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Microsoft focuses on tablets in bid to catch up to Apple

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Posted October 10, 2013

Microsoft Corp. had a rough go with the first generation of its Surface tablets, but the company hasn’t let those early struggles deter its mission to compete in the tablet market.

The first Surface tablets – the RT and Pro – were slow to sell, so much so that Microsoft took a $900 million charge over the summer because of unsold inventory. Later, the company also cut the prices of both products.

The Surface was supposed to be Microsoft’s answer to Apple Inc.’s iPad, but despite ads that showed off some of the Surface’s superior features, Apple still has a dominant grip on the tablet market.

But Panos Panay, corporate vice president of Microsoft and the creator of the Surface tablet, said the company is staying the course. He said he believes customers who want to use their tablets to get work done will see the benefits of the Surface.

“If the team stays focused and the people believe in what they’re building, I think you’re going to see that in the products,” Panay told the Los Angeles Times during an interview at the Microsoft Store at the Westfield Century City mall in Los Angeles. “It comes down to this: If you’re making great products, people will buy them.”

Panay said it was important for Microsoft to stick to its brand and focus on users who “want to be able to get more done.”

“If that’s not your primary goal and it’s about watching movies or playing games and only that, that’s a great thing. And people can select the best device for that,” Panay said. “But if your goal is to get more done, and we stuck with that, the promise of this product brings that truth to life.”

Read more at: Phys.org

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