If, however, Microsoft plans to sell 10,000 and sells 9,100, then it is a success. If Microsoft expects to sell 200,000 Surface Duos and makes that many, but it only sells 80,000 – that's a big failure. Companies often build in a higher price point so they can do this to drive sales. I suspect we will see Surface Duo drop in price later this year. This strategy happened last year with Surface Pro X, Surface Pro 7, and Surface Laptop 3. Microsoft routinely puts new hardware on sale near the holiday season. Getting the foundation right in a new device experience is the hard part.Īs far as price and it sinking sales? There are three things to consider: But if the dual-display approach works, adding Qi, NFC, and improving the camera experience later is solvable. No one can justify a $1,400 category-defining device if it fails at its core experience even if it has a whizbang camera or lets you buy a Slim Jim at 7-11 without your wallet. This possibility is why its price, camera quality, lack of Qi, or NFC does not mater. Of course, none of this matters if the core experience of Surface Duo - that two screens are better for productivity and creativity - falls flat. It's for Surface and Microsoft enthusiasts, early adopters. Surface Duo is meant for a specific demographic. By the third version, Microsoft, in principle, will have made the dual-screen mobile device that meets the needs of its target demographic. Surface Duo v2 will fix shortcomings of the first model, and more people will consider buying one that time around. Most people will simply look on with curiosity. The first version gets people talking with early adopters, Surface fans, and general tech enthusiasts taking the plunge and buying one. The trajectory and eventual goal for the Surface Duo should be evident. Source: Microsoft (Image credit: Source: Microsoft) Microsoft is also hoping Surface Duo drives other device makers to embrace the concept, too - it's not just for them. Future iterations of Surface Duo will add those features that are glaringly absent in this iteration. It's a stripped-down, core experience that will go into real people's hands to see what they do with it. I've stated in our podcast that Surface Duo is about testing the theory of dual-screen devices. Will that lack of mass purchasing always be the case? Of course not. Surface Duo has a lot of interest and curiosity, even from those with no plans to buy one, which is the whole point of it. Surface Duo is about what mobile computing could be and how it can be better. Surface Duo means to start a new conversation, and it's doing that. Surface Duo is not here to defeat Samsung or Apple. Surface Duo is about "challenging conventional thinking … that leads to building new categories."Īnd that's it. Towards the beginning, Panay states that Duo is about "challenging conventional thinking … that leads to building new categories," and after the Surface Duo sizzler reel, he remarks, "We built this product for Surface fans, there's no question about it, for people who love Microsoft …." Later Panay gives a meta-analysis that Duo is "the Microsoft you love and the Android you know." In an in-depth interview with Fast Company, Panay says matter of factly that Surface Duo is for "Surface fans who live in the Microsoft app ecosystem." Panay reiterates the position again in the Surface Duo press presentation (embedded above), which I implore you to watch.
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