It's a historic shift in Microsoft strategy. After three decades of software developed and left others manufacture of computers, the company introduced a line of private label tablets, called Microsoft Surface, to compete with the iPhone.
The announcement was made at a presentation in Los Angeles, which began about the 0h of Tuesday (Lisbon time). A week ago the event was generating great expectations and was surrounded by a secrecy that is more typical of Apple.
The Microsoft Surface tablets have a screen of 10.6 inches (slightly larger than the iPad) and equipped with USB ports. There are two models. One version is thinner and lighter and is equipped with the RT Windows (the Windows version 8 for ARM processors, which are typically used in mobile devices) - will be sold with 32GB and 64GB. A top model offers a higher quality display, more connectivity (three USB ports instead of two), comes in 64GB and 128GB and is equipped with Windows and Intel Pro 8. Microsoft did not give details about the camera that equips appliances. Prices were not disclosed.
Windows 8, which will hit the market after the summer, is designed to be used on both computers as in conventional tablets and is the first system from Microsoft designed to adapt to this kind of devices - the interface supports the use of both mouse and Keyboard as touch and gestures on the screen.
In the presentation, Microsoft CEO Steve Ballmer signaled the paradigm shift that this move represents to Microsoft with a type of statements that resemble those made by Apple executives, while advocating the integration of software and hardware. "We believe that any intersection between humans and machines can be improved when the hardware and software are considered together," Ballmer said.
It was precisely the strategy of software and decide to just let other brands create computers that are compatible with Windows gave Microsoft the lead over Apple in the 1980s. Now the company seems to adopt, at least in part, the strategy of the rival.
"The integration between hardware and software shall be recognized by Microsoft as essential in order to give consumers a product whose experience is better and that can compete with the popular iPhone," explains the PUBLIC Francisco Jeronimo, an analyst at IDC.
In addition to competing directly with Apple, Microsoft will also now compete with existing partners, companies that manufacture computers with Windows, but are preparing to take tablets hit the market with this system.
Microsoft also showed a protective cover tonight for Surface that has a physical keyboard integrated. The accessory is available in various colors.
The Surface will compete with the iPhone, which came in 2010, virtually inaugurating a segment in which Microsoft had already made up experiences, but almost no consequences.
It was precisely the strategy of software and decide to just let other brands create computers that are compatible with Windows gave Microsoft the lead over Apple in the 1980s. Now the company seems to adopt, at least in part, the strategy of the rival.
"The integration between hardware and software shall be recognized by Microsoft as essential in order to give consumers a product whose experience is better and that can compete with the popular iPhone," explains the PUBLIC Francisco Jeronimo, an analyst at IDC.
In addition to competing directly with Apple, Microsoft will also now compete with existing partners, companies that manufacture computers with Windows, but are preparing to take tablets hit the market with this system.
Microsoft also showed a protective cover tonight for Surface that has a physical keyboard integrated. The accessory is available in various colors.
The Surface will compete with the iPhone, which came in 2010, virtually inaugurating a segment in which Microsoft had already made up experiences, but almost no consequences.
"There are very important strengths and differentiators" in Surface analyzes Francisco Jeronimo, noting that one of them is the physical keyboard cover. "On the other hand, is very important to integrate Office. This will be the killer application for this Microsoft product is attractive compared to Android and the iPhone."
The analyst, however, sees a potential problem: "From the information given, the price perspective that is not low enough to compete in markets sensitive to this factor.
the event 'mysterious' Microsoft has suffered a slight delay. But it did not disappoint those who bet on a tablet: the new Surface, Microsoft's weapon to fight with the iPhone was announced by Steve Ballmer, CEO of the company. "It's a community of brand new computers from Microsoft," Ballmer said. "It embodies the notion that hardware and software they push each other forward."
Steven Sinofsky, president of the Windows and Windows Live took the stage to explain the details of the new tablet. Presented as' the stage of the new Windows ", the model is only 9.3 mm thick, with USB 2.0 ports, all made from magnesium. Has 10.6-inch screen and the device has access to all standard Windows applications store .
During the presentation, the tablet crashed. The solution was to get a new one and continue. Sinofsky did a demonstration and explained that the Netflix streaming application has been redesigned for Windows 8. "The Surface of the Wi-Fi is the best that has appeared in a tablet," he said.
The new Surface comes with its own support - Kickstand - without the need for accessories and covers. It is equipped with Gorilla Glass, and comes with integrated hood - which is also a multitouch keyboard - with only 3 mm thick. The keyboard / cover also includes a trackpad. The Surface will come in two versions, one with an Intel processor and Windows Pro 8, and another with ARM processor and Windows RT.
Check out the official specs:
Surface Windows RT
Operating System: Windows RT
Weight (1): 676 g
Thickness (2): 9.3 mm
Screen: 10.6 "HD Display ClearType
Power consumption: 31.5 W-h
Connections: microSD, USB 2.0, Micro HD Video, 2 × 2 MIMO antennae
Productivity: Office '15 'Apps, Touch Cover, Cover Type
Accessories: Case & Stand VaporMg
Storage: 32 GB, 64 GB
Surface Pro 8 for Windows
Operationalized System: Windows 8 Pro
Weight (1): 903 g
Thickness (2): 13.5 mm
Screen: 10.6 "Full HD Display ClearType
Power Consumption: 42 W-h
Connections: microSDXC, USB 3.0, Mini DisplayPort Video, 2 × 2 MIMO antennae
Productivity: Touch Cover, Cover Type, Palm Block with Pen
Accessories: Case & Stand VaporMg
Storage: 64 GB, 128 GB
No pricing information was given. The Windows version comes with the RT Windows 8 in September. The model with Windows 8 Pro is the market 90 days later, and will be sold in stores from Microsoft in the United States. In Brazil? Hopefully.
The event
In the room of the event at Milk Studios in Hollywood, when the guests began to come - as with some delay - screens showed images of tablets, according to The Verge. The guests were given champagne and, pending the start of the event, the images were giving 'tips' that a device with two screens would be announced.
Finally, with greetings to those present, warnings of what was or was not allowed and the increasing volume of the music, the event began.
Steve Ballmer, Microsoft CEO took the stage. "Thank you for being with us. Recent years show large changes in the industry, and Microsoft. Cloud computing, entertainment ... and all we have done, Windows is the heart and soul," he said. He recalled that the system runs on more than one billion PCs worldwide in homes, offices, schools, governments. "And Windows 8 reinvented it all," he continued.
Then, remembering the history of Microsoft, and bet Bill Gates, the founder, in software, Ballmer recalled the history of the company showing that Microsoft has made in terms of hardware over the years.
First it was the mouse. Then the keyboard with natural posture. In 2007 came the Microsoft Surface, Kinect (2010). Ballmer said that everything was designed, engineered and produced by Microsoft. The CEO spoke about the connection between man and machine, which gets better with the right mix of hardware and software.
Announcing that it was time for a new addition to Windows 8, Ballmer announced a new family of devices, directly from Microsoft. He showed then the new Microsoft Surface, the tablet of the company, one of the most persistent rumors when people wondered what would be the 'mysteries' big announcement. According to Ballmer, people today want to work and play in one device - and therefore, presented the response from Microsoft: the new Surface.
The analyst, however, sees a potential problem: "From the information given, the price perspective that is not low enough to compete in markets sensitive to this factor.
the event 'mysterious' Microsoft has suffered a slight delay. But it did not disappoint those who bet on a tablet: the new Surface, Microsoft's weapon to fight with the iPhone was announced by Steve Ballmer, CEO of the company. "It's a community of brand new computers from Microsoft," Ballmer said. "It embodies the notion that hardware and software they push each other forward."
Steven Sinofsky, president of the Windows and Windows Live took the stage to explain the details of the new tablet. Presented as' the stage of the new Windows ", the model is only 9.3 mm thick, with USB 2.0 ports, all made from magnesium. Has 10.6-inch screen and the device has access to all standard Windows applications store .
During the presentation, the tablet crashed. The solution was to get a new one and continue. Sinofsky did a demonstration and explained that the Netflix streaming application has been redesigned for Windows 8. "The Surface of the Wi-Fi is the best that has appeared in a tablet," he said.
The new Surface comes with its own support - Kickstand - without the need for accessories and covers. It is equipped with Gorilla Glass, and comes with integrated hood - which is also a multitouch keyboard - with only 3 mm thick. The keyboard / cover also includes a trackpad. The Surface will come in two versions, one with an Intel processor and Windows Pro 8, and another with ARM processor and Windows RT.
Check out the official specs:
Surface Windows RT
Operating System: Windows RT
Weight (1): 676 g
Thickness (2): 9.3 mm
Screen: 10.6 "HD Display ClearType
Power consumption: 31.5 W-h
Connections: microSD, USB 2.0, Micro HD Video, 2 × 2 MIMO antennae
Productivity: Office '15 'Apps, Touch Cover, Cover Type
Accessories: Case & Stand VaporMg
Storage: 32 GB, 64 GB
Surface Pro 8 for Windows
Operationalized System: Windows 8 Pro
Weight (1): 903 g
Thickness (2): 13.5 mm
Screen: 10.6 "Full HD Display ClearType
Power Consumption: 42 W-h
Connections: microSDXC, USB 3.0, Mini DisplayPort Video, 2 × 2 MIMO antennae
Productivity: Touch Cover, Cover Type, Palm Block with Pen
Accessories: Case & Stand VaporMg
Storage: 64 GB, 128 GB
No pricing information was given. The Windows version comes with the RT Windows 8 in September. The model with Windows 8 Pro is the market 90 days later, and will be sold in stores from Microsoft in the United States. In Brazil? Hopefully.
The event
In the room of the event at Milk Studios in Hollywood, when the guests began to come - as with some delay - screens showed images of tablets, according to The Verge. The guests were given champagne and, pending the start of the event, the images were giving 'tips' that a device with two screens would be announced.
Finally, with greetings to those present, warnings of what was or was not allowed and the increasing volume of the music, the event began.
Steve Ballmer, Microsoft CEO took the stage. "Thank you for being with us. Recent years show large changes in the industry, and Microsoft. Cloud computing, entertainment ... and all we have done, Windows is the heart and soul," he said. He recalled that the system runs on more than one billion PCs worldwide in homes, offices, schools, governments. "And Windows 8 reinvented it all," he continued.
Then, remembering the history of Microsoft, and bet Bill Gates, the founder, in software, Ballmer recalled the history of the company showing that Microsoft has made in terms of hardware over the years.
First it was the mouse. Then the keyboard with natural posture. In 2007 came the Microsoft Surface, Kinect (2010). Ballmer said that everything was designed, engineered and produced by Microsoft. The CEO spoke about the connection between man and machine, which gets better with the right mix of hardware and software.
Announcing that it was time for a new addition to Windows 8, Ballmer announced a new family of devices, directly from Microsoft. He showed then the new Microsoft Surface, the tablet of the company, one of the most persistent rumors when people wondered what would be the 'mysteries' big announcement. According to Ballmer, people today want to work and play in one device - and therefore, presented the response from Microsoft: the new Surface.
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