SURFACE TENSION
Let’s have a look at Microsoft’s marketing strategy, shall we? In the next year or so, their major release seems to be the new desktop-cum-tablet operating system, Windows 8. This is expected to arrive around October 26 this year. Not only would this involve software copies, but tablet hardware from companies like Acer and Samsung (who’ve already promised Windows 8 powered devices at launch) and Microsoft itself, as lead-by-example initiative.
There have been rumours and invites by the company for a special press event in San Francisco on October 29, and this has largely been speculated as the flagging off for Windows Phone 8, the successor to its mobile OS line up, which is being anticipated as a contender. It is expected that this will finally create a fresh power node in the Android and iOS dominated smartphone field, and it has Nokia, HTC and Samsung all releasing flagship-worthy devices into the fray hot on the heels of the launch of the OS. And then, sometime later (perhaps at E3 2013 in June) we expect them to announce their next generation gaming console. Also, alongside all of this, we see the giant releasing its other annual products like Office 14 and working on stuff like Azure, its cloud based OS solution.
A continuing thread we’ve seen in the company’s philosophy over the past year, and one that really seems to be picking up momentum, is the Metro User Interface (UI). A simplistic, minimalist design that is both aesthetically pleasing as well as functionally productive, Microsoft really seems to be pushing Metro and incorporating it at every stage of the company’s image. One thing is clear. Microsoft wants to refresh its image, and Metro is its instrument to make that happen.
Even though it isn’t a very hardware-heavy company, they’ve entered the tablet manufacturer market to showcase its might and software innovation as an example case study. To show that if and when required, they will take risks, and redefine their old, boring, professional-friendly yet consumer-shy compartmentalisation. This move has been praised by almost all, and the Surface tablets look really promising. With Windows 8 out of the way now, the next big thing on its mind will, of course, be Windows Phone 8. It’s got an OS that’s already being declared a winner. One that is fluid, aesthetic, functional, and secure. The only thing it seems to be lacking are apps and industry backing.
And this is why we think they will release a Surface phone.
They will achieve complete Metro unification in hardware that they would have manufactured — tablet, phone and console — the trifecta of consumer electronics, all with one unique, consistent interface that works, shares, and communicates effectively and delivers unflinchingly.
Though the Surface phone is still a rumour, we believe it would, and should happen. Around summer 2013 would be an apt time, we think. Let’s see what they do.
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