, as it is an environment for programs and services from Microsoft. Therefore, it is impossible to approach the assessment of the success of MS Surface based on unit sales. This product may not sell at all, but it will already fulfill its role. This is a product to demonstrate the capabilities of Windows RT and a clear signal to partners - we are serious and are going to actively promote this OS, this is not a toy. By the way, the signal was accepted by almost all OEMs, in 2013 in the second wave of launching Windows RT devices we will observe formal madness - dozens of models for every taste and budget.

No software vendor can fully control its hardware partners. This implies the impossibility of keeping many aspects of the software secret, plus the impossibility of conducting marketing campaigns. With this, for five years Google suffered in Android and came to exactly the same decision - to create, as it were, "own" Nexus devices, on which to show the advantages of new versions of the OS. The main marketing activity is aimed at the device in which the new version is installed. At the same time, no one is offended and there is simply no competition with other companies. It is in the minds of those who write about it in various publications, but this is a delusion, and nothing more.

So remember, the MS Surface doesn't play any role, it's a Windows RT demo device, and this product has already done its job.

Specifications of MS Surface - what is the PRO version

The company used the name Surface, which is known as Microsoft's touch table. The latter was renamed immediately after the launch of the tablet, now it is called (or the technology of such a smart table, there is no clarity here) - PixelSense. The Pro version of the Surface tablet uses the x86 architecture from Intel, in fact, this is a continuation of the Windows 7 tablets - the hardware specifications have been updated, but that's all. Obviously, these Pro tablets will compete with ultrabooks, but not regular tablets (Android or iPad, it doesn't really matter). I am not very interested in this direction, since it has already proved its inconsistency. Few people are interested in a heavy, large tablet that differs from a computer only in the absence of a keyboard. In the presence of ultrabooks, this direction does not look very promising. Microsoft, apparently, is aware of this, so they position such solutions for the segment where not people choose the device, but companies - the corporate segment. For him, the price of adapting the software really plays a role (for RT, it will have to be heavily rewritten, which is tantamount to creating from scratch), and more weight and less time do not play such a huge role. Compatibility with existing corporate networks and software in them is more important. Inside the Pro version is a full-fledged Windows 8, as well as a full version of the regular MS Office.Whereas just the Surface has Windows RT, as well as the RT version of MS Office (it's somewhat simpler, although I don't use all the richness of the same MS Word, and few people do). It is important that the license for MS Office for RT on Surface is Home and Students. In fact, this puts an end to the corporate use of these tablets, it is cheaper to buy the Pro version (taking into account corporate discounts, maintenance, and so on). Based on this, it is not worth evaluating the Surface Pro tablets as something conceived for the mass market. Of course, they will be on sale, someone will buy them. But it is impossible to assume that this will be a very large piece of the market. As I said above, Windows 8 is focused on maintaining current sales and current market segments. Exactly for the same purpose, a version of the Surface Pro tablets appeared. Microsoft can afford not to abandon it with the advent of ARM devices.

Let's take a look at brand new Windows RT devices using the MS Surface as an example (I didn't have a chance to play with this tablet, no one knew about it before the presentation, but I worked with its unannounced analogue for about a week - I think the impressions will be similar, here the OS plays the role).

< tr>

Features MS Surface MS Surface Pro
Processor ARM (NVIDIA Tegra3+) Intel Core i5 (Ivy Bridge)
Weight, grams 676 903
Thickness, mm 9.3< /td> 13.5
Screen 10.6" ClearType HD 10.6" ClearType Full HD
Internal memory 32/64 GB 64/128 GB
Battery 31.5 Wh 42 Wh
Working time, hours (depending on the mode) 10+ 6+
Connectors USB 2.0, Micro HD Video, 2×2 MIMO antennae USB 3.0, Mini DisplayPort Video, 2×2 MIMO antennae
OS version Windows RT Windows 8
Stylus support No Yes, add. accessory
Due date October December
Cost (estimated , junior model, USA) $499 $999

I think that all the fundamental differences are visible from the plate, I don’t want to talk about them anymore, since it is the usual Surface that is of most interest. It uses an updated version of the Tegra3 platform (I don't know if it will eventually be called Tegra3+, but the internal name won't tell you anything), in October, with the release of MS Surface, it will also appear in a number of other products, in particular, it is also used by Google Nexus for $199 but with a 7-inch screen. Interestingly, both Google and Microsoft, when creating their reference devices, were limited in the price they wanted to receive at the end. For this reason, both companies have abandoned 3G, as well as support for SIM cards. On the other hand, this is also a kind of differentiation from what other partner companies do.

Working time is the most pressing issue. Of course, it greatly depends on what the load will be and what you will do on the tablet. Unfortunately, the prototype I played with was not power optimized, so nothing can be evaluated. But I know that in the latest versions, the operating time is about ten hours when watching a video and the screen brightness is at half. I emphasize that this is not about a product from Microsoft. But its characteristics are fully consistent with what the company showed, and slightly surpass them. In plain text, I say that Android devices will appear on the same platform in the fall, they will also increase their operating time. I think that the parity between Windows RT and Android 4/5 will be full in terms of running time. And yes, the main thing is that the device practically does not heat up, unlike the latest iPad.

From the interesting - on the cover of the tablet there is a flip cover, you can put a tablet on it. Especially for this, the angle of the main camera was changed in the tablet, it is located at an angle of 22 degrees in order to transmit the correct angle while standing on the stand.

Let's take a break to watch the manufacturer's commercial for Surface.

Microsoft tablets are made from VaporMG, a specially treated magnesium alloy. EFFECT: lightness of the body and its strength are ensured. The screen is covered by the industry standard Gorilla Corning Glass.

I really liked the original covers called Touch Cover, they are 3 mm thick, made of leather. There are keys on the inside, but they are attached to the body with six magnets - everything is similar to SmartCover on the iPad. Interestingly, the charger is also on a magnet, as in Apple products. In 5 mm Type Cover, the keyboard also received arrows. Different colors are available for each cover. They support not only pressing, but also gestures. We'll have to see how it all will be in real life, but the accessory makes a good impression.

About prices. This exciting question at Microsoft has not been officially disclosed. But one birdie from that company sang to me that the price would be $499 pre-tax for the low-end model with 32GB of storage, and it's October. To believe this bird or not, I do not presume to judge, but this price is quite at the level of expectations and for a similar amount of memory. Microsoft won't dump prices, it will hurt partner sales, and Surface unit sales, as we said, are not that important.

Personally, I like that Windows RT tablets have achieved two things - they removed active cooling (fans), made the runtime longer and comparable to other tablets. Again, it will be necessary to compare in October, when the line of tablets from all manufacturers is updated, but Windows RT is quite up to par. The last thing to consider in terms of Windows RT tablets is their unique feature - support for MS Office out of the box.

MS Office as a competitive advantage for Microsoft

The main product, which is now more common than Windows, is the office suite from Microsoft. And the company is trying to use it as a competitive advantage, in particular, with the release of Windows Phone 7, this feature was emphasized among others.

The release of tablets with the same characteristics as Android-brothers, but the presence on board of a native and fully functional MS Office for a certain and fairly large category of people, will be the missing link to call tablets mature and successful. You can laugh or cry, but a huge number of people need MS Office, which is proved by its sales.

Microsoft gives out of the box and for free a version of MS Office with each of its tablets, only the license option differs. And this is a serious advantage that should not be underestimated. People don't care about tens of thousands of programs, they need a very specific functionality. As proof of this thesis, we can cite the history of the iPad, at the time of its appearance it did not have programs as such, but then they began to appear like mushrooms after rain. Microsoft has a huge number of developers, and most of the well-known programs for Windows RT will already be launched. I would not use the argument that the lack of programs for someone will be a limitation. For some, perhaps, but for many, the presence of MS Office is a huge and bold plus.

Unfortunately, for Microsoft, trying to make the office suite available only for its own devices can be considered a violation of antitrust laws. I don’t find any other explanation why the company is going to release versions for iOS/Android (it’s possible that the explanation is simpler – they want to bite off this piece of the market, to be on popular platforms). The introduction of MS Office for these platforms automatically means that the competitive advantage for MS Surface and similar tablets on Windows RT is lost. But the manufacturer always has a fly in the ointment on a barrel of honey. And here Microsoft has two scenarios - the first can be conditionally called price. For example, make the cost of the program for the iPad $99 and cut coupons from those who want to use this device. In fact, this will be price pressure on those who care about MS Office. A person will think what is better to buy.

But there is a second scenario that looks more likely. Produce a low cost but stripped down version of MS Office for other platforms. Here you can profit not only from sales, but also loudly argue that other devices are not as good for working with Office as native tablets. And believe me, this will also become an argument for many.

I don't know where Microsoft will go, but there is no other way. In November, we will see a version of MS Office for other platforms, I think that this rumor is well founded.

Short summary

I hope that this sufficiently detailed material was able to explain to you why Microsoft needs its own tablet or set of devices. This is by no means a competition with other manufacturers, but an opportunity to show off your devices and use marketing to the fullest. The main focus in this story is on Windows RT, the hero here is this OS, not tablets. But many people perceive events too straightforwardly, lose the causal relationship. Tablet announced? So Microsoft wants to beat the iPad. After all, the company cannot have any other desires. In this case, it is no longer worth considering WinRT as a system capable of working in different devices, since the iPad is one device. The limitations of this approach are visible to the naked eye.

For the first time in many years, Microsoft is trying to create a big story, namely a new ecosystem for a future world where mobile devices will dominate. I'll leave out of the brackets what will be in Windows Phone 8, it will become partially known one of these days. But all Microsoft's efforts are aimed at promoting not devices, but a bunch of devices and OS. And here the company uses its strengths. And it's completely stupid to think that Microsoft intended to fight with its partners at the expense of products. It’s just that sometimes, before drawing conclusions, one should try to figure out why companies take certain steps and what goals they face.

P.S. If you liked the material - then like, retweet and discuss. Thank you and good mood.

Full presentation

For those who want to see how it was, we offer the full version of the presentation, as usual, in English. Starring Steve Ballmer.

Microsoft Surface tablet - new rules of the game in the market

Microsoft has approached the topic of tablets more than once, suffice it to recall that it was this company that created the first tablets with the help of its partners, before the appearance of the iPad there were more than a hundred such models. The company has adapted the version of Windows XP for tablets, but > it did not bring success. The main disadvantage of such devices was obvious - Microsoft went from the needs of the laptop and desktop market. It was possible to call a laptop a tablet, from which the keyboard was torn off and a touch screen was added. But calling it mobile was much more difficult. The obvious disadvantages were the short operating time, the presence of a fan and the heating of the case. This stemmed from the use of the x86 architecture. You only need to look at tablet sales in 2011 to see that Windows tablets didn't do well in that market. They fall under the “other” category, and webOS was also present there in 2011, which became popular due to the sale.

It is clear that any forecasts of research companies should be treated with some skepticism, they reflect not the reality of the future, but only a prediction. And it is possible that if the MS Surface takes off, then this schedule will change dramatically. To a greater extent, such forecasts reflect the aspirations of the market, its expectations. Most believe that Android will repeat history with smartphones and will eat away the market from iOS. This is the most likely scenario. But other players are not taken into account, they are not considered to be able to compete with iOS or Android. So is there room for another ecosystem?

Windows as a mobile operating system - a new OS reincarnation

During the presentation of the Surface tablet, Steve Ballmer noted that Windows 8 is not just another version of the OS, but an attempt to create a fundamentally new OS for mobile devices. Create a vision for the future. A lot is hidden in these words, for example, the fact that tablets eat off sales of ordinary PCs and laptops, that is, they directly affect the Windows market, reducing it. This threat has been understood for a long time, and Microsoft tried to respond to it using standard techniques - for example, shortly before the announcement of the iPad, they announced their Slate project, which never became popular. The reasons are described above.

Microsoft's strategy over the past decade has been to defend what has been achieved, to protect what the company has accumulated in previous periods. First of all, protection of the operating system, MS Office and developments for the corporate segment. Game consoles, as well as the unexpected appearance of Kinect, are exactly the same strategy. The development of Sony and Nintendo game consoles threatened the PC games market. Under the influence of external factors, Microsoft entered the game console market and eventually got Kinect, which I consider a very promising platform that can exist in isolation from the Xbox game console. But there is a certain passivity in the company's actions, and we see exactly the same thing on the tablet market. This is a response under the influence of competitors who are entering a new niche and are trying to bypass Microsoft in an arc. The fact that Microsoft's strategy is winning is proved by the fact that Apple over the years has not been able to fundamentally change the balance of power in the OS market, its MacOS remains a fairly niche offering.

The challenge for Windows and Microsoft is to gain a foothold in the mobile space, and that challenge looks bigger than just releasing a tablet or an entire family of products. The ecosystem is important here, which includes phones, tablets, as well as the operating system and services. Microsoft is doing great in the area of ​​the OS, as well as applications for desktop PCs and laptops, but in the mobile space, the use of the same programs is difficult (different performance, run time, and so on). The company understands that this message - running desktop applications on a mobile device - is wrong. In particular, a version of Windows 8 called Windows RT appears specifically for this purpose, it is designed for ARM devices. Given that Windows 8 has a new interface, it requires rewriting existing programs, for RT this is enhanced by the fact that in addition to the interface, the system has a completely different performance. Personally, I do not see any problem in this, since most of the well-known programs and their manufacturers are supported by Microsoft, and by the time Windows RT appears, this software will be available. It remains an open question whether there will be one license for the version for tablet and laptop, or whether it will be a mixed license (discount for the purchase of the second program). But these are the details that we will find out shortly before the start of sales.

In announcing its tablet, Microsoft clearly wanted to overtake Google with the announcement of the Nexus. For some reason, many people thought that for the company in this announcement, the main product is the tablet itself. This is not true. The main product in the Microsoft Surface announcement is Windows RT.

The imaginary contradiction was seen by most commentators - the company begins to compete with its own partners, those who produce laptops and tablets on Windows. A lot has already been said about this, but the competition between Microsoft and other hardware manufacturers is extremely imaginary. However, just like the Google Nexus tablet, by and large, it is not a competitor to all other manufacturers. Both companies are not building these devices to copy the path of Apple, it is neither necessary nor possible.

The argument of those who advocate the competition version is simple. The cost of a Windows RT partner license is $85. This means that by default any tablet from Microsoft will be cheaper, its cost will be lower by the cost of the same license. From the point of view of common sense, probably, all manufacturers should stop producing such tablets, since they will not be able to compete on price with Microsoft. Is it possible that Microsoft is shooting itself in the foot? No, no, and no again. Unfortunately, reasoning of a general order does not work here, since those who reason are infinitely far from this market and its understanding.

So, the first thing that plays a role is the name of the manufacturer and the overall characteristics of the device, as well as its price. Let's start simple. There are many people in the world who prefer to buy Apple, but do not like Microsoft and vice versa. There are fans of the brand Asus, Acer, Samsung. And by default they are guided by the products of these companies. Therefore, any company that produces a device on Windows RT will get its own small piece of this market (share in unit sales). In terms of margin, of course, Microsoft will earn more if someone wants to release exactly the same tablet as the Microsoft Surface. But excuse me, why should a person or company be limited to choosing only one tablet? It's in Microsoft's DNA to offer many device options and configurations on their OS. This is done by the partners of the company, and this is their strength. Even the fact that the regular and PRO versions are initially available speaks in favor of greater species diversity. We were shown only the first devices on Windows RT, but by no means the last. Moreover, there will be almost a dozen such devices this year alone, and several dozen next year from various companies, including Microsoft.

Those who argue that Microsoft has entered into competition with its own partners are trying to squeeze the company's strategy into the Procrustean bed of Apple's ideology - one main product, which is the engine that creates sales. At Microsoft, the strategy is very different, the same as Google's with Android. A lot of different devices that differ in form factor, price, positioning - for different tastes and wallets. In the case of Apple, you can buy one or two devices, the price of them is quite stable. But spending less is impossible, either you have $500 for a new iPad in the bare minimum or you don't. In the world of Google and Microsoft, there are dozens of such devices, the price of each is not fixed, as is the profit of its manufacturer. To begin with, three partners have been selected for Windows RT and the first wave of launch in October - Texas Instruments, NVIDIA and Qualcomm. Each, in turn, has two manufacturing partners, each of which offers one form factor on Windows RT, and they do not overlap with others. For example, Asus will show a variant of Asus Transformer Prime (detachable hardware keyboard) on Windows RT. Such severe restrictions are imposed by Microsoft, the company wants to show a variety of products and demonstrate from the early days of Windows RT that this is not one device, but a whole universe of devices. A fundamentally different approach from Apple. And in the long term, it is winning, which is proved by the sales of Android smartphones.

I hope that after reading this explanation, you will not be replicating the misconception that Microsoft plans to compete with its own manufacturers when releasing a tablet. This is not true. We'll talk about the technical characteristics of the Surface later, but I want to note that this is a kind of minimum tablet configuration, it is possible that there will be cheaper devices, but here the company showed the minimum. Correctly consider and interpret Microsoft Surface as a reference device. However, so is Google Nexus.

Device sales as a metric of its success is another misconception

I'm not sure if Microsoft did this deliberately or just happened, but the company hasn't clarified the role of the Microsoft Surface at all. Above, I said that this is a reference device, but for whom is it produced? For end users? The obvious answer is yes. He's wrong.

Of course, all communications today are aimed at consumers. Of course, that each regional headquarters will receive plans for sales of Microsoft Surface (plans are not very ambitious and modest). And will sell this device. But we should not be misled by these actions. This is a device for sale Windows RT. This is a device to promote Windows RT. Nothing more, nothing less.

Despite the fact that during the presentation they showed a video that Microsoft has hardware developments - a mouse, keyboard, XBOX, Kinect, they did not convince me of anything. This is more of a distraction video than to demonstrate the seriousness of intentions regarding a particular product. Microsoft has always sold software and has been great at it. In 2012, the company takes a very bold step - dividing its line of operating systems into a mobile version (RT for ARM) and a regular one (Windows 8). There has never been such a division in the history of the company - it is impossible to consider Windows versions for workgroups or for different environments as such. Basically, it was the same Windows running on the x86 architecture. With the advent of Windows RT, the number of architectures increases - ARM is added to x86. So, Windows 8 and its sales are aimed at the already established market that Microsoft has and dominates. While Windows RT is a fundamentally new product that is starting to be sold in a niche that does not yet exist for Microsoft. And this is a market not only for tablets, but also for a huge number of other devices, including navigators in cars, all-in-one desktop computers, and so on. Of course, some of this market will be taken away from existing versions of Windows, but its lion's share for Microsoft simply does not exist today. In this paradigm, Windows RT is a cheaper, more mainstream product that targets new market segments. It is not excluded that over time it will overtake Windows 8 in sales, and this may happen much faster than we expect.

Which is more important for Microsoft, MS Surface sales or Windows RT sales? I think the answer is obvious - selling your own OS. Its distribution, as it is an environment for programs and services from Microsoft. Therefore, it is impossible to approach the assessment of the success of MS Surface based on unit sales. This product may not sell at all, but it will already fulfill its role. This is a product to demonstrate the capabilities of Windows RT and a clear signal to partners - we are serious and are going to actively promote this OS, this is not a toy. By the way, the signal was accepted by almost all OEMs, in 2013 in the second wave of launching Windows RT devices we will observe formal madness - dozens of models for every taste and budget.

No software vendor can fully control its hardware partners. This implies the impossibility of keeping many aspects of the software secret, plus the impossibility of conducting marketing campaigns. With this, for five years Google suffered in Android and came to exactly the same decision - to create, as it were, "own" Nexus devices, on which to show the advantages of new versions of the OS. The main marketing activity is aimed at the device in which the new version is installed. At the same time, no one is offended and there is simply no competition with other companies. It is in the minds of those who write about it in various publications, but this is a delusion, and nothing more.

So remember, the MS Surface doesn't play any role, it's a Windows RT demo device, and this product has already done its job.

Specifications of MS Surface - what is the PRO version

The company used the name Surface, which is known as Microsoft's touch table. The latter was renamed immediately after the launch of the tablet, now it is called (or the technology of such a smart table, there is no clarity here) - PixelSense. The Pro version of the Surface tablet uses the x86 architecture from Intel, in fact, this is a continuation of the Windows 7 tablets - the hardware specifications have been updated, but that's all. Obviously, these Pro tablets will compete with ultrabooks, but not regular tablets (Android or iPad, it doesn't really matter). I am not very interested in this direction, since it has already proved its inconsistency. Few people are interested in a heavy, large tablet that differs from a computer only in the absence of a keyboard. In the presence of ultrabooks, this direction does not look very promising. Microsoft, apparently, is aware of this, so they position such solutions for the segment where not people choose the device, but companies - the corporate segment. For him, the price of adapting the software really plays a role (for RT, it will have to be heavily rewritten, which is tantamount to creating from scratch), and more weight and less time do not play such a huge role. Compatibility with existing corporate networks and software in them is more important. Inside the Pro version is a full-fledged Windows 8, as well as a full version of the regular MS Office.Whereas just the Surface has Windows RT, as well as the RT version of MS Office (it's somewhat simpler, although I don't use all the richness of the same MS Word, and few people do). It is important that the license for MS Office for RT on Surface is Home and Students. In fact, this puts an end to the corporate use of these tablets, it is cheaper to buy the Pro version (taking into account corporate discounts, maintenance, and so on). Based on this, it is not worth evaluating the Surface Pro tablets as something conceived for the mass market. Of course, they will be on sale, someone will buy them. But it is impossible to assume that this will be a very large piece of the market. As I said above, Windows 8 is focused on maintaining current sales and current market segments. Exactly for the same purpose, a version of the Surface Pro tablets appeared. Microsoft can afford not to abandon it with the advent of ARM devices.

Let's take a look at brand new Windows RT devices using the MS Surface as an example (I didn't have a chance to play with this tablet, no one knew about it before the presentation, but I worked with its unannounced analogue for about a week - I think the impressions will be similar, here the OS plays the role).

< tr>

Features MS Surface MS Surface Pro
Processor ARM (NVIDIA Tegra3+) Intel Core i5 (Ivy Bridge)
Weight, grams 676 903
Thickness, mm 9.3< /td> 13.5
Screen 10.6" ClearType HD 10.6" ClearType Full HD
Internal memory 32/64 GB 64/128 GB
Battery 31.5 Wh 42 Wh
Working time, hours (depending on the mode) 10+ 6+
Connectors USB 2.0, Micro HD Video, 2×2 MIMO antennae USB 3.0, Mini DisplayPort Video, 2×2 MIMO antennae
OS version Windows RT Windows 8
Stylus support No Yes, add. accessory
Due date October December
Cost (estimated , junior model, USA) $499 $999

I think that all the fundamental differences are visible from the plate, I don’t want to talk about them anymore, since it is the usual Surface that is of most interest. It uses an updated version of the Tegra3 platform (I don't know if it will eventually be called Tegra3+, but the internal name won't tell you anything), in October, with the release of MS Surface, it will also appear in a number of other products, in particular, it is also used by Google Nexus for $199 but with a 7-inch screen. Interestingly, both Google and Microsoft, when creating their reference devices, were limited in the price they wanted to receive at the end. For this reason, both companies have abandoned 3G, as well as support for SIM cards. On the other hand, this is also a kind of differentiation from what other partner companies do.

Working time is the most pressing issue. Of course, it greatly depends on what the load will be and what you will do on the tablet. Unfortunately, the prototype I played with was not power optimized, so nothing can be evaluated. But I know that in the latest versions, the operating time is about ten hours when watching a video and the screen brightness is at half. I emphasize that this is not about a product from Microsoft. But its characteristics are fully consistent with what the company showed, and slightly surpass them. In plain text, I say that Android devices will appear on the same platform in the fall, they will also increase their operating time. I think that the parity between Windows RT and Android 4/5 will be full in terms of running time. And yes, the main thing is that the device practically does not heat up, unlike the latest iPad.

From the interesting - on the cover of the tablet there is a flip cover, you can put a tablet on it. Especially for this, the angle of the main camera was changed in the tablet, it is located at an angle of 22 degrees in order to transmit the correct angle while standing on the stand.

Let's take a break to watch the manufacturer's commercial for Surface.

Microsoft tablets are made from VaporMG, a specially treated magnesium alloy. EFFECT: lightness of the body and its strength are ensured. The screen is covered by the industry standard Gorilla Corning Glass.

I really liked the original covers called Touch Cover, they are 3 mm thick, made of leather. There are keys on the inside, but they are attached to the body with six magnets - everything is similar to SmartCover on the iPad. Interestingly, the charger is also on a magnet, as in Apple products. In 5 mm Type Cover, the keyboard also received arrows. Different colors are available for each cover. They support not only pressing, but also gestures. We'll have to see how it all will be in real life, but the accessory makes a good impression.

About prices. This exciting question at Microsoft has not been officially disclosed. But one birdie from that company sang to me that the price would be $499 pre-tax for the low-end model with 32GB of storage, and it's October. To believe this bird or not, I do not presume to judge, but this price is quite at the level of expectations and for a similar amount of memory. Microsoft won't dump prices, it will hurt partner sales, and Surface unit sales, as we said, are not that important.

Personally, I like that Windows RT tablets have achieved two things - they removed active cooling (fans), made the runtime longer and comparable to other tablets. Again, it will be necessary to compare in October, when the line of tablets from all manufacturers is updated, but Windows RT is quite up to par. The last thing to consider in terms of Windows RT tablets is their unique feature - support for MS Office out of the box.

MS Office as a competitive advantage for Microsoft

The main product, which is now more common than Windows, is the office suite from Microsoft. And the company is trying to use it as a competitive advantage, in particular, with the release of Windows Phone 7, this feature was emphasized among others.

The release of tablets with the same characteristics as Android-brothers, but the presence on board of a native and fully functional MS Office for a certain and fairly large category of people, will be the missing link to call tablets mature and successful. You can laugh or cry, but a huge number of people need MS Office, which is proved by its sales.

Microsoft gives out of the box and for free a version of MS Office with each of its tablets, only the license option differs. And this is a serious advantage that should not be underestimated. People don't care about tens of thousands of programs, they need a very specific functionality. As proof of this thesis, we can cite the history of the iPad, at the time of its appearance it did not have programs as such, but then they began to appear like mushrooms after rain. Microsoft has a huge number of developers, and most of the well-known programs for Windows RT will already be launched. I would not use the argument that the lack of programs for someone will be a limitation. For some, perhaps, but for many, the presence of MS Office is a huge and bold plus.

Unfortunately, for Microsoft, trying to make the office suite available only for its own devices can be considered a violation of antitrust laws. I don’t find any other explanation why the company is going to release versions for iOS/Android (it’s possible that the explanation is simpler – they want to bite off this piece of the market, to be on popular platforms). The introduction of MS Office for these platforms automatically means that the competitive advantage for MS Surface and similar tablets on Windows RT is lost. But the manufacturer always has a fly in the ointment on a barrel of honey. And here Microsoft has two scenarios - the first can be conditionally called price. For example, make the cost of the program for the iPad $99 and cut coupons from those who want to use this device. In fact, this will be price pressure on those who care about MS Office. A person will think what is better to buy.

But there is a second scenario that looks more likely. Produce a low cost but stripped down version of MS Office for other platforms. Here you can profit not only from sales, but also loudly argue that other devices are not as good for working with Office as native tablets. And believe me, this will also become an argument for many.

I don't know where Microsoft will go, but there is no other way. In November, we will see a version of MS Office for other platforms, I think that this rumor is well founded.

Short summary

I hope that this sufficiently detailed material was able to explain to you why Microsoft needs its own tablet or set of devices. This is by no means a competition with other manufacturers, but an opportunity to show off your devices and use marketing to the fullest. The main focus in this story is on Windows RT, the hero here is this OS, not tablets. But many people perceive events too straightforwardly, lose the causal relationship. Tablet announced? So Microsoft wants to beat the iPad. After all, the company cannot have any other desires. In this case, it is no longer worth considering WinRT as a system capable of working in different devices, since the iPad is one device. The limitations of this approach are visible to the naked eye.

For the first time in many years, Microsoft is trying to create a big story, namely a new ecosystem for a future world where mobile devices will dominate. I'll leave out of the brackets what will be in Windows Phone 8, it will become partially known one of these days. But all Microsoft's efforts are aimed at promoting not devices, but a bunch of devices and OS. And here the company uses its strengths. And it's completely stupid to think that Microsoft intended to fight with its partners at the expense of products. It’s just that sometimes, before drawing conclusions, one should try to figure out why companies take certain steps and what goals they face.

P.S. If you liked the material - then like, retweet and discuss. Thank you and good mood.

Full presentation

For those who want to see how it was, we offer the full version of the presentation, as usual, in English. Starring Steve Ballmer.

Microsoft Surface tablet - new rules of the game in the market

Microsoft has approached the topic of tablets more than once, suffice it to recall that it was this company that created the first tablets with the help of its partners, before the appearance of the iPad there were more than a hundred such models. The company has adapted the version of Windows XP for tablets, but > it did not bring success. The main disadvantage of such devices was obvious - Microsoft went from the needs of the laptop and desktop market. It was possible to call a laptop a tablet, from which the keyboard was torn off and a touch screen was added. But calling it mobile was much more difficult. The obvious disadvantages were the short operating time, the presence of a fan and the heating of the case. This stemmed from the use of the x86 architecture. You only need to look at tablet sales in 2011 to see that Windows tablets didn't do well in that market. They fall under the “other” category, and webOS was also present there in 2011, which became popular due to the sale.

It is clear that any forecasts of research companies should be treated with some skepticism, they reflect not the reality of the future, but only a prediction. And it is possible that if the MS Surface takes off, then this schedule will change dramatically. To a greater extent, such forecasts reflect the aspirations of the market, its expectations. Most believe that Android will repeat history with smartphones and will eat away the market from iOS. This is the most likely scenario. But other players are not taken into account, they are not considered to be able to compete with iOS or Android. So is there room for another ecosystem?

Windows as a mobile operating system - a new OS reincarnation

During the presentation of the Surface tablet, Steve Ballmer noted that Windows 8 is not just another version of the OS, but an attempt to create a fundamentally new OS for mobile devices. Create a vision for the future. A lot is hidden in these words, for example, the fact that tablets eat off sales of ordinary PCs and laptops, that is, they directly affect the Windows market, reducing it. This threat has been understood for a long time, and Microsoft tried to respond to it using standard techniques - for example, shortly before the announcement of the iPad, they announced their Slate project, which never became popular. The reasons are described above.

Microsoft's strategy over the past decade has been to defend what has been achieved, to protect what the company has accumulated in previous periods. First of all, protection of the operating system, MS Office and developments for the corporate segment. Game consoles, as well as the unexpected appearance of Kinect, are exactly the same strategy. The development of Sony and Nintendo game consoles threatened the PC games market. Under the influence of external factors, Microsoft entered the game console market and eventually got Kinect, which I consider a very promising platform that can exist in isolation from the Xbox game console. But there is a certain passivity in the company's actions, and we see exactly the same thing on the tablet market. This is a response under the influence of competitors who are entering a new niche and are trying to bypass Microsoft in an arc. The fact that Microsoft's strategy is winning is proved by the fact that Apple over the years has not been able to fundamentally change the balance of power in the OS market, its MacOS remains a fairly niche offering.

The challenge for Windows and Microsoft is to gain a foothold in the mobile space, and that challenge looks bigger than just releasing a tablet or an entire family of products. The ecosystem is important here, which includes phones, tablets, as well as the operating system and services. Microsoft is doing great in the area of ​​the OS, as well as applications for desktop PCs and laptops, but in the mobile space, the use of the same programs is difficult (different performance, run time, and so on). The company understands that this message - running desktop applications on a mobile device - is wrong. In particular, a version of Windows 8 called Windows RT appears specifically for this purpose, it is designed for ARM devices. Given that Windows 8 has a new interface, it requires rewriting existing programs, for RT this is enhanced by the fact that in addition to the interface, the system has a completely different performance. Personally, I do not see any problem in this, since most of the well-known programs and their manufacturers are supported by Microsoft, and by the time Windows RT appears, this software will be available. It remains an open question whether there will be one license for the version for tablet and laptop, or whether it will be a mixed license (discount for the purchase of the second program). But these are the details that we will find out shortly before the start of sales.

In announcing its tablet, Microsoft clearly wanted to overtake Google with the announcement of the Nexus. For some reason, many people thought that for the company in this announcement, the main product is the tablet itself. This is not true. The main product in the Microsoft Surface announcement is Windows RT.

The imaginary contradiction was seen by most commentators - the company begins to compete with its own partners, those who produce laptops and tablets on Windows. A lot has already been said about this, but the competition between Microsoft and other hardware manufacturers is extremely imaginary. However, just like the Google Nexus tablet, by and large, it is not a competitor to all other manufacturers. Both companies are not building these devices to copy the path of Apple, it is neither necessary nor possible.

The argument of those who advocate the competition version is simple. The cost of a Windows RT partner license is $85. This means that by default any tablet from Microsoft will be cheaper, its cost will be lower by the cost of the same license. From the point of view of common sense, probably, all manufacturers should stop producing such tablets, since they will not be able to compete on price with Microsoft. Is it possible that Microsoft is shooting itself in the foot? No, no, and no again. Unfortunately, reasoning of a general order does not work here, since those who reason are infinitely far from this market and its understanding.

So, the first thing that plays a role is the name of the manufacturer and the overall characteristics of the device, as well as its price. Let's start simple. There are many people in the world who prefer to buy Apple, but do not like Microsoft and vice versa. There are fans of the brand Asus, Acer, Samsung. And by default they are guided by the products of these companies. Therefore, any company that produces a device on Windows RT will get its own small piece of this market (share in unit sales). In terms of margin, of course, Microsoft will earn more if someone wants to release exactly the same tablet as the Microsoft Surface. But excuse me, why should a person or company be limited to choosing only one tablet? It's in Microsoft's DNA to offer many device options and configurations on their OS. This is done by the partners of the company, and this is their strength. Even the fact that the regular and PRO versions are initially available speaks in favor of greater species diversity. We were shown only the first devices on Windows RT, but by no means the last. Moreover, there will be almost a dozen such devices this year alone, and several dozen next year from various companies, including Microsoft.

Those who argue that Microsoft has entered into competition with its own partners are trying to squeeze the company's strategy into the Procrustean bed of Apple's ideology - one main product, which is the engine that creates sales. At Microsoft, the strategy is very different, the same as Google's with Android. A lot of different devices that differ in form factor, price, positioning - for different tastes and wallets. In the case of Apple, you can buy one or two devices, the price of them is quite stable. But spending less is impossible, either you have $500 for a new iPad in the bare minimum or you don't. In the world of Google and Microsoft, there are dozens of such devices, the price of each is not fixed, as is the profit of its manufacturer. To begin with, three partners have been selected for Windows RT and the first wave of launch in October - Texas Instruments, NVIDIA and Qualcomm. Each, in turn, has two manufacturing partners, each of which offers one form factor on Windows RT, and they do not overlap with others. For example, Asus will show a variant of Asus Transformer Prime (detachable hardware keyboard) on Windows RT. Such severe restrictions are imposed by Microsoft, the company wants to show a variety of products and demonstrate from the early days of Windows RT that this is not one device, but a whole universe of devices. A fundamentally different approach from Apple. And in the long term, it is winning, which is proved by the sales of Android smartphones.

I hope that after reading this explanation, you will not be replicating the misconception that Microsoft plans to compete with its own manufacturers when releasing a tablet. This is not true. We'll talk about the technical characteristics of the Surface later, but I want to note that this is a kind of minimum tablet configuration, it is possible that there will be cheaper devices, but here the company showed the minimum. Correctly consider and interpret Microsoft Surface as a reference device. However, so is Google Nexus.

Device sales as a metric of its success is another misconception

I'm not sure if Microsoft did this deliberately or just happened, but the company hasn't clarified the role of the Microsoft Surface at all. Above, I said that this is a reference device, but for whom is it produced? For end users? The obvious answer is yes. He's wrong.

Of course, all communications today are aimed at consumers. Of course, that each regional headquarters will receive plans for sales of Microsoft Surface (plans are not very ambitious and modest). And will sell this device. But we should not be misled by these actions. This is a device for sale Windows RT. This is a device to promote Windows RT. Nothing more, nothing less.

Despite the fact that during the presentation they showed a video that Microsoft has hardware developments - a mouse, keyboard, XBOX, Kinect, they did not convince me of anything. This is more of a distraction video than to demonstrate the seriousness of intentions regarding a particular product. Microsoft has always sold software and has been great at it. In 2012, the company takes a very bold step - dividing its line of operating systems into a mobile version (RT for ARM) and a regular one (Windows 8). There has never been such a division in the history of the company - it is impossible to consider Windows versions for workgroups or for different environments as such. Basically, it was the same Windows running on the x86 architecture. With the advent of Windows RT, the number of architectures increases - ARM is added to x86. So, Windows 8 and its sales are aimed at the already established market that Microsoft has and dominates. While Windows RT is a fundamentally new product that is starting to be sold in a niche that does not yet exist for Microsoft. And this is a market not only for tablets, but also for a huge number of other devices, including navigators in cars, all-in-one desktop computers, and so on. Of course, some of this market will be taken away from existing versions of Windows, but its lion's share for Microsoft simply does not exist today. In this paradigm, Windows RT is a cheaper, more mainstream product that targets new market segments. It is not excluded that over time it will overtake Windows 8 in sales, and this may happen much faster than we expect.

Which is more important for Microsoft, MS Surface sales or Windows RT sales? I think the answer is obvious - selling your own OS. Its distribution, as it is an environment for programs and services from Microsoft. Therefore, it is impossible to approach the assessment of the success of MS Surface based on unit sales. This product may not sell at all, but it will already fulfill its role. This is a product to demonstrate the capabilities of Windows RT and a clear signal to partners - we are serious and are going to actively promote this OS, this is not a toy. By the way, the signal was accepted by almost all OEMs, in 2013 in the second wave of launching Windows RT devices we will observe formal madness - dozens of models for every taste and budget.

No software vendor can fully control its hardware partners. This implies the impossibility of keeping many aspects of the software secret, plus the impossibility of conducting marketing campaigns. With this, for five years Google suffered in Android and came to exactly the same decision - to create, as it were, "own" Nexus devices, on which to show the advantages of new versions of the OS. The main marketing activity is aimed at the device in which the new version is installed. At the same time, no one is offended and there is simply no competition with other companies. It is in the minds of those who write about it in various publications, but this is a delusion, and nothing more.

So remember, the MS Surface doesn't play any role, it's a Windows RT demo device, and this product has already done its job.

Specifications of MS Surface - what is the PRO version

The company used the name Surface, which is known as Microsoft's touch table. The latter was renamed immediately after the launch of the tablet, now it is called (or the technology of such a smart table, there is no clarity here) - PixelSense. The Pro version of the Surface tablet uses the x86 architecture from Intel, in fact, this is a continuation of the Windows 7 tablets - the hardware specifications have been updated, but that's all. Obviously, these Pro tablets will compete with ultrabooks, but not regular tablets (Android or iPad, it doesn't really matter). I am not very interested in this direction, since it has already proved its inconsistency. Few people are interested in a heavy, large tablet that differs from a computer only in the absence of a keyboard. In the presence of ultrabooks, this direction does not look very promising. Microsoft, apparently, is aware of this, so they position such solutions for the segment where not people choose the device, but companies - the corporate segment. For him, the price of adapting the software really plays a role (for RT, it will have to be heavily rewritten, which is tantamount to creating from scratch), and more weight and less time do not play such a huge role. Compatibility with existing corporate networks and software in them is more important. Inside the Pro version is a full-fledged Windows 8, as well as a full version of the regular MS Office.Whereas just the Surface has Windows RT, as well as the RT version of MS Office (it's somewhat simpler, although I don't use all the richness of the same MS Word, and few people do). It is important that the license for MS Office for RT on Surface is Home and Students. In fact, this puts an end to the corporate use of these tablets, it is cheaper to buy the Pro version (taking into account corporate discounts, maintenance, and so on). Based on this, it is not worth evaluating the Surface Pro tablets as something conceived for the mass market. Of course, they will be on sale, someone will buy them. But it is impossible to assume that this will be a very large piece of the market. As I said above, Windows 8 is focused on maintaining current sales and current market segments. Exactly for the same purpose, a version of the Surface Pro tablets appeared. Microsoft can afford not to abandon it with the advent of ARM devices.

Let's take a look at brand new Windows RT devices using the MS Surface as an example (I didn't have a chance to play with this tablet, no one knew about it before the presentation, but I worked with its unannounced analogue for about a week - I think the impressions will be similar, here the OS plays the role).

< tr>

Features MS Surface MS Surface Pro
Processor ARM (NVIDIA Tegra3+) Intel Core i5 (Ivy Bridge)
Weight, grams 676 903
Thickness, mm 9.3< /td> 13.5
Screen 10.6" ClearType HD 10.6" ClearType Full HD
Internal memory 32/64 GB 64/128 GB
Battery 31.5 Wh 42 Wh
Working time, hours (depending on the mode) 10+ 6+
Connectors USB 2.0, Micro HD Video, 2×2 MIMO antennae USB 3.0, Mini DisplayPort Video, 2×2 MIMO antennae
OS version Windows RT Windows 8
Stylus support No Yes, add. accessory
Due date October December
Cost (estimated , junior model, USA) $499 $999

I think that all the fundamental differences are visible from the plate, I don’t want to talk about them anymore, since it is the usual Surface that is of most interest. It uses an updated version of the Tegra3 platform (I don't know if it will eventually be called Tegra3+, but the internal name won't tell you anything), in October, with the release of MS Surface, it will also appear in a number of other products, in particular, it is also used by Google Nexus for $199 but with a 7-inch screen. Interestingly, both Google and Microsoft, when creating their reference devices, were limited in the price they wanted to receive at the end. For this reason, both companies have abandoned 3G, as well as support for SIM cards. On the other hand, this is also a kind of differentiation from what other partner companies do.

Working time is the most pressing issue. Of course, it greatly depends on what the load will be and what you will do on the tablet. Unfortunately, the prototype I played with was not power optimized, so nothing can be evaluated. But I know that in the latest versions, the operating time is about ten hours when watching a video and the screen brightness is at half. I emphasize that this is not about a product from Microsoft. But its characteristics are fully consistent with what the company showed, and slightly surpass them. In plain text, I say that Android devices will appear on the same platform in the fall, they will also increase their operating time. I think that the parity between Windows RT and Android 4/5 will be full in terms of running time. And yes, the main thing is that the device practically does not heat up, unlike the latest iPad.

From the interesting - on the cover of the tablet there is a flip cover, you can put a tablet on it. Especially for this, the angle of the main camera was changed in the tablet, it is located at an angle of 22 degrees in order to transmit the correct angle while standing on the stand.

Let's take a break to watch the manufacturer's commercial for Surface.

Microsoft tablets are made from VaporMG, a specially treated magnesium alloy. EFFECT: lightness of the body and its strength are ensured. The screen is covered by the industry standard Gorilla Corning Glass.

I really liked the original covers called Touch Cover, they are 3 mm thick, made of leather. There are keys on the inside, but they are attached to the body with six magnets - everything is similar to SmartCover on the iPad. Interestingly, the charger is also on a magnet, as in Apple products. In 5 mm Type Cover, the keyboard also received arrows. Different colors are available for each cover. They support not only pressing, but also gestures. We'll have to see how it all will be in real life, but the accessory makes a good impression.

About prices. This exciting question at Microsoft has not been officially disclosed. But one birdie from that company sang to me that the price would be $499 pre-tax for the low-end model with 32GB of storage, and it's October. To believe this bird or not, I do not presume to judge, but this price is quite at the level of expectations and for a similar amount of memory. Microsoft won't dump prices, it will hurt partner sales, and Surface unit sales, as we said, are not that important.

Personally, I like that Windows RT tablets have achieved two things - they removed active cooling (fans), made the runtime longer and comparable to other tablets. Again, it will be necessary to compare in October, when the line of tablets from all manufacturers is updated, but Windows RT is quite up to par. The last thing to consider in terms of Windows RT tablets is their unique feature - support for MS Office out of the box.

MS Office as a competitive advantage for Microsoft

The main product, which is now more common than Windows, is the office suite from Microsoft. And the company is trying to use it as a competitive advantage, in particular, with the release of Windows Phone 7, this feature was emphasized among others.

The release of tablets with the same characteristics as Android-brothers, but the presence on board of a native and fully functional MS Office for a certain and fairly large category of people, will be the missing link to call tablets mature and successful. You can laugh or cry, but a huge number of people need MS Office, which is proved by its sales.

Microsoft gives out of the box and for free a version of MS Office with each of its tablets, only the license option differs. And this is a serious advantage that should not be underestimated. People don't care about tens of thousands of programs, they need a very specific functionality. As proof of this thesis, we can cite the history of the iPad, at the time of its appearance it did not have programs as such, but then they began to appear like mushrooms after rain. Microsoft has a huge number of developers, and most of the well-known programs for Windows RT will already be launched. I would not use the argument that the lack of programs for someone will be a limitation. For some, perhaps, but for many, the presence of MS Office is a huge and bold plus.

Unfortunately, for Microsoft, trying to make the office suite available only for its own devices can be considered a violation of antitrust laws. I don’t find any other explanation why the company is going to release versions for iOS/Android (it’s possible that the explanation is simpler – they want to bite off this piece of the market, to be on popular platforms). The introduction of MS Office for these platforms automatically means that the competitive advantage for MS Surface and similar tablets on Windows RT is lost. But the manufacturer always has a fly in the ointment on a barrel of honey. And here Microsoft has two scenarios - the first can be conditionally called price. For example, make the cost of the program for the iPad $99 and cut coupons from those who want to use this device. In fact, this will be price pressure on those who care about MS Office. A person will think what is better to buy.

But there is a second scenario that looks more likely. Produce a low cost but stripped down version of MS Office for other platforms. Here you can profit not only from sales, but also loudly argue that other devices are not as good for working with Office as native tablets. And believe me, this will also become an argument for many.

I don't know where Microsoft will go, but there is no other way. In November, we will see a version of MS Office for other platforms, I think that this rumor is well founded.

Short summary

I hope that this sufficiently detailed material was able to explain to you why Microsoft needs its own tablet or set of devices. This is by no means a competition with other manufacturers, but an opportunity to show off your devices and use marketing to the fullest. The main focus in this story is on Windows RT, the hero here is this OS, not tablets. But many people perceive events too straightforwardly, lose the causal relationship. Tablet announced? So Microsoft wants to beat the iPad. After all, the company cannot have any other desires. In this case, it is no longer worth considering WinRT as a system capable of working in different devices, since the iPad is one device. The limitations of this approach are visible to the naked eye.

For the first time in many years, Microsoft is trying to create a big story, namely a new ecosystem for a future world where mobile devices will dominate. I'll leave out of the brackets what will be in Windows Phone 8, it will become partially known one of these days. But all Microsoft's efforts are aimed at promoting not devices, but a bunch of devices and OS. And here the company uses its strengths. And it's completely stupid to think that Microsoft intended to fight with its partners at the expense of products. It’s just that sometimes, before drawing conclusions, one should try to figure out why companies take certain steps and what goals they face.

P.S. If you liked the material - then like, retweet and discuss. Thank you and good mood.

Full presentation

For those who want to see how it was, we offer the full version of the presentation, as usual, in English. Starring Steve Ballmer.

Microsoft Surface tablet - new rules of the game in the market

Microsoft has approached the topic of tablets more than once, suffice it to recall that it was this company that created the first tablets with the help of its partners, before the appearance of the iPad there were more than a hundred such models. The company adapted the version of Windows XP for tablets, but Iphone 6 and iphone6+ did not bring success. The main disadvantage of such devices was obvious - Microsoft went from the needs of the laptop and desktop market. It was possible to call a laptop a tablet, from which the keyboard was torn off and a touch screen was added. But calling it mobile was much more difficult. The obvious disadvantages were the short operating time, the presence of a fan and the heating of the case. This stemmed from the use of the x86 architecture. You only need to look at tablet sales in 2011 to see that Windows tablets didn't do well in that market. They fall under the “other” category, and webOS was also present there in 2011, which became popular due to the sale.

Microsoft has approached the topic of tablets more than once, suffice it to recall that it was this company that created the first tablets with the help of its partners; before the appearance of the iPad, there were more than a hundred such models. The company has adapted a version of Windows XP for tablets, but Iphone 6 and iphone6+ Iphone6 ​​and iphone6+ it did not bring success. The main disadvantage of such devices was obvious - Microsoft went from the needs of the laptop and desktop market. It was possible to call a laptop a tablet, from which the keyboard was torn off and a touch screen was added. But calling it mobile was much more difficult. The obvious disadvantages were the short operating time, the presence of a fan and the heating of the case. This stemmed from the use of the x86 architecture. You only need to look at tablet sales in 2011 to see that Windows tablets didn't do well in that market. They fall under the “other” category, and webOS was also present there in 2011, which became popular due to the sale.

It is clear that any forecasts of research companies should be treated with some skepticism, they reflect not the reality of the future, but only a prediction. And it is possible that if the MS Surface takes off, then this schedule will change dramatically. To a greater extent, such forecasts reflect the aspirations of the market, its expectations. Most believe that Android will repeat history with smartphones and will eat away the market from iOS. This is the most likely scenario. But other players are not taken into account, they are not considered to be able to compete with iOS or Android. So is there room for another ecosystem?

Windows as a mobile operating system - a new OS reincarnation

During the presentation of the Surface tablet, Steve Ballmer noted that Windows 8 is not just another version of the OS, but an attempt to create a fundamentally new OS for mobile devices. Create a vision for the future. A lot is hidden in these words, for example, the fact that tablets eat off sales of ordinary PCs and laptops, that is, they directly affect the Windows market, reducing it. This threat has been understood for a long time, and Microsoft tried to respond to it using standard techniques - for example, shortly before the announcement of the iPad, they announced their Slate project, which never became popular. The reasons are described above.

Microsoft's strategy over the past decade has been to defend what has been achieved, to protect what the company has accumulated in previous periods. First of all, protection of the operating system, MS Office and developments for the corporate segment. Game consoles, as well as the unexpected appearance of Kinect, are exactly the same strategy. The development of Sony and Nintendo game consoles threatened the PC games market. Under the influence of external factors, Microsoft entered the game console market and eventually got Kinect, which I consider a very promising platform that can exist in isolation from the Xbox game console. But there is a certain passivity in the company's actions, and we see exactly the same thing on the tablet market. This is a response under the influence of competitors who are entering a new niche and are trying to bypass Microsoft in an arc. The fact that Microsoft's strategy is winning is proved by the fact that Apple over the years has not been able to fundamentally change the balance of power in the OS market, its MacOS remains a fairly niche offering.

The challenge for Windows and Microsoft is to gain a foothold in the mobile space, and that challenge looks bigger than just releasing a tablet or an entire family of products. The ecosystem is important here, which includes phones, tablets, as well as the operating system and services. Microsoft is doing great in the area of ​​the OS, as well as applications for desktop PCs and laptops, but in the mobile space, the use of the same programs is difficult (different performance, run time, and so on). The company understands that this message - running desktop applications on a mobile device - is wrong.In particular, a version of Windows 8 called Windows RT appears specifically for this purpose, it is designed for ARM devices. Given that Windows 8 has a new interface, it requires rewriting existing programs, for RT this is enhanced by the fact that in addition to the interface, the system has a completely different performance. Personally, I do not see any problem in this, since most of the well-known programs and their manufacturers are supported by Microsoft, and by the time Windows RT appears, this software will be available. It remains an open question whether there will be one license for the version for tablet and laptop, or whether it will be a mixed license (discount for the purchase of the second program). But these are the details that we will find out shortly before the start of sales.

In announcing its tablet, Microsoft clearly wanted to overtake Google with the announcement of the Nexus. For some reason, many thought that for the company in this announcement, the main product is the tablet itself. This is not true. The main product in the Microsoft Surface announcement is Windows RT.

The imaginary contradiction was seen by most commentators - the company begins to compete with its own partners, those who produce laptops and tablets on Windows. A lot has already been said about this, but the competition between Microsoft and other hardware manufacturers is extremely imaginary. However, just like the Google Nexus tablet, by and large, it is not a competitor to all other manufacturers. Both companies are not building these devices to copy the path of Apple, it is neither necessary nor possible.

The argument of those who advocate the competition version is simple. The cost of a Windows RT partner license is $85. This means that by default any tablet from Microsoft will be cheaper, its cost will be lower by the cost of the same license. From the point of view of common sense, probably, all manufacturers should stop producing such tablets, since they will not be able to compete on price with Microsoft. Is it possible that Microsoft is shooting itself in the foot? No, no, and no again. Unfortunately, reasoning of a general order does not work here, since those who reason are infinitely far from this market and its understanding.

So, the first thing that plays a role is the name of the manufacturer and the overall characteristics of the device, as well as its price. Let's start simple. There are many people in the world who prefer to buy Apple, but do not like Microsoft and vice versa. There are fans of the brand Asus, Acer, Samsung. And by default they are guided by the products of these companies. Therefore, any company that produces a device on Windows RT will get its own small piece of this market (share in unit sales). In terms of margin, of course, Microsoft will earn more if someone wants to release exactly the same tablet as the Microsoft Surface. But excuse me, why should a person or company be limited to choosing only one tablet? It's in Microsoft's DNA to offer many device options and configurations on their OS. This is done by the partners of the company, and this is their strength. Even the fact that the regular and PRO versions are initially available speaks in favor of greater species diversity. We were shown only the first devices on Windows RT, but by no means the last. Moreover, there will be almost a dozen such devices this year alone, and several dozen next year from various companies, including Microsoft.

Those who argue that Microsoft has entered into competition with its own partners are trying to squeeze the company's strategy into the Procrustean bed of Apple's ideology - one main product, which is the engine that creates sales. At Microsoft, the strategy is very different, the same as Google's with Android. A lot of different devices that differ in form factor, price, positioning - for different tastes and wallets. In the case of Apple, you can buy one or two devices, the price of them is quite stable. But spending less is impossible, either you have $500 for a new iPad in the bare minimum or you don't. In the world of Google and Microsoft, there are dozens of such devices, the price of each is not fixed, as is the profit of its manufacturer. To begin with, three partners have been selected for Windows RT and the first wave of launch in October - Texas Instruments, NVIDIA and Qualcomm. Each, in turn, has two manufacturing partners, each of which offers one form factor on Windows RT, and they do not overlap with others. For example, Asus will show a variant of Asus Transformer Prime (detachable hardware keyboard) on Windows RT. Such severe restrictions are imposed by Microsoft, the company wants to show a variety of products and demonstrate from the early days of Windows RT that this is not one device, but a whole universe of devices. A fundamentally different approach from Apple. And in the long term, it is winning, which is proved by the sales of Android smartphones.

I hope that after reading this explanation, you will not be replicating the misconception that Microsoft plans to compete with its own manufacturers when releasing a tablet. This is not true. We'll talk about the technical characteristics of the Surface later, but I want to note that this is a kind of minimum tablet configuration, it is possible that there will be cheaper devices, but here the company showed the minimum. Correctly consider and interpret Microsoft Surface as a reference device. However, so is Google Nexus.

Device sales as a metric of its success is another misconception

I'm not sure if Microsoft did this deliberately or just happened, but the company hasn't clarified the role of the Microsoft Surface at all. Above, I said that this is a reference device, but for whom is it produced? For end users? The obvious answer is yes. He's wrong.

Of course, all communications today are aimed at consumers. Of course, that each regional headquarters will receive plans for sales of Microsoft Surface (plans are not very ambitious and modest). And will sell this device. But we should not be misled by these actions. This device is for sale Windows RT. This is a device to popularize Windows RT. Nothing more, nothing less.

Despite the fact that during the presentation they showed a video that Microsoft has hardware developments - a mouse, keyboard, XBOX, Kinect, they did not convince me of anything. This is more of a distraction video than to demonstrate the seriousness of intentions regarding a particular product. Microsoft has always sold software and has been great at it. In 2012, the company takes a very bold step - dividing its line of operating systems into a mobile version (RT for ARM) and a regular one (Windows 8). There has never been such a division in the history of the company - it is impossible to consider Windows versions for workgroups or for different environments as such. Basically, it was the same Windows running on the x86 architecture. With the advent of Windows RT, the number of architectures increases - ARM is added to x86. So, Windows 8 and its sales are aimed at the already established market that Microsoft has and dominates. While Windows RT is a fundamentally new product that is starting to be sold in a niche that does not yet exist for Microsoft. And this is a market not only for tablets, but also for a huge number of other devices, including navigators in cars, all-in-one desktop computers, and so on. Of course, some of this market will be taken away from existing versions of Windows, but its lion's share for Microsoft simply does not exist today. In this paradigm, Windows RT is a cheaper, more mainstream product that targets new market segments. It is not excluded that over time it will overtake Windows 8 in sales, and this may happen much faster than we expect.

Which is more important for Microsoft, MS Surface sales or Windows RT sales? I think the answer is obvious - selling your own OS. Its distribution, as it is an environment for programs and services from Microsoft. Therefore, it is impossible to approach the assessment of the success of MS Surface based on unit sales. This product may not sell at all, but it will already fulfill its role. This is a product to demonstrate the capabilities of Windows RT and a clear signal to partners - we are serious and are going to actively promote this OS, this is not a toy. By the way, the signal was accepted by almost all OEMs, in 2013 in the second wave of launching Windows RT devices we will observe formal madness - dozens of models for every taste and budget.

No software vendor can fully control its hardware partners. This implies the impossibility of keeping many aspects of the software secret, plus the impossibility of conducting marketing campaigns. With this, for five years Google suffered in Android and came to exactly the same decision - to create, as it were, "own" Nexus devices, on which to show the advantages of new versions of the OS. The main marketing activity is aimed at the device in which the new version is installed. At the same time, no one is offended and there is simply no competition with other companies. It is in the minds of those who write about it in various publications, but this is a delusion, and nothing more.

So remember, the MS Surface doesn't play any role, it's a Windows RT demo device, and this product has already done its job.

MS Surface specifications - what is the PRO version

The company used the name Surface, which is known as Microsoft's touch table. The latter was renamed immediately after the launch of the tablet, now it is called (or the technology of such a smart table, there is no clarity here) - PixelSense. The Pro version of the Surface tablet uses the x86 architecture from Intel, in fact, this is a continuation of the Windows 7 tablets - the hardware specifications have been updated, but that's all. Obviously, these Pro tablets will compete with ultrabooks, but not regular tablets (Android or iPad, it doesn't really matter). I am not very interested in this direction, since it has already proved its inconsistency. Few people are interested in a heavy, large tablet that differs from a computer only in the absence of a keyboard. In the presence of ultrabooks, this direction does not look very promising. Microsoft, apparently, is aware of this, so they position such solutions for the segment where not people choose the device, but companies - the corporate segment. For him, the price of adapting the software really plays a role (for RT, it will have to be heavily rewritten, which is tantamount to creating from scratch), and more weight and less time do not play such a huge role. Compatibility with existing corporate networks and software in them is more important. Inside the Pro version is a full-fledged Windows 8, as well as a full version of the regular MS Office.Whereas just the Surface has Windows RT, as well as the RT version of MS Office (it's somewhat simpler, although I don't use all the richness of the same MS Word, and few people do). It is important that the license for MS Office for RT on Surface is Home and Students. In fact, this puts an end to the corporate use of these tablets, it is cheaper to buy the Pro version (taking into account corporate discounts, maintenance, and so on). Based on this, it is not worth evaluating the Surface Pro tablets as something conceived for the mass market. Of course, they will be on sale, someone will buy them. But it is impossible to assume that this will be a very large piece of the market. As I said above, Windows 8 is focused on maintaining current sales and current market segments. Exactly for the same purpose, a version of the Surface Pro tablets appeared. Microsoft can afford not to abandon it with the advent of ARM devices.

Let's take a look at brand new Windows RT devices using the MS Surface as an example (I didn't have a chance to play with this tablet, no one knew about it before the presentation, but I worked with its unannounced analogue for about a week - I think the impressions will be similar, here the OS plays the role).

Specifications of MS Surface MS Surface Pro Processor ARM (NVIDIA Tegra3+) Intel Core i5 (Ivy Bridge) Weight, grams 676,903 Thickness, mm 9.3 13.5 Screen 10.6 inches, ClearType HD 10.6 inches, ClearType Full HD Built-in memory 32/64 GB 64/128 GB Battery 31.5 Wh 42 Wh Operating time, hours (depending on mode) 10+ 6+ Connectors USB 2.0, Micro HD Video, 2×2 MIMO antennae USB 3.0, Mini DisplayPort Video, 2×2 MIMO antennae Windows version RT Windows 8 Stylus support No Yes, optional Accessory Release date October December Cost (alleged, junior model, US) $499 $999

I think that all the fundamental differences are visible from the plate, I don’t want to talk about them anymore, since it is the usual Surface that is of most interest. It uses an updated version of the Tegra3 platform (I don't know if it will eventually be called Tegra3+, but the internal name won't tell you anything), in October, with the release of MS Surface, it will also appear in a number of other products, in particular, it is also used by Google Nexus for $199 but with a 7-inch screen. Interestingly, both Google and Microsoft, when creating their reference devices, were limited in the price they wanted to receive at the end. For this reason, both companies have abandoned 3G, as well as support for SIM cards. On the other hand, this is also a kind of differentiation from what other partner companies do.

Working time is the most pressing issue. Of course, it greatly depends on what the load will be and what you will do on the tablet. Unfortunately, the prototype I played with was not power optimized, so nothing can be evaluated. But I know that in the latest versions, the operating time is about ten hours when watching a video and the screen brightness is at half. I emphasize that this is not about a product from Microsoft. But its characteristics are fully consistent with what the company showed, and slightly surpass them. In plain text, I say that Android devices will appear on the same platform in the fall, they will also increase their operating time. I think that the parity between Windows RT and Android 4/5 will be full in terms of running time. And yes, the main thing is that the device practically does not heat up, unlike the latest iPad.

From the interesting - on the cover of the tablet there is a flip cover, you can put a tablet on it. Especially for this, the angle of the main camera was changed in the tablet, it is located at an angle of 22 degrees in order to transmit the correct angle while standing on the stand.

Let's take a break to watch the manufacturer's commercial for Surface.

Microsoft tablets are made from VaporMG, a specially treated magnesium alloy. EFFECT: lightness of the body and its strength are ensured. The screen is covered by the industry standard Gorilla Corning Glass.

I really liked the original covers called Touch Cover, they are 3 mm thick, made of leather. There are keys on the inside, but they are attached to the body with six magnets - everything is similar to SmartCover on the iPad. Interestingly, the charger is also on a magnet, as in Apple products. In 5 mm Type Cover, the keyboard also received arrows. Different colors are available for each cover. They support not only pressing, but also gestures. We'll have to see how it all will be in real life, but the accessory makes a good impression.

About prices. This exciting question at Microsoft has not been officially disclosed. But one birdie from that company sang to me that the price would be $499 pre-tax for the low-end model with 32GB of storage, and it's October. To believe this bird or not, I do not presume to judge, but this price is quite at the level of expectations and for a similar amount of memory. Microsoft won't dump prices, it will hurt partner sales, and Surface unit sales, as we said, are not that important.

Personally, I like that Windows RT tablets achieved two things - they removed active cooling (fans), made the run time longer and comparable to other tablets. Again, it will be necessary to compare in October, when the line of tablets from all manufacturers is updated, but Windows RT is quite up to par. The last thing to consider in terms of Windows RT tablets is their unique feature - support for MS Office out of the box.

MS Office as a competitive advantage for Microsoft

The main product, which is now more common than Windows, is the office suite from Microsoft. And the company is trying to use it as a competitive advantage, in particular, with the release of Windows Phone 7, this feature was emphasized among others.

The release of tablets with the same characteristics as Android-brothers, but the presence on board of a native and fully functional MS Office for a certain and fairly large category of people, will be the missing link to call tablets mature and successful. You can laugh or cry, but a huge number of people need MS Office, which is proved by its sales.

Microsoft gives out of the box and for free a version of MS Office with each of its tablets, only the license option differs. And this is a serious advantage that should not be underestimated. People don't care about tens of thousands of programs, they need a very specific functionality. As proof of this thesis, we can cite the history of the iPad, at the time of its appearance it did not have programs as such, but then they began to appear like mushrooms after rain. Microsoft has a huge number of developers, and most of the well-known programs for Windows RT will already be launched. I would not use the argument that the lack of programs for someone will be a limitation. For some, perhaps, but for many, the presence of MS Office is a huge and bold plus.

Unfortunately, for Microsoft, trying to make the office suite available only for its own devices can be considered a violation of antitrust laws. I don’t find any other explanation why the company is going to release versions for iOS/Android (it’s possible that the explanation is simpler – they want to bite off this piece of the market, to be on popular platforms). The introduction of MS Office for these platforms automatically means that the competitive advantage for MS Surface and similar tablets on Windows RT is lost. But the manufacturer always has a fly in the ointment on a barrel of honey. And here Microsoft has two scenarios - the first can be conditionally called price. For example, make the cost of the program for the iPad $99 and cut coupons from those who want to use this device. In fact, this will be price pressure on those who care about MS Office. A person will think what is better to buy.

For the first time in many years, Microsoft is trying to create a big story, namely a new ecosystem for a future world where mobile devices will dominate. I'll leave out of the brackets what will be in Windows Phone 8, it will become partially known one of these days. But all Microsoft's efforts are aimed at promoting not devices, but a bunch of devices and OS. And here the company uses its strengths. And it's completely stupid to think that Microsoft intended to fight with its partners at the expense of products. It’s just that sometimes, before drawing conclusions, one should try to figure out why companies take certain steps and what goals they face.

P.S. If you liked the material - then put likes, retweets and discuss. Thank you and good mood.

Full presentation

For those who want to see how it was, we offer the full version of the presentation, as usual, in English. Starring Steve Ballmer.