14 DAY TRIAL // Microsoft is expected to launch the second-generation Surface tablet in just a few hours, bringing updates for both the RT and the Pro models.
According to Julie Larson-Green, now in charge of the devices unit within Microsoft, this is yet another proof that Redmond is ready to bet big on hardware, as the company still wants to make the tablet successful.
Larson-Green explained during the company’s meeting with financial analysts that the Surface tablet is just a simple piece of a larger puzzle also comprising “great” software, apps, and services.
“We are very committed to creating great first-party hardware and continuing what we started with Surface. I think what we learned a lot is that you need to have balance to be successful in the market. So you need to have the combination of great hardware, great software, apps and services in order to win,” she told the audience.
“We learned this with Xbox. When the first Xbox came out it was hardly any games, it took a while for us to get going with it. And we're very optimistic about what we're doing in terms of the changes that are being made in the software, the applications that are coming online, the services, and improving the hardware, both in terms of speed, performance, and the integration with the software.”
Microsoft’s efforts in the hardware market have upset some of the company’s partners, as the tech giant could easily turn from friend to foe, becoming a powerful rival for the manufacturers that are currently collaborating with it on a number of projects.
Microsoft, on the other hand, believes that its hardware investments are actually good for the entire ecosystem and thus supporting sales of its Windows operating system.
The first-generation Surface, however, has failed to impress, with the RT model causing a $900 million (€670 million) drop due to unsold units worldwide.