Surface Pro 3 faces uphill battle

[inlinetweet prefix=”” tweeter=”” suffix=””]There are three main reasons the Surface Pro 3 is still struggling[/inlinetweet]. Luckily for Microsoft, the one that matters the most is also the one that is the easiest to address and fix.

The Surface Pro 3 is an exceptionally-designed, and well-engineered piece of hardware. Microsoft developed a number of innovative features that set the Surface Pro 3 experience apart from pretty much anything else out there, and the device truly lives up to the marketing tagline, “The tablet that can replace your laptop.” So, why does the Surface Pro 3 still seem to be struggling?

There are three reasons: 1) Microsoft, 2) Windows 8, and 3) Price.

Let’s start with Microsoft. I am a fan, but there are many people who only tolerate Microsoft platforms and applications begrudgingly. Many of those who rely on Microsoft software do so under duress to some extent, and have an indifferent—if not negative—perception of Microsoft.

Microsoft has had its share of fumbles—Windows Me, Windows Vista, Microsoft BOB, the Zune music platform, the Kin smartphone, etc.. Microsoft is also marketing-challenged, and frequently does a poor job of brand exposure and reputation management. When you put all of that together, you get a situation where Microsoft can create the greatest thing ever, but its success depends on Microsoft’s ability to overcome established perceptions, and market the device effectively.

Then, there’s Windows 8. Again, I am a fan. I’ve been using Windows 8 since months before the beta was even available to the public, and I’ve never really understood the whining about the OS. The vast majority of the complaints seem to me to be trivial “issues” that are just a function of adapting to change. As far as I’m concerned, if someone would dedicate the same 15 minutes to understanding and embracing the unique aspects of Windows 8 as they do to bitching and moaning about why they hate it, they’d get over themselves and all would be right with the world again.

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