| If I were Microsoft, here might be some possible justifications that I would use: 1. Windows Phones - while competent, and people who use them like them, never managed to make any impact in terms of marketshare or market buzz. This is because Windows Phones is just one of many OSes handset makers - Samsung, HTC etc - support. Therefore, there is not dedicated marketing to push it. Nokia, who is now exclusively on WP, did a lot of marketing but still couldn't cut through the noise. Microsoft has use use its clout to generate the necessary buzz and excitement on Windows tablets or risk a 1% market share once again. With Ballmer on stage, they are effectively signalling they are "all-in" with the plan. 2. Google has successfully kick started interest in Android through developing Google Phone as a reference design for other phones to follow. Otherwise, there will be an inevitable fragmentation of screen sizes, capabilities and price points. By setting an "aspirational" target, other manufacturers will be able to build Surface clones that customers can compare against. 3. The Surface is big on product bundling. It is no longer a pure tablet, and the magnetic snap on keyboard is not an option, but rather part of the product. This makes it easier to sell at a slightly higher price-point than an iPad. 4. The reference magnetic dock, and placement of USB points etc sets the stage for all third party manufacturer of cases, speakers, etc in such a way that kick starts the ecosystem. 5. In the worst case where OEMs abandon manufacturing Windows slates, Microsoft is able to ensure that their investment in Windows 8 isn't entirely lost. They might turn this into a long term play just as they have with XBox. Unit cost of slates are around the $250-mark at present. Microsoft could take the ball home and do it all themselves if OEM find Windows slates difficult to push into the market. |