Why did Microsoft launch the Surface Book laptop? To maintain Windows' influence

Beijing time, October 8th news, when Microsoft gloriously dominated the PC industry, the company did not launch its own notebook, but unexpectedly released Surface Book when the PC market was declining. The online version of the Wall Street Journal published an article saying that as the industry rapidly transitions to mobile computing, Microsoft must reflect on the old model if it wants to maintain its influence. Microsoft knows that in the mobile world dominated by Apple and Google, it cannot let Windows be marginalized.

Microsoft launched the Surface Book laptop at the conference

The following is the full article:

In the 30 years that Microsoft has dominated the PC business, the company hasn't developed its own laptop. Until now.

Microsoft's entry into the laptop business, with the launch of the Surface Book on Tuesday, reflects how much the PC business has changed — and suggests that the company must rethink its old model if it wants to remain relevant in a world that is rapidly shifting toward mobile computing.

Ever since Microsoft introduced the first version of Windows in 1985, the company has been content to be a software provider, leaving the hardware to companies such as Lenovo, HP and Dell.

But the industry has been in transition over the past few years. Declining PC sales have forced hardware makers to focus on other areas of their business to seek growth. Meanwhile, Microsoft's own missteps have all but shut its Windows ecosystem out of mobile devices. That's forced Microsoft to develop its own phones and tablets to ensure Windows can be used on mobile devices.

However, there is no shortage of Windows laptops in the market, so the Surface Book, which will be launched at the end of this month, may be a test of Microsoft's relationship with its PC partners. However, since Microsoft and PC manufacturers still need each other, the cooperation between the two parties is likely to continue.

Although overall PC sales have been declining for some time, laptops are still a growth area. Market research firm IDC predicts that notebook shipments will reach 164.4 million units this year, with an average annual growth rate of 1.2% over the next five years. Microsoft's new laptop will likely only cannibalize its Surface business, and the starting price of $1,500 limits it to the high-end market.

It seems incomprehensible for Microsoft to launch its own notebook in a market that is already full of similar products from partners. However, Microsoft needs a large-screen device to showcase its latest Windows system. Moreover, Microsoft has seen that the Surface tablet computer for enterprises has achieved certain success. In addition, according to the financial reporting structure adjustment recently announced by Microsoft, Microsoft uses high-margin Windows licensing revenue to cover up the company's ambitions in the low-margin hardware field.

So, although Microsoft's launch of its own laptop is a gamble, it is a manageable one. If Microsoft does not do so, the cost is also unaffordable. In the mobile world dominated by Apple iOS and Google Android, Microsoft is very clear that it needs to maintain the influence of Windows.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.