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Microsoft signals push to smaller, lower-priced Windows tablets

Gregg Keizer | April 1, 2013
Microsoft has relaxed a Windows 8 certification requirement to allow devices with lower resolutions, a move analysts said means Microsoft could soon join the shift to smaller, less expensive tablets.

Microsoft has relaxed a Windows 8 certification requirement to allow devices with lower resolutions, a move analysts said signaled Microsoft would soon join the accelerating shift to smaller, less expensive tablets.

"The sub-eight-inch part of the tablet market will be growing this year to about 55% of the entire market," said Bob O'Donnell, an analyst with IDC. "Microsoft hasn't even been playing in that segment, and they needed to do something."

Ed Bott, a blogger with ZDNet, first reported on the resolution requirement change earlier today. Microsoft spelled out the relaxed rule in a March 12 newsletter from its certification program, which oversees use of the Windows logos that OEMs prominently display on their hardware.

In that newsletter, Microsoft made it clear that while it will now allow lower-resolution devices -- the new minimum is 1024 x 768 -- it would prefer that OEMs (original equipment manufacturers) stick with higher-resolution screens.

"This doesn't imply that we're encouraging partners to regularly use a lower screen resolution," the newsletter stated. "In fact, we see customers embracing the higher-resolution screens that make a great Windows experience. [But] we understand that partners exploring designs for certain markets could find greater design flexibility helpful."

The previous Windows 8 certification rule -- which also applied to Windows RT -- required a minimum 1366 x 768 resolution, and thus a 16:9 aspect ratio. The lower resolution would allow for Windows 8 and Windows RT tablets similar to Apple's smaller iPad, which relies on a 7.9-in. display with 1024 x 768 resolution, and results in a 4:3 aspect ratio.

Analysts interpreted the certification change as just that: Microsoft is giving OEMs the green light for smaller Windows RT and Windows 8 tablets, and signaling that it will do so itself in its Surface line, all an effort to compete with the likes of the $329 iPad Mini and the Samsung Galaxy Note 8. The latter boasts an 8-in. screen with a 1280 x 800 resolution.

"There's no doubt, from a Surface perspective, that Microsoft is interested in the 7-in. and 8-in. form factor," said Carolina Milanesi of Gartner. "To consumers, content consumption is what matters, and for that, the [smaller] form factors are ideal."

Both Milanesi and O'Donnell noted that because of their smaller screens, such tablets will be lower priced, another area where Microsoft has so far been AWOL.

"The question is, how low will they go?" said O'Donnell. "They may shoot for $399, but they really need to start at $299."

Milanesi suggested even lower prices, arguing that Microsoft and its Surface line, as well as OEMs' tablets, need to be price-competitive with $199 Android tablets, and not aim only at the higher-priced iPad Mini, which leads off at $329.


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