Microsoft Surface Pro Problems: Why It Is Struggling

If you are doing some computer shopping and you come across Microsoft's new Surface Pro 3, you will find it advertised as "The Tablet Than Can Replace Your Laptop."As clever as the tagline sounds, it actually confuses most people. There begins the struggle of the Surface Pro 3.

Let's face it. Microsoft is a huge name. One would automatically assume that a recognized leader like that wouldn't have troubles selling an innovative product, especially if its design is outstanding. Well, that isn't the case for the Surface Pro 3. Let's find out some of the reasons for its struggle.

First off, the tagline mentioned above confuses people. Potential buyers don't know if they should think of the Surface Pro 3 as laptop or a tablet. If it is perceived as a laptop, then it should compete with Apple's Macbook Air. If it is recognized as a tablet, then it should rival the iPad according to Beta News.

Second, the confusion as to whether it is a tablet or a laptop sets off a confusing price perception. Although the Surface Pro 3 is priced competitively against the Macbook, if it is perceived as a tablet, then its price should be pitted against the iPad. In the latter case, the Surface Pro 3 will seem over-priced according to Forbes. Now, for those who actually know that it is a laptop, the price won't be much of an issue. Unfortunately, there are many people who believe that the Macbook is a more upscale product. Buyers' initial belief would be that the 2 brands have similar specs but users will "look" more upscale using a Macbook. It's all in the image.

The Surface Pro 3 in itself is a phenomenal computer. Microsoft's challenge now is to make a marketing campaign that will let people realize this fact.In essence, the Surface Pro 3 is kind of a 2-in-1 device. Instead of carrying two things (a laptop and a tablet), people can just carry one: a laptop that can be used as a tablet. The key is to communicate this to the buyers.