I'm very excited for Surface. There are some amazing products currently selling and, as many of us now know, the Surface Pro 3 is coming very soon, but there are some obstacles that Surface, and arguably other Microsoft products, need to overcome to succeed. Let's be clear that I define success as a substantial share in the devices used.
I'm going to focus in the Surface Pro 2 and 3.
Obstacles:
1. Unattractive prices:
The list of configuration prices is discouraging and for many, a defining point in their decision to not purchase. These devices are great products and some of us will buy them, but the price misses the sweet spot by too much. There is a level of profit that the company wants to make on each device, but it may have to shave that profit down if it wants Mass adoption. Microsoft doesn't succeed by selling to the high-paying few, but to the everyday person that these devices are so obviously marketed to.
2. Advertising
Advertisements I've seen lack the perfectly timed, balanced pop that others have. From the music, to the visuals, to the lack of honesty I see in the actor's eyes, to the confidence that erases all doubt in a buyers mind, they miss the sweet spot. The way in which the image of surface is portrayed is good, but it can be better. It needs to be honest, real, useful, easy, simple, and confident. Advertising for business is essential, but it isn't everything. Surface needs to have the everyman image of Apple, and the gutsy power of Microsoft wrapped in one.
3. Consistency and Trust
Microsoft and the Surface division need to continue to pump out innovative, high quality products on time. It is that kind if consistency that will make Surface impossible to ignore. If another device or service doesn't come rolling around the corner on schedule, customers will not respond well despite what has come before.
Let me know what you think!
I'm going to focus in the Surface Pro 2 and 3.
Obstacles:
1. Unattractive prices:
The list of configuration prices is discouraging and for many, a defining point in their decision to not purchase. These devices are great products and some of us will buy them, but the price misses the sweet spot by too much. There is a level of profit that the company wants to make on each device, but it may have to shave that profit down if it wants Mass adoption. Microsoft doesn't succeed by selling to the high-paying few, but to the everyday person that these devices are so obviously marketed to.
2. Advertising
Advertisements I've seen lack the perfectly timed, balanced pop that others have. From the music, to the visuals, to the lack of honesty I see in the actor's eyes, to the confidence that erases all doubt in a buyers mind, they miss the sweet spot. The way in which the image of surface is portrayed is good, but it can be better. It needs to be honest, real, useful, easy, simple, and confident. Advertising for business is essential, but it isn't everything. Surface needs to have the everyman image of Apple, and the gutsy power of Microsoft wrapped in one.
3. Consistency and Trust
Microsoft and the Surface division need to continue to pump out innovative, high quality products on time. It is that kind if consistency that will make Surface impossible to ignore. If another device or service doesn't come rolling around the corner on schedule, customers will not respond well despite what has come before.
Let me know what you think!
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