Out of the misunderstanding the core of Microsoft surface mobile phone in where The Sohu of science -coscoqd

Out of the misunderstanding: where is the core of Microsoft’s Surface mobile phone? In view of science and technology – Sohu Microsoft Lumia brand (acquisition of NOKIA’s mobile phone business and mobile phone industry) in the global smart tepid performance, there has been rumors in the industry, Microsoft is developing a new brand and a series of intelligent mobile phone "Surface Phone", even with the function of configuration also leaked into the network. With the recent registration of Microsoft "surfacephone" domain name, so that the credibility of the rumors increased. So why should Microsoft push Surface brand mobile phone? If it is launched, the core or competition point should be where? As everyone knows, Surface is Microsoft’s own brand of tablet computer (a tablet computer from Microsoft authorized Windows in OEM manufacturers) and in the tablet computer market has a certain degree of brand awareness and market share, for the industry, including Microsoft himself in consciously or unconsciously into the mistakes of Surface. Surface whether in the brand influence or actual market share, revenue has surpassed its own smart mobile phone brand Lumia, more important is Surface has been established in the tablet computer market position, so with the help of the tablet computer market brand extension effect, can pull Microsoft in the smart mobile phone market growth, really so? Admittedly, the mention of Surface, immediately think of is Microsoft’s tablet computer and sold well, but the so-called good is Microsoft’s only a self Hi, because the industry in the tablet computer, whether from sales or revenue perspective, actually none of the tablet computer industry and its produce a substantial impact. According to IDC statistics showed that sales for years of global tablet computer, Microsoft Surface sales last year that Apple founder don’t challenge the tablet computer industry, not even in the top ranks, that is to say the highest annual sales will not exceed million (as ranked HUAWEI tablet computer sales department, 000) is at best flat the computer second camp, and in view of the tablet computer market overall decline trend, is not optimistic about the future prospects of the Surface tablet computer. Let us think of Microsoft Surface tablet computer in the industry is the lack of brand influence and competitiveness, in the last quarter, Microsoft in the apple iPad Pro excellent situation of popular industry criticized by all of its Surfce series of tablet computer sales was less than iPad Pro that a flat plate computer sales, as revenue, even in the Microsoft Surface revenue grew 29% to $1 billion 350 million in the case, iPad Pro also lost a tablet computer in billions of dollars in revenue, only when the season apple iPad tablet computer Revenue $15. And for Microsoft’s own business, Surface series tablet computer revenue only accounts for about 23 billion 796 million of Microsoft’s revenue of $6% in the quarter, if it can be ignored, some exaggerated words, to.

走出误区:微软推Surface手机的核心在哪里?-搜狐科技   鉴于微软Lumia品牌(并购诺基亚手机业务而来)在全球智能手机产业不温不火的表现,行业内一直有传言称,微软正在开发全新品牌和系列智能手机“Surface Phone”,甚至各种详细的功能配置也泄漏到了网络上。而随着近期微软注册了“surfacephone”域名,让此传言的可信度大增。那么微软为何要推Surface品牌的手机?其如果推出,核心或者说竞争点应在哪里?      众所周知,Surface是微软自己平板电脑的品牌(有别于微软授权Windows于OEM厂商的平板电脑)且在平板电脑市场获得了一定的品牌知名度和市场份额,为此业内,包括微软自己都在自觉或不自觉之间陷入了Surface的误区。即Surface无论是在品牌影响力还是实际的市场份额、营收等都已经超过了自己的智能手机品牌Lumia,更重要的是Surface已经确立在平板电脑市场的地位,所以借助其在平板电脑市场品牌的延伸效应,可以拉动微软在智能手机市场的增长,事实真的如此吗?   不可否认,提及Surface,业内马上想到的就是微软的平板电脑且销量不错,不过这个所谓的不错仅是微软的一种自嗨,因为将其放到其所属的平板电脑产业中,无论从销量还是营收的角度,实际上均未对平板电脑产业和其自身产生实质性的影响。据IDC对于年全球平板电脑的销量统计显示,去年微软Surface的销量不要说挑战平板电脑产业的鼻祖苹果,甚至未进入前的行列,也就是说其全年的销量最高不会超过万部(因为排名第的华为平板电脑的销量是万部),充其量是平板电脑的第二阵营,而鉴于平板电脑市场整体走低的趋势,未来Surface平板电脑的前景并不乐观。      更让我们觉得微软Surface平板电脑在业内缺乏品牌影响力和竞争力的是,在上个季度中,微软在苹果iPad Pro颇受业内诟病的大好形势下,其全部Surfce系列的平板电脑销量竟然不及iPad Pro这一款平板电脑的销量,至于营收,即便是在微软Surface营收同比增长29%达到13.5亿美元的情况下,也不敌iPad Pro一款平板电脑亿美元的营收,仅是苹果当季iPad平板电脑营收亿美元的1 5左右。而对于微软自身业务而言,Surface系列平板电脑的营收仅占当季微软整体237.96亿美元营收的6%左右,如果说可以忽略不计有些夸张的话,至少没有对微软的业绩产生实质性的影响。   我们之所以做上述的分析,是想说明如果微软未来发布Surface品牌手机的话,如果只是单纯或者误认可以借助Surface在平板电脑市场成功的品牌延伸效应就可以在智能手机市场取代Lumia的话,那就大错特错。因为就像我们前面分析的,在平板电脑产业和市场中,Surface的实际市场表现并不抢眼。那么问题来了,微软是否有必要发布Surface品牌的智能手机?   这里我们不妨简单回顾下Surface品牌的发展。简而言之,就是当时在平板电脑市场OEM厂商对于平板电脑搭载Windows系统并不“感冒”。所以微软更多是在无奈之下发布了自己的平板电脑,即便是这样Surface也走了一段弯路。即当时为了顺应或者说迎合移动市场(智能手机和平板电脑)ARM是主流的趋势,采用了ARM+Windows和x86+Windows(Wintel)两种软硬组合的方式,前者是Surface RT,后者就是现在的Surface Pro,但均属于Surface品牌。后来的市场发展证明,不要说与苹果的iPad相比,与ARM+Android的Android阵营的平板电脑相比,微软ARM+Windows的Surface RT体验极差,这也为何最终微软放弃了Surface RT的开发,其Surface品牌的平板电脑全部转向Wintel组合的Surface Pro系列且获得市场相对认可和成功的主要原因。而我们之所以将其称为相对认可和成功仅是指对微软自身,即ARM+Windows和Wintel之间的比拼中,市场和用户更认可x86+Windows,而这才是Surface品牌的核心或者说其背后的实质。   这自然也引出了我们要说的微软推Surface品牌智能手机的核心,即Wintel的组合,确切地说是Wintel的生态。毕竟目前微软智能手机Lumia采用的ARM+Windows生态被证明在智能手机市场毫无竞争能力,故无论是从生态互互补(Lumia依然采用ARM+Windows,Surface采用Wintel),还是最后一搏(淘汰ARM+Windows生态的Lumia,仅采用新的Wintel生态的Surface)的策略,Surface只能采用单一的Wintel生态才具有推出的意义和价值。反之,如果微软的Surfacd品牌手机还是采用ARM+Windows的生态组合,不仅与目前的Lumia无异,还可能会造成双方的互搏,更重要的是,之前Surface品牌在平板电脑市场产生的相对品牌影响力和市场份额及增长背后已经证明Winte的组合才是其真正的核心价值所在,而不是品牌本身。相关的主题文章: