By Kim Yoo-chul
Microsoft (MS) is seeking to become a “game changer” in the tablet computer market currently dominated by Apple and Samsung Electronics, the company said Monday.
The ambitious plan was unveiled at a news conference to introduce its latest 8-inch tablet at its headquarters in Seoul.
“We just want to be a challenging changer in tablets,” Kim Young-wook, a senior technology officer at MS Korea, told The Korea Times.
“We’ve set the price tag of the device at a very appealing level and that means MS will be aggressive in promoting the 8-inch tablets. Initial responses to our device are impressive. Our device could play a key role as the right connector linking legacy products and mobile devices,” he added.
The basic model of the 8-inch tablet running on Windows mobile software will cost $299, while models with additional features will cost more.
The company is well aware of the ongoing trend in the global PC industry that tablets are rapidly replacing conventional T-Tower style PCs, notebooks and even ultra-book PCs.
“It’s fair to say consumers want to experience things that they get in big PCs within mobile devices. It’s too early to say that PCs are phasing out. PCs are evolving. This is the right timing and that’s why MS remains bullish about the outlook of 8-inch tablets,” said the official.
While the sizes of tablet PCs have been increasingly getting larger over the past few years, with Apple preparing to launch a 12.9-inch mega-sized one for educational purposes, MS has no imminent plan to join the move, said the company official.
“We are now seeing 10-inch, 12-inch and even larger ones in the market. But the 8-inch one is definitely receiving the warmest consumer response based on our own analysis. The 8-inch tablet is light but has powerful functions,” Kim said.
He added that the company will diversify its customer base by approaching education and financial firms to increase sales of the devices.
“Existing notebook users want batteries with longer life-spans, while ultrabook users want bigger size and more features. The 8-inch tablet is reflecting those demands,” the official said.
At a news conference, the official demonstrated various usages and applications of the tablets to possibly be used by college students, professors, doctors, travelers, salaried workers and shop owners.
MS has teamed up with Samsung Electronics, Intel and other Taiwanese parts suppliers to source the needed components.