It is believed that current CEO Satya Nadella and Executive Vice President Stephen Elop, decided to back off as they both felt that the chances of this product being a winner in the market were less as it had no special features that would differentiate it from rival products already in the market.
In the smaller segment, companies like Dell, Toshiba and Apple’s iPad Mini already have a market share. It is believed that Microsoft had been closely working with Qualcomm on the Surface, and the idea to drop the product was sudden. However, MS might still look at the small-size segment in the future.
Larger devices have worked well for MS, especially the Surface series, even as ARM based devices sold more.According to the NPD Group, So far this year, sales of tablets with screens bigger than 9 inches are down 12%. The Pro versions of Microsoft’s device are outshipping the RT version, which uses ARM-based chips, by a margin of about four to one, according to IDC.
Also, Microsoft’s Surface had just 1.3% share of the market in the first quarter, while smaller-size tablets accounted for 53% of sales in the period. Nadella stated that he would want the company to have a single focus ‘mobile first, cloud first’.
Image Source: PCAdvisor
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