Surface Go 'cool factor' will be crucial to its success

"Cool" isn't a term frequently applied to Microsoft or its products. In fact, its enterprise-focused efforts take some claiming Microsoft is condign the next "IBM," or a groundwork provider of cloud, development and software platforms with niggling consumer appeal.

Consequently, Microsoft is a well known but not necessarily "cool" brand. Smartphones, Apple's iPads, and some Android tablets are the cool products that have excited users for years. Microsoft's defunct phone platform and expensive productivity-focused Surface Pros haven't done the same for the masses.

Surface Pro is splendid for leisure and productivity, but its loftier price makes it inaccessible for most. Furthermore, its positioning as Microsoft'south "virtually versatile laptop," places information technology more inline with Ultrabooks than portable and cool iPads. Combined with its "Pro" title, Microsoft pushes Surface Pro as productively efficient, powerful and versatile but not fun nor absurd.

Surface Go, which is essentially a mini Surface Pro with a cooler name, lower price and consumer-focused marketing, changes that.

See Surface Go at Microsoft

Surface Go: What's in a name?

A products proper name is important to its success. If it doesn't communicate what the product is, isn't piece of cake to say or remember, and isn't "catchy", even a cracking product tin can fail to capture consumers' attention. The proper noun must also work seamlessly with the broader marketing message.

Microsoft says Surface Go is for everyone. That encompasses millions of consumers who love their iPads, iPhones, Android phones, and tablets. Thus, Surface Become must win hearts and minds that have been shaped by aggressive marketing and "trained" to eagerly anticipate yearly upgrades to the iOS and Android devices they've committed to.

'Surface Get' has a fun band to it.

That "shared" upgrade experience and the sense of belonging to groups that apply particular devices cements the "coolness" of Apple'southward and Android OEM's devices in the civilization. This intangible emotional tie is an asset that is hard to combat. It is inside this context Microsoft is positioning Surface Get as a cool consumer-focused alternative.

"Go," is a term that communicates a fun, not-all-business concern device. "Surface" conveys the familiar quality PC category capable of getting down to business when needed. "Surface Go" communicates a powerful ultra-portable device that goes everywhere with a user for everything he does. The name is also catchy and easy to say and remember. Combined with Microsoft's marketing for leisure activities, like watching movies, listening to music, taking pictures and spider web-surfing, it potentially has the experience-skilful and productivity ingredients to generate the mass consumer appeal that makes products cool.

Surface expectations and quality thing

Effective marketing can backfire if a production doesn't meet expectations. Fortunately, Surface Become has the context of Microsoft's standard-setting Surface brand backing it. Microsoft'due south Master Product Officer Panos Panay is known for painstaking attention to particular and perseverance toward getting a product right. For example, he fabricated Surface the successful family of devices that it is today after 2 failed iterations and a billion-dollar loss.

Our Executive Editor Daniel Rubino's Surface Go review confirms Microsoft brought the same quality standards Surface is known for to Surface Become. In fact, Surface Go exceeded Daniel's expectations.

Microsoft'south marketing of Surface Get as a device with tablet mobility and laptop productivity, without locking information technology into either category, flexibly positions it so consumer expectations are not also rigid. The Type Encompass-less $399 base model serves the common tablet expectations of spider web-surfing, listening to music, watching videos and extreme portability at a price consistent with Microsoft's "Surface Go is for everyone" message. Adding a $100 Blazon Cover gives users an ultra-portable and affordable high-quality $500 laptop that's notwithstanding consistent with Microsoft's messaging. For an additional $100 the Surface Pen makes this tablet-laptop an optimally-sized digital notepad.

Is Surface Go cool enough?

Surface Go has its shortcomings, namely a less than optimal Tablet Way and a deficit of mobile apps when compared to iOS and Android. Only its ultraportability, laptop manner and capacity as a digital notepad are standout features.

Microsoft'southward consumer-focused marketing, attainable pricing, and loftier-quality Surface design may be enough to entreatment to the masses. If so, Surface Get's cool factor will exist its key to success.

See Surface Go at Microsoft

Related

• Surface Go vs. iPads
• Surface Go vs. Chromebook

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Source: https://www.windowscentral.com/surface-gos-cool-factor-may-be-its-key-success

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