It isn’t often that I see a corporation setting themselves up for a fall, to do so twice in a short time span is almost staggering, but would you know it, Microsoft pulled it off!
Now, we need to consider the setting in the right light. They want to capture part of the Apple market and that is a valid jump, yet they are doing it whilst the Apple is sitting there with hundreds of thousands of apps, a setting that almost smoothly sets you up for your music, your photos, your face time and your data. I still have the very first 64GB iPad. It has been running 24:7 for close to 7 years. Only now, only this year did I get the first issue with my 1st generation iPad. This is the situation that Microsoft is facing up and guess what! They still fumble the ball. So the equivalent of the 128GB iPad (the new one) is $100 more expensive than the Apple edition. In addition, the Surface Go does not offer Cell next to the WiFi, which Apple does, making it more ‘on-the-go’ than the Microsoft version is.
The fact that they still screw around with 64 Gb in this day and age, whilst most consider 128 GB now a minimum for anything larger than a mobile phone was the first fumble. It goes beyond that and the editorial of NewWin gives the best voice in all this, they tell you ‘Microsoft’s Surface Go is not the tablet that can replace your tablet‘, no way is there an option for me to phrase it better. They do one better with “But the Surface Go doesn’t make sense as a tablet, because Microsoft hasn’t invested in building a decent Windows 10 tablet experience, and this goes beyond apps“, that in a setting where we need to look deeper at what Apple offers, the numbers that were released in LifeWire gives us that as per March 2018 2,100,000 apps have been released, as per March 2016 – 1,000,000 iPad apps have been released. This discrepancy is mainly as the separation between iPad and iPhone apps went away, the iPhone became larger and as such we can run most apps on both, in addition, as apps designer focused on iPhone apps, as they would work on both is pretty much the other reason. You can read more on these numbers (at https://www.lifewire.com/how-many-apps-in-app-store-2000252). That is the setting Microsoft was up against and whilst they mess around with a 64 GB and larger, the mere setting to just accept that 128 GB is the minimum norm would have been a clever step, the mere consumer difference is $70, that whilst Microsoft will always have a much better price, that is the given and the consumer feels cheated! It is even clearer when we look at the PC World views (at https://www.pcworld.com/article/3288206/tablet-pc/microsofts-399-10-inch-surface-go-rethinks-the-windows-tablet-for-consumers.html). As we focus on “Microsoft designed the Surface Go for people in motion: the sales exec who makes a quick edit or two to a presentation while at her daughter’s soccer practice, for example. A Wi-Fi-only model will ship first, followed an LTE model later in 2018“, yet when we consider ‘the sales exec who makes a quick edit or two to a presentation‘, whilst ‘at her daughter’s soccer practice‘, considering that she is in a place with flaky Wi-Fi and optionally out there with no Wi-Fi makes the absence of a cellular option even more confusing. Not unlike the Xbox One fiasco, it seems that Microsoft does not comprehend their customers, plain and simple. Instead of learning from Google and just hand everyone a 128 GB model even with merely 6GB would have made all the difference but the people setting the stage do not comprehend that rationing the gravy or ketchup merely gives the visitor most likely merely a dry meal, and today the people realise the power of storage, they see it every day, to just take storage doubt off the board they could create trust, Microsoft decided not to do this.
NeoWin gives even more (at https://www.neowin.net/news/microsofts-surface-go-is-not-the-tablet-that-can-replace-your-tablet) and with “Users have complained about missing features like multi-selection of tiles for improved app organisation, folder naming, requested a more touch capable File Explorer and more” they are showing us that they are before the moment that Apple surpassed at least two generations earlier in their devices. This is a level of non-vision that you expect from sophomore students, not in a Fortune 500 company, and I reckon it will all be to push them into the Azure cloud, because that is what brand X requires. I am actually puzzled how Microsoft is not losing market share in a much faster rate. Apple and Google are surpassing IBM and Microsoft at a better and faster stage than ever before, from what I can tell it is done by looking at the population that fits the board of directors, not in the setting that actually represents the population. A view set on corporate policies, not on what the people need, desire and prefers.
It escalates when we consider “while the Microsoft Store app ecosystem is a dead horse that’s been beaten over and over, it has gotten worse since the Surface 3. Microsoft is no longer pushing the Universal Windows App ecosystem as hard as it did in previous years and developers have subsequently jumped ship“, this now implies that the Surface Go is a system that goes nowhere fast and will reduce its own market and options faster still, so when we see that it is $100 more than the Apple iPad with cell and Wi-Fi, why would we consider a device that was surpassed by Apple by 2014, 4 years ago and the Microsoft version has not even been released yet. The only selling part might be Microsoft Office, but yet there we see that Google with Docs and Sheets is an equal in pretty much every way, so there we are with hardware that I dreamed off in 2003, Apple delivered 7 years later and Microsoft is only now getting to that point, and when you realise that you need a keyboard and pen to make the Surface Go decently usable, which is another $200, what direction would you take? Apple or nowhere? So what is Microsoft doing exactly?
Even when we consider other fields, the Microsoft Go will falter on no less than 5 given field settings against the Raytheon Tablet that is already pushing technological boundaries, some that would frighten Apple to a certain extent, others are not worthy of consideration when we consider the market Apple is in. In that my sense of humour takes over when we consider two developers, the first Steven Weeks, the Hydra Swarm program manager who gives us (in regards to the Raytheon solution) “Drop it in the water, you can do that.” and then there is Jeff Mazurek, the iConnect program manager who gives us “What the army is focused on is a single, central battery that will connect to the other batteries and trickle-charge them” , yes you can giggle all you like, Microsoft is THAT far behind, a military developer like Raytheon surpassed them not overnight, but in the timeframe where they (Microsoft that is) were all falling over one another on the ‘greatness’ of Azure cloud and all the logic defying marketing on the Surface pro (and how it was actually really overpriced) in that time Raytheon got a tablet past primary development that is surpassing whatever Microsoft is offering the consumer now. In all this, Raytheon has the basic setting of a field version of a table that would be interesting for pretty much anyone in the Middle East, Latin America, Canada and Rural India and China. By the way these populations surpass the 2 billion mark, 25% of the population on the planet. A group that Microsoft has always ignored and that is fair enough, because the bulk cannot afford a tablet, but to offer one that is already lagging in too many fields is just slightly too weird for my liking and I actually love weird at times.
In the end PC World gives us “The Surface Go enters a tablet space whose most popular players include the Android-based 9.7-inch Galaxy Tab S3 for a lofty $599 and the far more affordable Amazon Fire HD 10 for a mere $150, as well as, of course, the dominant Apple iPad, which starts at $329. It appears that Microsoft is shooting for somewhere in the middle“, I cannot completely agree. Not on the assessment of PC World, but on the path of Microsoft, if they were serious in any way, than they would have given us one model, the 128GB storage/6GB RAM model, allowing the people to get traction, allowing others to see what apps can grow the business whilst giving the people a device that has enough for all their office needs and entertainment value (music and video), that would have been a serious step, Microsoft faltered there (yet again). And whilst offering that for a mere $450 to the education community getting the growth of the next generation through loyalty growth they had a starting path. It seems to me that someone decided against that and they are merely a niche taste that had no distinctive taste and has the aroma that would have been accepted by the consumer 5 years ago. In today’s market it merely looks like an ‘1850 salt print’ in a 1.6 million colour digital marketing world. Some will love the nostalgia, yet a mere 5 minutes later they will be required to meet the updated deadline(s), and when Wi-Fi is flawed, those users will not have any real option.
In the end, is this the Surface Go or the Surface Go Away?