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Transcript

Apple has high quality products,

but that come at a high cost as well.

Windows has moderate prices for their products, that come with a moderate quality not up to the standards of Apple.

Android tablets come at a more moderate price, but still have high quality products.

Kindle’s come at a lower cost, with lower quality and not as much processing power.

Lifestyle = Hip, Trendy

Motives = Need a tablet for on the go use and ease of use

Needs = Affordable, mobility, large memory

Interests= Music, web browsing, blogging, apps

Competitive Advantage

  • Touch Cover – A magnetic cover with a touchpad and keyboard.
  • Windows-RT Operating system – Operating system compatible with Microsoft Office.
  • Dual Antennas – Helps pick up a more reliable 3G/4G signal.

SWOT Analysis

Strengths:

Innovative, creative, extended

battery life, compatible w/MS

Office, both tablet and full power

laptop, first of it’s kind.

Weaknesses:

Expensive, new to the market,

not enough width to target market,

tablets are not a new idea,

Windows tablet sales almost

non-existent before release.

Surface with Windows RT

Opportunities:

New era for Windows, attract

new consumer base, additional

revenue, benefit reputation of

Windows.

Threats:

Large amount of competition

(iPad, Kindle Fire, ASUS

Transformer, Blackberry

Playbook).

Economic issues

  • Thickness: .53 in
  • Weight: 1.99 lbs
  • Screen Size: 10.6 in (1920x1080 pixels
  • OS: Windows 8
  • CPU: Quad-core NVIDIA Tegra 3
  • RAM: 2GB dual channel
  • HD Capacity 32GB and 64GB
  • Power Supply: 24W (31.5 W-h)

Perceptual Map

Surface with Windows 8 Pro

  • Thickness: .53 in
  • Weight: 1.99 lbs
  • Screen Size: 10.6 in (1920x1080 pixels)
  • OS: Windows 8
  • CPU Brand: 3rd Gen Intel Core i5/HD Graphic 4000
  • RAM: 4GB dual channel
  • HD Capacity: 64 GB and 128 GB
  • Power Supply: 48W (42 W-h)

Market Segmentation

Product Description

Windows Surface

  • THE FIRST Microsoft tablet
  • Available on January 2013
  • Launch Price: $899.00
  • Releasing two versions
  • OS: Windows RT
  • OS: Windows 8 Pro

Value Hierarchy of Attributes

Mission Statement

Analysis

Stylish

Cool

New

Microsoft Windows has shown their focus on customers and it has paid off. Windows has shown their commitment with the ever-growing features included in each new release, matching the desired product every user expects. The key to their success is listening to the customer rather than the idea, and of course, adding their innovative twists to keep things interesting.

Tablet

Technology leader

Universal

Computer

Can use anywhere

Reliable

Performance

Objectives

Mission Statement

Positioning

At Microsoft, our mission and values are to help people and businesses throughout the world to realize their full potential.

We consider our mission statement a promise to our customers. We deliver on that promise by striving to create technology that is accessible to everyone—of all ages and abilities. Microsoft leads the industry in accessibility innovation and in building products that are safer and easier to use.

  • Integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect.
  • Taking on big challenges, and taking pride on seeing them through
  • Holding themselves accountable to their customers, shareholders, partners, and employees
  • By honoring commitments, providing results, striving for highest quality

-mid range price

-unique

-small percent of whole market

-new

-exiting

Background

Overview

  • Windows has kept up with the fast pace advancements in technology and is still improving with technology advancements.
  • The new Windows Surface is a prime example. A tablet in direct competition with the fast growing Apple Inc.
  • Listening to the customer in order to produce the best products in the market
  • Bill Gates and Paul Allen formed Microsoft in 1975
  • New OS, “MS-DOS”, command oriented (Microsoft Disk OS) created in 1980 teaming up with IBM
  • In 1982-’85 Windows 1.0 (mouse) is released partially fixing complicated aspects in MS-DOS
  • 1987-1992: Windows 2.0 is released becoming world’s largest PC software co. based on sales in 1988
  • 1990-1994: Windows 3.0 – NT 3.1 era improving graphics(16 colors), speed (32-bit OS), games(solitaire and minesweeper)
  • 1995-2001: Windows ’95, ‘98, to professional; introducing the Internet era (media)2001-Current: Windows XP introduces a new look, modernized and clean, including wireless network adapters (64-bit). Introduced Vista in 2006 focusing on security, then Windows 7 focusing on the wireless world and ease of use with laptop features.

Microsoft Surface

LL

Target Market

Psychographics

Advertisement

Age- 18-35

-people interested in new products

-tech savvy people

Shows versatility of the product

Applies a personality to the new brand

Gives a new technological age to tablets

Improved Advertisement

* Appeal to a broader age group *Show more hardware specs *EXPLOSIONS

Possible Promotions

There are currently no sales or cost promotions because the product is unreleased.

It's expected launch is January 2013.

There is a potential for holiday deals if you pre-order.

Multiple order discounts.

Bundling opportunities with software (Windows 8, etc).

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