Back Off Corporate America, Surface Isn’t For You

There has been a lot of talk about Microsoft’s new Surface device following yesterday’s product announcement. Many analysts seem to think this is a device aimed at corporate America.

Maybe. It definitely seems like Surface could play a role in the corporate world, with it’s focus on creation, collaboration and “getting stuff done”.

But Microsoft’s marketing materials for Surface tell a different story.

A (very cool) dub-step teaser video. Brightly coloured Touch Covers. Images that feature kids and families. Copy that highlights chatting with friends and going on vacation. These aren’t qualities that appeal to suits1.

The Microsoft Surface might find a place in the office environment through the BYOD movement (bring your own device). It might even be embraced by corporate IT departments. But make no mistake – Microsoft’s goal is to win back the hearts and minds of everyday consumers.

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