14 DAY TRIAL // Microsoft Surface is a brand that keeps growing with every new model, but despite this continued ascension, there are analysts out there who believe the Redmond-based software giant would eventually kill off Surface.
This should happen in 2019, one analyst said, as Microsoft is going forward with its increased focus on Office and cloud services.
But as far as Panos Panay is concerned, the Surface brand is here to stay. The Microsoft chief product officer said in an interview with Independent that Surface is currently a core part of Microsoft’s strategy, and devices launched under this brand play a key role in the long term.
“It's not just a core part of our strategy and at the centre of Microsoft, it's also a core part of how we build products at Microsoft. It's important that that resonates. It's important for me to say it,” he said.
Big bet on the Surface lineup
When asked whether Surface models are included in Microsoft’s long-term vision, Panos Panay explains that the company changed its approach since the debut of the Surface lineup.
“Yes, one hundred per cent. Without hesitation. I think if you asked me five years ago, we were still learning. We were still trying to figure out what hardware should do to bring software to life. But now it's not just a core part of the strategy,” he explained.
Panay also hinted at new categories of products, and although no specifics were provided, he suggested that Microsoft is working on bringing together work and the personal life for each customer.
“Are we completing experiences for people at work and at home? The answer is yes. So will you see new form factors that can do that, or need to do that? The answer is absolutely. And that's how it kind of comes together. For me, work and home equals life, whether the device is in the kitchen at home, in the home office, in your work office or on your body. They're coming together. So yeah, you'll see more products that focus on where our customers are going to be,” he said.
Andromeda is the device that everyone is talking about these days, but according to people familiar with the matter, this project has been sent back to the drawing board and is now expected to see daylight next year. However, given Microsoft never acknowledged it publicly, there’s always a chance that the company could give up on Andromeda if the project does not advance as planned.