Microsoft Surface arrives

Monday June 18^th was a weird day in the tech world, for once Microsoft managed to create a buzz and a stir regarding an announcement they were to make, yet no one knew what that would be. This felt more like an Apple announcement than anything we have come to expect from Microsoft – which is a good thing and lead to a lot of speculation.  I too joined in with that speculation, believing that Microsoft was to announce a 7” eReader device with new partners Barnes and Noble, how wrong could I have been…

Microsoft Surface Tablet, showing off its built in stand and magentic cover that doubles as a keyboard

Microsoft Surface Family

We now know that Microsoft has announced a family of tablets named Surface. For those of you who keep up to date with technology, you would already have heard of the Surface name from Microsoft, that particular product being a multi-touch enabled table device that was highly focused and sold to businesses. Now though Surface is the brand name for Microsoft’s own made tablet devices, meaning Microsoft has gone into the tablet market in a big way.

This is a bold move from Microsoft and quite a break from tradition. Typically Microsoft doesn’t do hardware, rather it lets its OEM partners build the hardware and Microsoft focuses on the software. However, in recent years it seems the hardware that runs Windows just doesn’t look as sexy as anything produced by Apple, none of the devices have that wow factor which can only harm sales. The latest ultimate laptops are starting to compete, but it has taken a long time for many of the OEMs to get with the game and start designing good looking, light weight hardware. I can’t help feeling that Microsoft has been forced into delivering its own hardware for the tablet market, simply because it cannot rely on OEMs to deliver hardware that looks as sexy as that produced by Apple.

Microsoft Surface Devices

Essentially Microsoft has shown us two tablets, one that runs Windows 8 RT on an ARM based processor tablet, and the other, running full blown Windows 8 pro on a tablet powered by an Intel Ivy Bridge processor. Here is some information on the specs:

• A full-size USB port and a 16:9 aspect ratio angled at 22 degrees.
• 10.6-inch, 16:9 widescreen HD Display.
• Integrated Kickstand: Built-in kickstand lets users move Surface from active use to passive consumption.
• Touch Cover: 3 mm pressure-sensitive Touch Cover senses keystrokes as gestures will come in different colors.
  

  Microsoft Surface Magnetic Covers that are keyboards

Surface for Windows RT

• OS: Windows RT
• Light(1): 676 g
• Thin(2): 9.3 mm
• Clear: 10.6″ ClearType HD Display
• Energized: 31.5 W-h
• Connected: microSD, USB 2.0, Micro HD Video, 2×2 MIMO antennae
• Productive: Office ‘15′ Apps, Touch Cover, Type Cover
• Practical: VaporMg Case & Stand
• Configurable: 32 GB, 64 GB

Surface for Windows 8 Professional

• OS: Windows 8 Professional
• Light(1): 903 g
• Thin(2): 13.5 mm
• Clear: 10.6-inch ClearType Full HD Display
• Energized: 42 W-h
• Connected: microSDXC, USB 3.0, Mini DisplayPort Video, 2×2 MIMO antennae
• Productive: Touch Cover, Type Cover, Pen with Palm Block
• Practical: VaporMg Case & Stand
• Configurable: 64 GB, 128 GB
  

  Microsoft Surface with its own stand

From the specs I would suggest that Microsoft is going after the business user and home users who like to do more / want to do more with tablet devices. I think this is a wise move as Apple devices still have a very long way to go to get real market share in the enterprise. For any business looking into tablet devices, Microsoft Surface has just made their choice a no brainer. Get Surface for Windows 8 professional and you get the best world of a fully blown ultimate laptop, combined with the flexibility, portability and battery life of a tablet – not to mention the capabilities to hook the device seamlessly into your network at work and run legacy applications if needs be. Why would any business opt for an iPad now?

With regards to home users, Microsoft has really only targeted those users who want a tablet in place of their laptop. Until now, the problem has been for many users (including myself) is that I would love the flexibility of a tablet device, yet I potentially want all the power a laptop provides, meaning I would need to purchase both. Microsoft Surface has changed that, and with the neat magnetic cover doubling as a real keyboard, Microsoft has basically removed my need for a netbook or laptop. For me, and I am sure many other users, Microsoft has moved us to a desktop and tablet only world with the laptop for some acting as a desktop.

OEMs

One of the reasons I personally didn’t think Microsoft would build their own tablets, was that of Microsoft’s relationships with OEMs such as Samsung, Asus etc. It does seem harsh that Microsoft now will actually compete against them in the tablet market, but after spending some time thinking about this move, Microsoft may actually be helping them.

Don’t get me wrong, I believe some of the OEMs will be a little annoyed at Microsoft Surface, however Microsoft is in a far better position to get marketing and the tech world reviewing Windows 8 by having their own hardware. In addition, Microsoft is actually setting the bar quite high in terms of design, and what consumers will now expect from a Windows 8 tablet device. Let’s look at Windows Phone as a comparison.

When Windows Phone launched there was quite some anticipation, however the devices launched by the OEMs (Samsung, HTC etc.) actually were not that attractive to look at. The hardware specs were not that great, and compared to some Android devices and the iPhone, the Windows Phone looked quite underpowered. What is the saving grace is the actual OS itself; however, many people base their phone purchase on how the device actually looks. Only now with Nokia Lumia devices are we seeing some aesthetically pleasing Windows Phone devices, and with that, a little more marketing and market traction. With Windows 8, Microsoft cannot wait for one of the OEMs to finally get their design act together, Windows 8 in many ways is already a big enough risk. Here with Microsoft Surface, Microsoft are showing OEMs what can be achieved, and almost saying “go out there and do better!”. That’s a good challenge to set, one I’m sure will lead to many more Windows 8 tablet devices turning up that a) look stunning and b) contain some real punch.

By Microsoft only announcing two higher end devices, I feel we can read that Microsoft is not wanting to be the biggest hardware player in the tablet market, rather they are showing the way for their OEMs.

Marketplace

One of the main concerns many may raise is the lack of apps available for Windows 8 at launch or the marketplace ecosystem. I personally don’t see this as a problem at all. We have already seen in the past couple of weeks numerous reports about how developers and software companies love developing for Windows phone, how simple it is and how important they feel developing for Windows 8 will be. Attracting developers is not a problem for Microsoft, so getting the “apps” available also won’t be a problem for Microsoft (Windows Phone now has over 100,000+ apps all of which will be available on Windows tablets).

We must also remember that the Windows Marketplace will also allow older software to be sold, which means that on a Windows 8 pro surface tablet, the user has access to any software ever written to run on Windows. They also have access to the complete windows market place for metro based apps too.

I know that Apple has a great ecosystem, but you cannot deny that the Microsoft ecosystem is its equal if not better.

Conclusion

Windows 8 is a big release for Microsoft, and it’s quite a gamble, so much so that I feel Microsoft couldn’t leave it to OEMs to deliver sexy tablet devices when Windows 8 launches. If the OEMs failed, then Windows 8 could possibly fail in this market place, something Microsoft obviously doesn’t want. By producing their own Microsoft Surface tablets, Microsoft has ensured the tablet market has some wonderful Windows 8 tablets available when the general public can finally start purchasing Windows 8 tablets. If anything, this reduces the risk associated with Windows 8 and tablets for Microsoft a little, and ups the potential profits for them at the same time.

Microsoft Surface also sends a message to OEMs, that they can build sexy devices that rival and beat the iPad in terms of design, and with Windows 8 they will have an OS that beats iOS in terms of user experience and productivity, not to mention flexibility in how the user works.

Android has been the OS of choice for most tablet makers, probably because there wasn’t a viable tablet option until Windows 8. Microsoft may have in one swoop confined Android to just the mobile phone world, which makes it quite isolated when we think of how users want to share content across all their devices. That isolation could really harm Android in the smart phone arena in the long run.

Microsoft has come to the tablet market with a bang (this time round) and has actually delivered something special…I for one never doubted them….

Life after RIM in the enterprise?

There has been a lot of talk about RIM today, caused mainly because the company has stated it is giving up on the consumer market and heading back to its roots, the enterprise. Couple this with the $120m loss the company has made and the hints at “sale”, and you do see why lots of people have been talking about RIM. (If you don’t know RIM – Research in Motion make the BlackBerry devices).

One of the big conversations I have been involved in today (on Twitter with @BPMredux @puleen @souvikbonnerjee and @AlbertoManuel) is just what do we think will happen in the enterprise regarding the use of mobile devices, and vendor offerings for mobile based solutions. @BPMredux asked in his blog two simple questions

“How many BPM vendors have a mobile BPM solution based on Apple, Android or Windows Mobile”

and

“Now how many of you are still stuck with RIM and Blackberry in your own corporate environment?”

You can join in his debate at http://bpmredux.wordpress.com/2012/03/16/mobility-inside-the-bpm-scene/

So in this blog post I have want to have explore at some of the main points and give some thoughts based on conversations and relationships I have with a number of IT professionals that work within the enterprise supporting their systems…

Are we seeing the BlackBerry swansong?

RIM is still a big player

For sure RIM is still a big player in the enterprise. Most people I know and speak too (within large corporations) have BlackBerry devices handed out to them as their corporate phones. There are lots of reasons why the enterprise opts for BlackBerry – security being one, durability another. Many people I speak to who have to support mobile devices within their business prefer BlackBerry, and that’s because they have better control over them, they are easier to administer, the battery life is second to none and the devices are durable (they do seem to get dropped a lot). These things mean less time is spent with the end user trying to address issues, and after all, time is money…

Apple is making in-roads in the enterprise

This all being said, the iPhone is making in-roads in the enterprise, especially within the “exec” levels of business. While the phone is undeniably a great phone, it does cause headaches for business, especially if you are already standardized on RIM. Throw into the mix that not much else in the enterprise is Apple based and the fact that you do pay over the odds for their devices, and you can see why, even with a great offering like the iPhone, Apple still isn’t king of mobile for business.

BYOD (Bring Your Own Device)

This is something I hear a lot about and read about. However, in reality, this really hasn’t shown any traction with the enterprise, and I very much doubt it ever will. Predominantly BYOD is a media thing based on what some SMEs maybe doing – it simply isn’t a great option for the enterprise, and here is why…

The enterprise needs to support its workforce and their devices, mobile, desktop, tablet, laptop whatever. This means they have resource dedicated to help ensure IT runs smoothly. That IT needs to administer these devices, ensure business applications run as expected, ensure everything is secure as possible and support end users. (They do other things also, but no need to list out everything). If the IT department has control over its devices, it knows what they are, it can secure them better, ensure the software works as expected, manage roll outs, upgrades etc etc and help users with their devices (without having to train IT staff / mobile support staff on every handset available to a consumer). In addition, standardization allows the enterprise to strike good deals with their suppliers and all big business has preferred suppliers – that’s just life. So imagine you take all that control away from IT. What are you left with? Yeap, a mess. You simply can’t have users connecting random devices to your network. You can’t expect vendors to support all mobile platforms under the sun for bespoke software for that business. You can’t expect in house IT to help users with their particular phones OS or hardware issues, and you can’t expect everything you need to work on the device to work on every single device (have I said that one already?). All in all, BYOD is a great concept, lovely for startups and SMEs, but for the enterprise, this isn’t an option…

Software vendors and their mobile offerings

The BYOD issue does illustrate that software vendors do not support all mobile devices. Sure there are comments that solutions should be mobile web enabled, that they should run using HTML 5, but that user experience is going to be pretty poor. The reason we love our native apps is that we can do more with an app, and the experience is a lot better than anything we see on our mobile web browser. This means vendors have to support native apps, and do they really need to support so many different platforms? Ideally they want to support one, but realistically know they may need to support a few. The problem for a vendor at the moment is which to support? RIM is a must, or is it…It used to be. Apple devices, well they are a must aren’t they…well yes and no…Android? No. Symbian…erm No….Windows Phone…Well potentially……

So what do you do as a vendor? I personally would wait until the end of the year to make a decision…

Windows 8 in the enterprise

Let’s be clear, Windows 8 may not be rolled out across the enterprise as soon as it’s released, but business will be reviewing it, and scheduling in a Windows upgrade path. Some upgrade paths will be quicker than others, and some may do their normal, and wait for the version after – so upgrade when Windows 9 is available as they haven’t long been on Windows 7. The point is Windows 8/9 will be the standard OS on the enterprise desktop and on majority of their servers. With this comes the normal office based software and legacy applications that every enterprise has running on a Windows environment. However, Windows 8 is a little more than just a desktop OS. All of a sudden the enterprise can have the same OS across all devices, including mobile and tablets. Think what a nice thought that is for IT within the enterprise and vendors alike. A single OS to administer across all devices,  a single user experience to support and the ability to seamlessly tie in lots of services they already use back into the devices of choice. Office, Outlook, Lync, Office 365, Sharepoint, cloud backups, device synchronization etc. That makes life a lot easier for IT doesn’t it…

As a vendor then, supporting Windows 8 is a must. But hold on, if you support Windows 8 metro what do you support all of a sudden? Yes, tablets (including ARM based tablets), desktops, laptops, netbooks and with a few tweeks, mobiles. All of a sudden supporting Windows Phone seems an obvious choice –  a necessity. So perhaps it’s back to the usual suspects, support Windows first, then perhaps Apple…Or vice versa depending on where you are with your mobile policies and vendor software.

Let’s think about suppliers to the enterprise. Most enterprises have a strict supply chain policy, and with Windows 8, this means the enterprise can choose who supplies their hardware, including desktop and phones. Remember Fujitsu, Acer, Dell, Nokia, Samsung, HTC and others deliver Windows 8 mobile devices. These same companies will deliver Windows 8 tablets, and most of them will deliver desktops, servers, laptops and netbooks. The enterprise therefore has the flexibility it desires regarding suppliers, but the security, administrative advantages of being tied into a single ecosystem, which runs all their legacy software. Essentially, for the enterprise, Windows 8/9 is a no brainer across all devices….

Where does this all leave RIM?

Well, to be blunt, I believe in a very deep, dark hole.

Essentially if it becomes a no brainer to support Windows Phone in the enterprise and Windows 8 tablet devices, then Apple will continue to struggle in the Enterprise, but that’s not a great loss to them. RIM on the other hand, if they struggle in the enterprise then I believe we will be saying goodbye to RIM and thanks for the BlackBerry memories. Without a consumer market, Windows 8 could well be the last nail in the BlackBerry coffin. I for one am already starting to think that by mid 2013, I could be writing a blog along the lines of “bye bye RIM, thanks for the BlackBerry memories…”

Windows 8 has got it right

I have read a lot of great things about Windows 8 and a lot of negative things about it too. It seems that Windows 8 has polarized opinion across the media, and this really is shown on blogging sites such as ZDNet and Business Insider. I have noticed with Windows 8 that there are two types of bloggers, those that want to use it, feel it, see what’s actually new and think of it as a new piece of software at beta release (which it is), and those who simply are looking for any reason to say why it will fail and why Windows 8 is the next Vista, or why we should all use an iPad for business or something….What is weird, as yet, I haven’t read a blog that really skews its slant in a biased way towards windows 8 (must be the sign of the times).

So like many things in life, there is no point listening or reading so called journos on such matters (just as I rarely listen to film critics), you simply have to use it, and spend some time with it. So when the CP of Windows 8 was released at the end of February I thought it was time to install it on my work machine and see what it really is made of…

By the way, I am writing this on my Windows 8 machine, using Metro IE 10, which I have to say is the nicest browser experience I have used on any form of device, be that mobile, tablet, laptop or desktop…I really like it….

 

Windows 8 Metro Start Screen

 

Touch

OK, many blogs say Windows 8 is far too focused on touch, and it neglects the desktop and the good old days of mouse and keyboard. This may seem true, when you read the blogs and see some screen shots, but actually use it for a few days (in my case in a hard work environment) and you soon realise that actually, Metro works just as well with a mouse and keyboard. Sure it’s nicer with touch, but everything is nicer with touch, far more intuitive and even dare I say still novel.

What we must all remember is that touch is the future, and that includes the desktop and laptop worlds. Already we see many PCs with touch monitors, and if you have used them, you find their experience is better than standard PCs without it (even running Windows 7). By the start of 2013 I wouldn’t be surprised if most new PCs came with a touch screen option. Windows 8 is a new UI for the next 10 years for Microsoft, and touch has to be at the centre of it, like it or not. If you are one of those people who still want to use a mouse and keyboard, that’s fine too, but don’t knock an OS for supporting what will be the mass market shortly.

Clashing Metro and Desktop

Clashing user interfaces is something that is also being thrown at Windows 8 at lot, people claiming that its “jarring” moving from the metro world to the desktop. I really think this is looking for faults for the sake of looking for faults. I have 3 monitors and 2 of which are in desktop mode, the third Metro, and to be honest I don’t find the experience jarring at all. Sure they look and behave differently but so do many programs you run. Currently with any OS, you have a few windows open and the experience between those windows is just as “jarring” as there is no standard design for apps.

I really don’t find a clash, especially if you stop seeing them as different user interfaces, and see them for what they are. Metro home screen is the start button, just full screen. When you run multiple monitors it’s really nice having the metro side of things on a screen on its own, it works really well. I also have the option to ditch it and go full desktop. We have to realise that metro is start, and metro apps are immersive experiences, designed yes for touch and tablets, but work just as well on the desktop. The Maps App for example means I will never use Google maps or any maps in a browser again! It is a brilliant experience on a desktop machine.

When you run multiple monitors you find that probably on one of them you will have one window open to the full screen, typically for me this will be Outlook, and the other monitor may have VS 2010 open full screen and the third lots of multiple windows open, depending on what I am doing. So the concept of full screen apps in metro fits in nicely with multiple monitors I find. If on a single monitor, if you want to have two windows open at once, you can with Metro, nothing stops you, just that the apps run side by side (a feature many of us use in Windows 7 to snap windows side by side). Not many of us have multiple windows open so we are viewing them all the time, we have multiple windows open so we can work with them, but to actually view them no, we switch between windows. I think the alt tab is the most used key, and with Metro this doesn’t change, nothing is stopping you from opening many many apps…

 

Mystery in using the Metro UI

With anything new, comes new ways of doing things. Many have written that you have to “re-learn” the Metro world, and know where to hover your mouse etc. This is sort of true, sure you have new areas or zones where you hover your mouse and new things happen, but that is “added” to your windows experience, and if you can’t remember to move your mouse to one of four corners to activate something then you really won’t even remember why you are on the PC in the first place.

There are new things to learn, for example start button is gone, but metro home is start, you access “charms menu” by hovering the mouse in the bottom right, or top right hand corner of the screen, sure its new but now you know, it’s pretty easy to remember. If anything its very intuitive once you give it a chance. My Dad who is approaching his 70s is always scared of a new OS coming from Windows as he is still in XP mode, but after 10 mins with Windows 8 he was more than happy with it.

Once you get used to some of the new ways of doing things, you soon find that these are standardised across everything in Windows, which makes life so so so much simpler. Think about changing settings in your browser, or an app, often we end up looking through menus to find where they are (not always in the most obvious place). You then go to a different application and you want to change those settings and yeap, you spend ages looking for them in that app as they are not in the same place. With Windows 8 all that is gone, just go to the charms menu, and there they are, settings…No matter what app you are in.

Oh, and don’t forget, Metro is for all your devices, phone, tablet, laptop, desktop….

Nokia Lumia 800 showing its Windows Metro Interface. Metro across all your devices makes life simple

 

Default classic desktop

So you boot up and you are greeted with Metro, some saying they want to be greeted by the classic desktop and bypass metro, but I really don’t see why. Once in the desktop, what will you do, you will look to open an application. So why didn’t you simply open the application from the metro start screen? If it’s a desktop app, it fires and you are in desktop mode? Booting into desktop, and then clicking on start, then programs, then selecting your application of choice is far more time consuming than selecting it from the metro start screen. Plus, in desktop mode, do I have live tiles telling me information I may need?

 

Metro doesn’t work for everything

Ahh this is true, and this is the point of Windows 8 in some ways. You have one OS for all your devices, so just as typical Windows desktop apps don’t work well for mobile devices, certain metro design concepts won’t work for certain applications. I doubt there will be a VS 2012 in Metro, or a Photoshop metro app. You simply need the accuracy of a mouse, you need the text based menus with all your options, so traditional desktop interface works well.  With Windows 8 you get the best of both worlds, and more to the point the flexibility. I want to be able to do “everything” on my chosen device, and with Windows 8 I have that flexibility. It maybe that I have a metro version of outlook or mail open, but then need to work with Photoshop; I have the freedom within the OS to work as efficiently as possible in both environments. Can you say that with any other OS across any or should I say all of your devices?

I personally am glad metro doesn’t suit everything. If it did, think of those entire legacy apps people would be trying to re-write…They won’t will they, and the desktop works well for those apps, so why re-invent the wheel for something that isn’t broken.

 

Kinect Support missing

This made me laugh out loud; that someone has complained about this is mad! Windows 8 is a beta / consumer preview edition; it’s not a finished OS. Likewise do we have Kinect Support on all other operating systems…erm, no. I’m sure it will be there come the end of 2012, and in many ways you can argue it is there already. Since the desktop world supports legacy apps, it will no doubt support the current Kinect drivers, API etc available for Windows 7.

 

Live tiles ….

I think you either love these or hate the look of them. I personally love the practicality they bring. With my Metro start screen I see so much information without doing anything other than look at the screen. I have noticed I do the same with my Windows phone, no longer do I flit between multiple apps for quick updates, and I simple look at the screen and the various tiles. In many ways, Live tiles are great from productivity and making sure you are aware of what’s going on…

I think if you hate the look of them, you haven’t actually spent any time with them. If you have, the blocky nature makes things easy and clear to see, and the fact they are actually live, constantly moving and updating you with information is great. Many have said that they will look messy once you get different apps and graphics being used, I have to disagree, if anything the tiles look more vibrant. I think the tiles look more standardised, even with lots of different apps and graphics being shown than a sea of icons which I used to have (be that on my phone or desktop). Moving back to the old icon world really does feel like a step back in time now, and I think that will be many people’s thoughts once they spend a little time with Metro and live tiles.

 

Business adoption will be slow

This may be true, but not because Windows 8 is something they don’t like, rather because the Enterprise update in cycles, and this usually means an update ever 2 versions of Windows in recent years. Most companies went from Win 95 to Windows XP. I don’t recall anyone opting for Windows 98. On the server side we went NT 4 to 2000. Roll forward and enterprise moved from XP to Windows 7 and server side from 2000 to 2005/8. It’s not because the other versions of Windows were cra* rather the releases didn’t fit in with the Enterprises upgrade timescales. I think Windows 8 is being released so soon after 7 so that it does miss the Enterprise upgrade path on purpose. This means by the time Windows 9 is being released; everyone will be happy with the Metro concept and be very eager to move to Windows 9 in the enterprise.

Sure in the tablet scene, many businesses will opt for Windows 8 tablets, especially with support for legacy apps. I read in one blog though that because windows 8 on ARM won’t support these legacy apps that business will turn to the iPad….You see the sort of rubbish that gets written? Why would any business chose an iPad in such a case? The iPad also won’t run your legacy apps, so I think the business will opt for Windows tablets on Intel chips and sacrifice the added 2 hours of battery life (so that’s 10 down from 12 looking at the battery span of the Windows 8 Developers Preview tablet).

 

Gamble…

Is Windows 8 a gamble…Yes, but is it a massive one, no not really. If you hate metro, you will live in the desktop mode. If like me you like to move forward, and you are prepared to spend more than 5 minutes judging a book by its cover, then you will soon like Metro and everything it stands for, and that will include the Metro start screen and “apps” in Windows 8…

I think Microsoft have got it right with Windows 8, and we have seen some real innovation finally from a desktop OS.

Kindle Fire in the tablet market? errm…No…

So yet another tablet has been launched, this time the Amazon Kindle Fire, and again we find another entry into the tablet market is being touted as a possible iPad killer. But is it really? Have companies, such as Amazon, RIM, HP etc actually got it right when it comes to tablets? I don’t think so…

Is the Amazon Kindle Fire anything new in the tablet marketplace?

In the beginning there was Bill…

It seems an age ago that we heard Bill Gates telling us that the future of mobile computing was with touch, and he showed us a number of “Slate laptop” type things. I loved this concept, but unfortunately the UI just didn’t lend itself to this kind of touch environment, and as a result, business and consumers didn’t embrace the whole thing.

Fast forward a number of years and we have Apple announcing the first iPhone, which to be fair was not a great phone in terms of features. However, what Apple did was deliver a user experience that was not even closely matched, they delivered a sleek easy to use, touch based UI and consumers loved it. Add on top of this the “app” store capabilities and we soon have what we know as the leading smartPhone on the market.

 

Phones lead the way for tablets

Essentially tablets were dead, until Apple then decided to manufacturer what seemed to be, a bigger iPhone but without the phone capabilities, tablet. The iOS suited touch, and was easy to use, and it
appealed to consumers who liked the idea of surfing the web from their sofa on something bigger than their phone. It appealed to us running Apps on a bigger screen. And, well, the iPad has taken off. It dominates the tablet market place, and when you look at the competition, you can see why.

Many state the tablet market is highly competitive, and that is true if you aren’t Apple. Essentially everyone else is fighting it out for Apple scraps in this marketplace, which Apple has a monopoly on. All the other offerings have come at the tablet market in pretty much the same way, thats use a touch based phone OS and get it on a tablet…Namely Android in the majority of cases.

 

What a consumer actually wants?

Yesterday with the launch of the Amazon Kindle Fire, many people said it will succeed because it delivers what consumers want, well I’m not so sure. Analysts are constantly stating that Amazon has people’s card details, so it’s easy for them to open up their online stores and make content and apps highly available to the consumer, allowing the purchase sequence to be seamless. Well I am sorry, having to re-enter some card details is no barrier to a consumer at all. Also, do we really feel comfortable with so many companies now holding our card details? Just look at the Sony incident? In
addition, we are all making the assumption that all the consumer wants to do is consum simple Apps, books, videos and music on their tablets. Well I don’t agree…

 

Problems…

So is what the Kindle Fire offering more of what consumer’s want (well the Price maybe), but probably not. Do we honestly see people looking at the iPad and then thinking, No, I will opt for the Amazon Kindle Fire? I don’t. Do we really see people looking at other tablets that aren’t the iPad and thinking, I will go for the Amazon device because the seamless payment is better? No. Do we see people opting for the Kindle Fire to replace their Kindles? Now that’s a BIG NO…People bought the Kindle as an eReader, and it’s brilliant at that. Not because its easy to buy books on (though that is true), not because Amazon has my card details, but because I can actually read a book as if it was a real book. Dont get this confused with the user experience. The eInk screen is brilliant, you don’t get eye strain like you do from a tablet, you can read it outside, and essentially, it works well…The Kindle Fire, is not the same, it’s a standard colour tablet, which means I am not going to be getting rid of my Kindle to read Kindle books on that…

So there are a number of problems here. Finally, do we see people going for a tablet that is so small? So far, tablets of around the 7” size haven’t made much of an impression, and I can see why. With smartPhones offering almost everything a tablet does in term of apps etc. what is the real benefit of having a tablet that in some cases is only 2” bigger? Amazon Kindle Fire or HTC Titan Phone?

 

Flexibility, consumer need and business drivers

Tablets are here to stay, but the next big thing in them is actually to deliver real flexibility in terms of how we use computers today. At the moment, tablets are too much like big phones than they are small portable computers. But don’t get me wrong, for many consumers this is perfect for them. I know some people run quite complicated Apps, but this is a rare feature. If I want to do some real computing, and some real tasks I need at least a notebook, or a laptop, hell even a fully blown PC in many cases…

Let me give you an example. One of the Directors I work with, bought an iPad 2, which he takes to all meetings we have, which he loves and uses a lot. However, I take a notebook running Windows 7 Starter. Why? Well it’s my need. I would love to take a tablet, but none exist that allow me to do all the things I want to (at the moment that is). While he looks at the odd app, browses the web on his iPad, and that’s about it, I have to plug my machine into projection screens, I have to run presentations, I have to modify those presentations, I have to go through technical prototypes and even
demonstrate applications, proof of concepts and much more, all from that little notebook. And that notebook is holding real databases on it, real development environments.

When I go on holiday, I take the notebook with me, as I can pretty much do everything I need on it (well within reason). I would love to swap it for a tablet, and have that user experience you get with a tablet for the 60% of my needs, but I simply can’t because of the other 40% of needs. So for me, I make do on my phone for what people use tablets for, and I own a notebook. What I want is real flexibility in the tablet marketplace…

The same applies for businesses. While some have adopted the iPad for certain applications, many find that it doesn’t quite deliver everything they need. The limitations of using essentially a Phone OS is too limiting for business and power users. We even find that businesses want to be able to run certain applications on a tablet, but this just isn’t possible, so reps etc use notebooks or take fully blown laptops with them…

 

Tablet market future?

Well who knows. I for one don’t believe iOS is going to be rivalled by any Android based tablet. Nor do I believe that the iPad will come up against much competition based on devices that rely on “content access” and “seamless payments” as major selling points. No, the Apple iPad will only be challenged once more is possible with a tablet than is currently on show in the market.

Enter Windows 8…Windows 8 could potentially be a game changer in this market. On many tablet devices it will run only “Metro”, but it is running real windows and delivers the power of a PC, and that flexibility to a tablet. In addition, on some tablets (just like the one given away by Samsung at Microsoft’s BUILD conference just a few weeks ago), you will have the full power of a PC, with “Metro” and access to the real desktop.

Windows 8 could be the game changer in the tablet marketplace

What does this mean? Well it means for typical “tablet needs” that we see in the market today, you have that with Windows 8. You have access to the Microsoft App store and you will have access to content from Amazon, eBay etc just as you do from your PC. In addition you have a full PC there, in your hands, so if you need to do more with it you can. You also have the option of different devices running the same software, and at different price ranges (just like we have today with PCs).

Going back to my own example. Windows 8 on a tablet would mean I would ditch the notebook. I would use the tablet 60% of the time, just like people use their iPads today. But, when I need to, I am able to carry out that other 40% of tasks on the same device. (Note I will not be replacing my PC, anyone who things we will only own tablets instead of PCs is wrong, or they see us with tablets accessing far larger screen). I will take away a USB keyboard and maybe a docking station for the device, and I can use it just as I use my computer at work. Now that’s real flexibility. Throw in all the added benefits of being connected to Azure with Windows 8, and I find that my little tablet is my PC at home, it is my PC at work…Now that’s real flexibility which opens up the tablet market to many more business users, and consumers…

The tablet market isn’t competitive at the moment. But I believe it will be, just not until we see Windows 8.