Roulston Technology Partner Rob Enderle on Microsoft’s Vendor Positioning in the Tablet Market

June 11, 2012

A recent study produced by Morgan Stanley concluded that the tablet market will experience large growth rates over the next several years and that buyers are price sensitive. In addition, it predicted that Microsoft is well positioned with the Windows 8 tablet and will eventually overtake Android for second place in the market. The major foundation for the supposed win? An unreleased embedded version of Microsoft Office for Windows (ARM) RT.  This RISC-friendly version of Windows 8 is believed to be the dominant platform for tablets. Office has been well tested historically in the market. The software suite is largely the reason why the PC market is dominated by Windows, with Mac OS X weighing in as a distant second choice. Rob states, “Personally, I believe that if Microsoft executes at level consistent with the way they were in the late 80s or early 90s they could take significant tablet share, particularly if Google continues to underfund its efforts and a post-Steve Jobs Apple fails to step up to the plate. While all of this is possible, it is still too early to say whether or not it is also likely.” To read the full article please visit

Rob Enderle is President and Principal Analyst of the Enderle Group, a forward looking emerging technology advisory firm. He specializes in providing rapid perspectives and suggested tactics and strategies to a large number of clients dealing with rapidly changing global events.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: