To take on Apple, Microsoft launches Surface tablets

NEW DELHI: Technology major Microsoft is aiming to eat into the market share of Apple in both high-end tablet and PC markets in India with the launch of Surface Pro 4 and Surface Pro 3 tablets for retail and enterprise customers. “Our goal is to take substantial share in both the tablet market and PC market,” Tyler Bryson, Microsoft India’s general manager, marketing and operations, told ET. “In the high-end laptop market, Surface will absolutely be a key player.”

On competition with Apple, Bryson said, “We are not shy about saying that anybody that bought an Apple Macbook or MacBook Air should be looking at this device very closely.” The Surface Pro 4 starts from Rs 89,990 and goes up to Rs 1,44,990, while Surface Pro 3 is priced at Rs 73,990. Microsoft’s Surface Pro devices have received positive reviews globally with the tablet category shifting towards a higher screen size. These devices from Microsoft have also been credited for pushing the high-end two-in-one PC market across the globe.

Tarun Pathak, senior analyst at Counterpoint Research, reckons that Surface tablet can give tough competition to Apple for its both iPad Pro and Macbook series.

“With no other OEM (original equipment maker) partner for Microsoft having scale in $500 and above price segment in India, it makes sense for Microsoft to launch these devices and compete with Apple in the segment where Apple almost enjoys a monopoly,” Pathak said. The $500 and above or the premium tablet segment, where Microsoft’s Surface tablets will compete with players like Apple, Samsung and Panasonic, contributes almost 6% of the total market in India.

Pathak said these tablets will also broaden the premium tablet segment.