According to Microsoft Corporation (NASDAQ:MSFT) CEO Satya Nadella, the key to its cloud and productivity lies in its struggling Surface tablet as the software giant is working hard to create a tablet that could displace the giants like Apple Inc. (NASDAQ:AAPL), Samsung Electronics and Amazon.com, Inc. (NASDAQ:AMZN) from their current market position. In order to take a complete view of what Microsoft Corporation (NASDAQ:MSFT) is up to, Bloomberg took a tour of the company’s secretive Surface labs.
A look at the Surface labs reveals that Microsoft Corporation (NASDAQ:MSFT)’s original design greatly varies from its usual business. Panos Panay, VP of Surface Computing said:
“This is not something, where it was in our DNA twenty years ago, it was not in our DNA ten years ago. This is not one of these things where we just started nine months ago, and we came up with a great idea.”
However, it is a continuous process of improvement taking place over a period of time. The Surface Labs consists of ‘Model Shops,’ which are equipped with a range of tools, both old school and new ones, ranging from tooling machines, table saws to 3D Printers. These shops also house all sorts of materials to model with like acrylics, metal, plastics, etc. making it a modern workshop of industrial design.
Microsoft Corporation (NASDAQ:MSFT) first launched its Surface tablet in 2012 but it failed and led to a charge of $900 million to be written off. But, the market of subsequent Surface launches is growing gradually, at a slow pace though. Microsoft Corporation (NASDAQ:MSFT) is working hard to pull the charm for its Surface 3 as it strives to get everything right. Thus, they have made the new surface tablet thinner and lighter, where even tenth of grams means a lot of currency for the engineers. At the same time, the company has invested thousands of man hours to create a new tablet style. “All those iterations, all that inventing has given Microsoft what they think is a productivity tool to replace the laptop,” reported Bloomberg.