The Microsoft Surface developed under the code name “Milan” is the first product being marketed by Microsoft’s secret surface computing team, consisting of only 120 people. The Microsoft Surface is a computer in the form of a table, which uses a hard acrylic tabletop as a high resolution computer screen. The surface differs from a touch sensitive screen, as instead, uses multiple cameras beneath the surface, which recognized when someone touches it. The system recognizes items based on shapes, as internal projector lights screen from beneath the table. The tabletop itself does not contain any electronics, which Microsoft says should help in increasing its durability. Users can apply their hands using direct manipulation, to touch virtual objects on the screen, just as you would with a mouse, but with multiple points of origin instead of a single cursor. Furthermore it utilizes multi-touch technology, as it can be used my multiple people at the same time. The table is 22 inches high, 21 inches deep, 42 inches wide with a 30 inch screen. The table uses custom software on top of windows Vista and comes with integrated Wi-Fi and Bluetooth Wireless, wired Ethernet, hard drive and 1 GHz processor.
The Microsoft surface is being marketed at hotels, retail establishments, restaurants and public entertainment v
enues, with current contracts including; Harrah’s entertainment, Starwood Hotels and resorts and T-Mobile. Harrah’s, for example, plans the use the system as a ‘virtual concierge’ desk giving immediate access to about events, able to plan personal itineraries, and in the fututre possibly act as mechanism for ordering meals.
With the implementation of the surface, Microsoft must consider Porter’s 5 forces in tryin to understand its potential position in this industry. Microsoft should most prominently be focusing on the amount of buyer power the consumer holds and the possible threat of new entrants. Buyer power is said to be high when the buyers have many choices. In the case of the Microsoft surface, it is originally being marketed to other businesses creating a business to business transaction. Businesses who are considering buying the product have a medium buying power. High buying power is said to exist when the buyer has many choices. In this case the buyer has two choices, stick to the old technology or purchase a Microsoft surface. Switching to the Microsoft surface is not a necessity, but it could create a loyalty program with their customers, as the customer gets used to the more convenient technology and is reluctant to recede back to the old methods. Also, businesses must be careful not to fall behind leading IT in their industry as it can cause serious financial strain
The threat of new entrants must also be considered when launching the new Microsoft Surface. Fortunately for Microsoft the direct threat for new entrants is low. The technology which the Surface uses is very unique and cannot simply be replicated and resold by other companies. Microosft has been adimit about keeping this new technology as quites as possible, only assigning 12o peopel to the project team. Also Microsoft will hold a distinctive first mover advantage over any other businesses who attempt to market similar technology or functions that the Microsoft Surface supplies. the Micrososft Surface is a new innovative and emeriging technologies, which threatens to re-design the way we think about computers.
CLICK FOR VIDEO: http://www.popularmechanics.com/technology/industry/4217348.html
REFERENCES
Bishop, T. Microsoft Surface Brings Computing to the Table. Retrieved May 30, 2007. From: Business
Web Site: http://seattlepi.nwsource.com/business/317737_msftdevice30.html
Derene, G. Microsoft Surface (Behind the Scenes). Retrieved October 1, 2007. From: Popular Mechanics.Web Site: http://www.popularmechanics.com/technology/industry/4217348.html
Duncan, R. Microsoft Announces Surface Computer. Retrieved May 29, 2007. From: Tech Crunch
Web Site: http://www.techcrunch.com/2007/05/29/microsoft-announces-surface-computer/
Kowaliski, C. Microsoft unveils 'Surface' interactive table. Retrieved October 2, 2007. From: The Tech Report.Web Site: http://techreport.com/discussions.x/12576
enues, with current contracts including; Harrah’s entertainment, Starwood Hotels and resorts and T-Mobile. Harrah’s, for example, plans the use the system as a ‘virtual concierge’ desk giving immediate access to about events, able to plan personal itineraries, and in the fututre possibly act as mechanism for ordering meals.With the implementation of the surface, Microsoft must consider Porter’s 5 forces in tryin to understand its potential position in this industry. Microsoft should most prominently be focusing on the amount of buyer power the consumer holds and the possible threat of new entrants. Buyer power is said to be high when the buyers have many choices. In the case of the Microsoft surface, it is originally being marketed to other businesses creating a business to business transaction. Businesses who are considering buying the product have a medium buying power. High buying power is said to exist when the buyer has many choices. In this case the buyer has two choices, stick to the old technology or purchase a Microsoft surface. Switching to the Microsoft surface is not a necessity, but it could create a loyalty program with their customers, as the customer gets used to the more convenient technology and is reluctant to recede back to the old methods. Also, businesses must be careful not to fall behind leading IT in their industry as it can cause serious financial strain
The threat of new entrants must also be considered when launching the new Microsoft Surface. Fortunately for Microsoft the direct threat for new entrants is low. The technology which the Surface uses is very unique and cannot simply be replicated and resold by other companies. Microosft has been adimit about keeping this new technology as quites as possible, only assigning 12o peopel to the project team. Also Microsoft will hold a distinctive first mover advantage over any other businesses who attempt to market similar technology or functions that the Microsoft Surface supplies. the Micrososft Surface is a new innovative and emeriging technologies, which threatens to re-design the way we think about computers.
CLICK FOR VIDEO: http://www.popularmechanics.com/technology/industry/4217348.html
REFERENCES
Bishop, T. Microsoft Surface Brings Computing to the Table. Retrieved May 30, 2007. From: Business
Web Site: http://seattlepi.nwsource.com/business/317737_msftdevice30.html
Derene, G. Microsoft Surface (Behind the Scenes). Retrieved October 1, 2007. From: Popular Mechanics.Web Site: http://www.popularmechanics.com/technology/industry/4217348.html
Duncan, R. Microsoft Announces Surface Computer. Retrieved May 29, 2007. From: Tech Crunch
Web Site: http://www.techcrunch.com/2007/05/29/microsoft-announces-surface-computer/
Kowaliski, C. Microsoft unveils 'Surface' interactive table. Retrieved October 2, 2007. From: The Tech Report.Web Site: http://techreport.com/discussions.x/12576
Neawedde, DJ. Microsoft Unveils ‘Surface’ Interactive Computer’. Retrieved October 1, 2007. From: Ministry of Tech.Web Site: http://www.ministryoftech.com/2007/05/30/microsoft-unveils-surface-interactive-table/
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