Tag Archives: Windows 10

The Microsoft Surface Book has broken the copycat mold


Over the past decade, the importance of showcasing innovation in both product and design has become a pain point within the tech industry in which many have not alleviated. In a market where competition is high, but opportunities are slim, brands have struggled to break the copycat mold and come up with something different to set them apart from the rest. Brands are often keen in following the footsteps of Apple’s chief designer Jonathan Ive, such as Huawei’s iPhone 6 look-alike Honour 6 device which unashamedly has no original design features, however, it is refreshing to see Microsoft engage in an original industrial design philosophy with the recent launch of its Surface Book.

Understanding that design along with functionality drives desire, Microsoft has achieved the right equilibrium. The Surface Book’s sleek craftsmanship, accurate and responsive pen and touch support, as well as being twice as powerful as the Macbook Pro, has proved innovation in product and design is not just confined to only one brand. The laptop’s advanced display technology makes it not just attractive to look at, but natural and fluid to write on. Together, Surface’s creative director, Ralf Groene and Windows 10 devices head Panos Panay, have invented something new, desirable, and premium, giving the brand a new lease of life in the laptop category.

Other brands should take a leaf out of Microsoft’s book. Consumers are starting to see through the usual copycat formula as demonstrated when a new iPad launches, sending the rest of the tech world into tablet production overload. If brands want to establish themselves within a competitive market, it is about creating an identity that they can call their own, or risk being overshadowed by competing brands.

Whilst innovative design is always important, product functionality is also a game changer. Striking the right balance between the two, Microsoft’s new product launch has hit the ground running. Already running on 110 million devices worldwide and Windows 10 is off to the fastest start in history, could this be Microsoft’s time to shine and set the agenda for the next design-led tech trend? Maybe.


Read more at: http://www.brandingmagazine.com/2015/10/27/how-microsoft-has-broken-the-copycat-mold/

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Windows 10: Will Microsoft’s final OS reverse its fortunes?

windows 10 banner

Microsoft’s Satya Nadella has quite confidently said: “Windows 10 is a huge milestone for us as a company, and quite frankly the industry.”

You would expect this from the chief executive of what is still one of the globe’s largest and most influential tech companies, just maybe not as influential as they still perceive themselves to be or as threatening to the big A and G.

Microsoft’s decision to launch its OS for one last time in this manner and seek to upgrade in the same way as competitors do when needed or rather stealthy is a good idea. But financially, it may prove costly to manage when you consider the revenues Windows would generate for the company.

Once upon a time, the company’s OS was on 95% of OEM devices and now on an estimated tiny 14%. That’s a lot of licensing revenue down the tubes and with a mobile platform that is only on 3% of smartphones.

Now with Windows 10, perhaps achieving status as a serious player, offering synergy and a uniformed approach across not just PC’s, tablets and mobile but the Internet of Things will hopefully make Microsoft a more desirable platform to create apps for. The strategy, may just work if marketed and deployed successfully.

What does success look like? Doubling or tripling your share in smartphone penetration to some would be viewed as success but is 6% or 9% penetration even enough? I suspect not.

In order to do so, consumers need freedom of choice and cross-compatibility utilising devices and brands that they chose, with devices and software working in concert serving to enhance, not hinder the user experience. It’s the panacea every tech giant wants to achieve but as humans, we are pre-disposed to never be satisfied.

That’s what makes us unique, which reluctantly keeps tech evolving at a rate that many companies can’t feasibly afford to chase anymore, maybe?

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