Windows RT tablets already may be doomed, analysts say
Windows RT tablets
grabbed just 0.4 percent of the tablet market in the first quarter, a
dismal result that led some tech experts to urge Microsoft to scrap the
platform that's in its six-month infancy.
"I wouldn't be surprised if they do streamline and do drop [Windows
RT]," said Brian Proffitt, an adjunct instructor of management at Notre
Dame's Mendoza College of Business , in an interview. "Microsoft is
going to remain heavily invested in its Surface tablet strategy, but
that doesn't preclude them from making changes and cutting. Cutting
Windows RT would be a smart move, unless the number of shipments
suddenly improves."
Jack Gold, an analyst at J. Gold Associates, was more blunt: "I believe
Microsoft would be much better off killing RT and going with one unified
tablet OS [with Windows 8]. The need to support ARM [processors] was
why Microsoft went with RT. But it never really worked that well."
IDC said last week that just 200,000 tablets running Windows RT, including Microsoft's own Surface RT, shipped in the first quarter, which was 0.4 percent of the total market of 49.2 million tablets.
Windows RT tablets first started shipping late last October, although
Samsung early on decided not to ship a Windows RT tablet in the U.S.
For the first quarter of 2013, Android topped IDC's tally with a 56.5 percent market share, followed by Apple's iOS with 39.6 percent and then Windows 8 tablets with 3.3%, which includes Surface Pro tablets from Microsoft.
Microsoft had no comment on Windows RT's future
and the IDC rankings. "We have no information to share at this time," a
spokesperson said. Windows RT ARM-supplier Qualcomm did not comment.
Fatal flaw: Apps?
The problems with Surface RT and other Windows RT tablets are several, analysts said, but a fatal flaw is how the platform won't run traditional desktop apps that Microsoft users want and need.
Users of iPads
and Android tablets would expect not to have access to Microsoft
desktops apps like the Office software suite, but not Microsoft
customers, said Rob Enderle, an analyst at Enderle Group.
"RT was supposed to have a competitive strength with Office, but the
most powerful component for Office on a tablet—given a tablet's
limitations—is Outlook, which RT didn't get," Enderle said. "Tablets are
typically used for consumption and email, and RT was going to be light
on games and interesting tablet apps because it was late to market. The
one advantage RT should have had—Outlook—Microsoft denied."
Windows RT is expected to support Outlook eventually, but not until
2014, which may be too late, Enderle said. "Microsoft is still coming
from behind, so they need to significantly accelerate improvements or
leave the race," Enderle added. "If they aren't willing to do what it
takes to win, they should exit and accept that this is another Zune."
Zune was a portable digital media player
that Microsoft essentially killed nearly a year ago after Microsoft
failed to fund and support the product early on, Enderle argued.
"The sad thing is that the Windows RT hardware is actually far more
compelling than the current selection of Windows 8 products in terms of
price and battery life," Enderle said.
Misplaced priorities
In fact, Microsoft has talked up the advantages of Windows RT in running
ARM processors, providing longer battery life and a thinner form factor
than x86-based Windows 8 tablets, noted IDC analyst Tom Mainelli. But
buyers care less about ARM's benefits than having compatibility with
their existing Windows apps, which is not possible with Windows RT, he
said.
"Most consumers don't understand what Windows RT is or why they would
want it," Mainelli said. "It's difficult for Microsoft to effectively
market Windows RT because when they talk up its advantages, they end up
comparing it to Windows 8, so they end up downplaying the advantages of
one of their two tablet OSes." That's different than with Apple, which
has two operating systems but has described clear uses for the Mac OS
and iOS, he said.
Mainelli said Microsoft should focus its attention on getting Windows 8
adoption on track. However, he also said Microsoft isn't likely to kill
Windows RT. "I don't think there's much chance they'll walk away from
Windows RT anytime soon."
Gartner analyst Ken Dulaney said not only does Windows RT not run legacy
applications, it has no ability to use existing management tools valued
by IT shops. And, the Intel x86 alternative with Windows 8 tablets is
widely available and offers the ability to support both those apps and
management tools.
Lenovo laid out the case for business users when it decided to use
Windows 8 for its ThinkPad Helix device. "We don't believe that Windows
RT is what businesses want," Lenovo Think PC manager Simon Kent told Australian Reseller News recently. "Even Microsoft has started to review the RT path they have gone down."
"I wouldn't be surprised if they do streamline and do drop [Windows RT]," said Brian Proffitt, an adjunct instructor of management at Notre Dame's Mendoza College of Business , in an interview. "Microsoft is going to remain heavily invested in its Surface tablet strategy, but that doesn't preclude them from making changes and cutting. Cutting Windows RT would be a smart move, unless the number of shipments suddenly improves."
Jack Gold, an analyst at J. Gold Associates, was more blunt: "I believe Microsoft would be much better off killing RT and going with one unified tablet OS [with Windows 8]. The need to support ARM [processors] was why Microsoft went with RT. But it never really worked that well."
IDC said last week that just 200,000 tablets running Windows RT, including Microsoft's own Surface RT, shipped in the first quarter, which was 0.4 percent of the total market of 49.2 million tablets. Windows RT tablets first started shipping late last October, although Samsung early on decided not to ship a Windows RT tablet in the U.S.
For the first quarter of 2013, Android topped IDC's tally with a 56.5 percent market share, followed by Apple's iOS with 39.6 percent and then Windows 8 tablets with 3.3%, which includes Surface Pro tablets from Microsoft.
Microsoft had no comment on Windows RT's future and the IDC rankings. "We have no information to share at this time," a spokesperson said. Windows RT ARM-supplier Qualcomm did not comment.
Fatal flaw: Apps?
The problems with Surface RT and other Windows RT tablets are several, analysts said, but a fatal flaw is how the platform won't run traditional desktop apps that Microsoft users want and need.
Users of iPads and Android tablets would expect not to have access to Microsoft desktops apps like the Office software suite, but not Microsoft customers, said Rob Enderle, an analyst at Enderle Group.
"RT was supposed to have a competitive strength with Office, but the most powerful component for Office on a tablet—given a tablet's limitations—is Outlook, which RT didn't get," Enderle said. "Tablets are typically used for consumption and email, and RT was going to be light on games and interesting tablet apps because it was late to market. The one advantage RT should have had—Outlook—Microsoft denied."
Windows RT is expected to support Outlook eventually, but not until 2014, which may be too late, Enderle said. "Microsoft is still coming from behind, so they need to significantly accelerate improvements or leave the race," Enderle added. "If they aren't willing to do what it takes to win, they should exit and accept that this is another Zune."
Zune was a portable digital media player that Microsoft essentially killed nearly a year ago after Microsoft failed to fund and support the product early on, Enderle argued.
"The sad thing is that the Windows RT hardware is actually far more compelling than the current selection of Windows 8 products in terms of price and battery life," Enderle said.
Misplaced priorities
In fact, Microsoft has talked up the advantages of Windows RT in running ARM processors, providing longer battery life and a thinner form factor than x86-based Windows 8 tablets, noted IDC analyst Tom Mainelli. But buyers care less about ARM's benefits than having compatibility with their existing Windows apps, which is not possible with Windows RT, he said.
"Most consumers don't understand what Windows RT is or why they would want it," Mainelli said. "It's difficult for Microsoft to effectively market Windows RT because when they talk up its advantages, they end up comparing it to Windows 8, so they end up downplaying the advantages of one of their two tablet OSes." That's different than with Apple, which has two operating systems but has described clear uses for the Mac OS and iOS, he said.
Mainelli said Microsoft should focus its attention on getting Windows 8 adoption on track. However, he also said Microsoft isn't likely to kill Windows RT. "I don't think there's much chance they'll walk away from Windows RT anytime soon."
Gartner analyst Ken Dulaney said not only does Windows RT not run legacy applications, it has no ability to use existing management tools valued by IT shops. And, the Intel x86 alternative with Windows 8 tablets is widely available and offers the ability to support both those apps and management tools.
Lenovo laid out the case for business users when it decided to use Windows 8 for its ThinkPad Helix device. "We don't believe that Windows RT is what businesses want," Lenovo Think PC manager Simon Kent told Australian Reseller News recently. "Even Microsoft has started to review the RT path they have gone down."
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