Microsoft has been saying that people should be ready to expecting more from tablets than what is being delivered by the market, currently being topped off by the Apple iPad and a raft of what it calls ‘me too’ devices in the sense of Androids.
The firm argues the tablets on the market at the this point are heavily advertised devices – in that they are only really made for watching movies or surfing websites – but that the next generation will be a ‘richer experience’ and much more skewed towards creating things.
In an industry largely made up of Apple iPads and rows of Google Android based rivals, Microsoft believes its Windows offering is in the pipeline to take advantage of this new dawn of change in expectations.
“Like any opening market it’s going to grow like billy-o, you just have to see how it matures. The door has been opened by the media tablet, and that makes people think ‘where do I go next’, said David Rodger, Microsoft’s partner strategy lead that is responsible for tablets to MCV.
“People will progressively expect more and more from the device they have. I’m not saying our competition won’t evolve with that, but certainly we believe we’re there already.”
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Frankly it sees a massive opening in the business market: “That’s where we’re seeing an opportunity with our devices. What’s happened is Apple has come in, and then a lot of ‘me too’ devices have followed, primarily aimed at the consumer. From our perspective, we really understand business needs.”
On whether Apple can actually be kicked off from the top spot in such a market shift competitiveness, Rodger said: “They (Apple) obviously have the position they have right now in the market. The next generation brings a richer experience, not just a consumption experience.”