Microsoft’s Surface business has always been a minefield for the company.The OEMs who build PCs that run Microsoft Windows aren’t thrilled at the prospect of their partner also being a rival in the cutthroat hardware business. The competitive challenge for Microsoft, then, is to be successful but not too successful.That might explain why some Surface decisions, especially pricing, are less than aggressive, leaving Microsoft “vulnerable to competition,” in the words of ZDNet’s Larry Dignan. see also Microsoft updates Surface Pro, but still vulnerable to competition Microsoft’s Surface Pro has been hit by price competition and a bevy of rivals moving faster with similar designs. Read More In fact, it’s pretty clear that the company has no desire to knock any of those OEM partners out of the top slots on the PC market share charts.Instead, its goal appears to be very different. The point of Surface is to build devices that define the premium PC market, where the profits are to be found for the entire Windows ecosystem. Microsoft has packed its Surface devices with features that it expects and even encourages its OEM partners to copy. In this case, imitation isn’t just the sincerest form of flattery, it’s a… Read full this story
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