Acer doubts the success of the Microsoft Surface

Aaron Pereira • June 22, 2012, 12:04:05 IST

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When Microsoft unveiled their Surface a few days ago, the announcement caught many by surprise. With the brand building their tablet PCs, one would

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Acer doubts the success of the Microsoft Surface

When Microsoft unveiled their Surface tablets a few days ago, the announcement caught many by surprise. With the brand building their own tablet PCs, one would have to wonder what the reactions of their hardware partners would be. Acer appears to be the first to make a statement and as per a report by Reuters, the brand claims that they are doubtful that the Microsoft Surface would succeed.

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Acer feels that the Surface may not succeed

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The report by Reuters states that sources have informed them that PC manufacturers were kept unaware about Microsoft’s plans of building the Surface. The report states Oliver Ahrens, Acer’s senior VP and president for Europe, Middle East and Africa claimed that Microsoft was trying to adopt Apple’s strategy and he was doubtful that it would succeed. He stated, “I don’t think it will be successful because you cannot be a hardware player with two products.” He went on to state that Microsoft would need to change some aspects of its game in order to compete with the likes of Apple. He went on to add, “Microsoft is working with two dozen PC vendors worldwide, including the local guys, whereas Apple is alone, it can more or less do what it wants. Microsoft is a component of a PC system. A very important component but still a component.”

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As per a report by Digitimes, Acer founder, Stan Shih has also voiced his opinion about the Microsoft Surface. The report reads, “Acer founder Stan Shih has commented that Microsoft has no real intention to sell own-brand tablet PCs and the offering is an ploy to boost adoption of Windows 8. Microsoft hopes that marketing its own-brand tablet PCs will encourage vendors to offer Windows 8 tablet PCs and thereby help expand market demand for the product line, Shih analyzed. Once the purpose is realized, Microsoft will not offer more models, Shih said. Vendors adopting Windows 8 should interpret Microsoft’s intentions positively, as they will benefit from Microsoft’s marketing, Shih indicated.”

He goes on to state that Microsoft would earn more profit from licensing their software and stated that they have no reasons to sell their hardware and may face many difficulties in marketing the tablet PCs on their own.

Microsoft’s new line-up of tablets includes a Surface running on the ARM processor that features Windows RT and another running on a third-generation Intel Core processor featuring Windows 8 Pro. The brand is touting the Surface as “PCs built to be the ultimate stage for Windows”. Company executives stated that the Windows tablets and accessories feature significant advances in industrial design and attention to detail. The Surface is designed to seamlessly transition between consumption and creation, without compromise. It delivers the power of amazing software with Windows and the feel of premium hardware in one exciting experience.

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Surface for Windows RT