Surface Phone: yes, no, in 2017, perhaps 2018. Users have the ideas than what Microsoft intends to do (or not) for the new smartphone. Some reassurance, however, came when the company introduced the world to Study, its PC all-in-one intended for companies and creative: if Microsoft has decided to enter the market for a PC so niche, there’s a good chance that will do the same with a Windows smartphone.
Let’s take a brief look at the situation of the segment of the PC All-in-One. According to estimates by Digitimes Research, in 2015, have been shipped 13.3 million, divided between Lenovo (28,8%), Apple (27,8%), HP (18,5%), Dell (11.3 Percent), Acer (3%), Asus and Micro-Star (both 2.3%).
in short, a market average reduced, especially if we compare it to the volume of shipment of smartphone and tablet. Microsoft decided to enter in another niche: the higher-end (Study part of the $ 3,000) targeting creative professionals and enterprises. In the case of his latest product was a success from the outset (result not expected), it speaks of the shipments in the order of hundreds of thousands, not millions.
ALSO READ: features of Windows 10 Creators Update that Microsoft has not said,
This commercial context, we said, sheds new light on the possibility that Microsoft decides to produce a smartphone Surface. This range has been exploited over the years for high-end products and to create new categories. The tablet Pro there is undoubtedly successful, to the point that all the other companies, Apple and Google included, now have a device 2-in-1 in their catalog; with Surface Phone, Microsoft aim at a narrow segment: professionals and companies, once again.
HOW COULD it BE the SURFACE PHONE?
The best example is the HP Elite x3, smartphone 3-in-1 that the manufacturer offers to the companies a complete package that also includes software that is specifically designed (as the virtualization of desktop applications). According to the most recent rumors, this is the direction that Microsoft intends to follow: a smartphone that could also be a laptop and a PC.
The Redmond company has undoubtedly jumped in the mobile market. He confessed to the chief executive officer Satya Nadella: he lost the "train". But smartphones are here to stay and for the next few years will remain the main access device to the internet. Just a few days ago is the news that traffic to the mobile web surpassed the desktop as a further demonstration of the global significance of this field.
Microsoft will never be able to reach the volume of shipments of the iPhone and of the main producers Android; not even to reach out. This does not preclude, however, that the company scraps a precise place on the market and that can create a new category of products: smartphones, 3-in-1, in fact. In this case it would not be she was the first, as we have seen, HP and Acer have already thought of it, but the name recall of the Surface is now strong and could push Surface Phone more than Elite x3 or Jade First.
MICROSOFT: “we are going to INVEST IN ARM CHIPS AND MOBILE NETWORK”
Interviewed by ZDNet, the executive vice president of the Windows group and Devices Terry Myerson has not specifically confirmed the development of a smartphone, but has highlighted the importance of the support ARM chips, and the cellular connectivity of the Windows 10 Mobile: “[...] we will Continue to invest in the ARM and the cellular network. And although I can not say what kind of devices, I think that we will see some Windows-based devices that use ARM chips. I think that we will see devices with cellular connectivity”. These two hardware features that combine the two types of devices: tablets and smartphones. The company has abandoned the idea of a tablet ARM after the failure of Windows RT, leaving only a smartphone as a potential device.
we must Also consider the ecosystem of hardware and software around the mixed reality and the creation of 3D images that Microsoft is creating. Paint 3D and Windows Holographic are two important steps and in 2017, HP, Acer, Asus and Lenovo also viewers of virtual reality based on the operating system of Redmond.
During the presentation of the 26th of October, we have also seen how using a smartphone can capture an image in three dimensions of an object and transfer it then on a PC where it can be modified with Paint, 3D application that will be introduced with the update Creators Update, expected to start in early 2017. In this context, a Surface Phone, maybe compatible with the Surface Pen, assumes a precise position, a piece of hardware that is missing to Microsoft.
Windows 10 is maturing. Although it is often the side and slower than the desktop version, the mobile edition is doing the same. Creators Update will include new features for the smartphone, especially with regard to software like Paint 3D. The mobile sector is more than ever relevant for both the general market and for the strategy of Microsoft, which of course can’t afford to forget it. the With Surface Phone could aim at the “mission impossible”: create a sub-category of smartphones to complement its investment in mixed reality and virtual.
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