Watch the demonstration videos on Microsoft Surface’s website, www.microsoft.com/surface and I guarantee you will immediately fall in love with Surface: a 30inch vibrant, dynamic and interactive table-top. On first impressions Microsoft’s newest product certainly looks cool, sophisticated and incredibly intelligent.
Surface has no need for a keyboard or a mouse; users simply use their fingertips to interact with its content. Surface can recognise a variety of objects when they are placed on the table-top, from cameras to paint brushes and mobile phones to beer glasses. It also recognises multiple objects simultaneously, allowing dozens of people to use it at the same time. With Surface, Microsoft wanted to ‘create more intuitive ways for people to interact with technology’ and they have certainly done that!
At home with Surface, users can download photos from their cameras simply by placing their camera on the table – cutting out the need for wires. Their photos will appear on Surface and can be viewed, stretched and sent to others, just using your fingertips. If you want to upload photos to your mobile, just place it on the table, and drag the photos over. Downloading music can be just as fun and efficient - create your own playlist on Surface by searching through its library of albums and drag your favourite songs to your list.
Genius ideas, no doubt. But, are people really going to pay $10,000 for a Microsoft Surface? I think it’s highly unlikely. Especially when it only takes a few extra seconds to connect a wire from your camera into your computer; emails containing photos can also already be sent easily; and with people already spending money downloading iTunes, are they really going to want to spend more money downloading Microsoft tunes?
In terms of business and marketing uses, the Microsoft Surface could be ground breaking; possibilities for its use are endless. Creating a memorable, positive customer brand experience is a key factor of any successful marketing strategy today, and Surface could play a significant part in providing that extra satisfaction for customers. Microsoft have already secured deals with Harrah’s Entertainment’s Las Vegas properties including Caesers and the Rio All-Suite Hotel & Casino, as well as with T-Mobile USA and Starwood Hotels and Resorts. Using a Surface can transform the way that restaurants, bars, hotels, casinos and practically all businesses operate and manage their customer’s experiences. Interactive maps, booking systems, casino games, product information services and concierges are just a few examples of potential uses for the product.
A key example used by Microsoft to promote Surface is how it can transform a visit to a restaurant. Imagine sitting down and browsing through the menu on a Surface, selecting your chosen meal and drinks by dragging them into the orders section. When it comes to the bill, all you need to do is place your credit card on the table and the amount will be deducted. If two of you are dining and you can pay your bills separately by placing both cards on the table and dragging your individual items onto your cards. Simple!
It’s incredibly clever, but are these solutions really practical? Isn’t it just easier for diners to split the bill down the middle and each throw £40 into the pot and be done with it? And do customers really want Surface? People go to restaurants to have an enjoyable meal and catch up with friends/relatives over a few drinks; I personally don’t need a flashy Surface, when I can just grab a waitress and make my order.
I can imagine in certain upmarket, business orientated locations the Surface will work extremely well, but I can’t see them emerging everywhere – and not just because of their high cost. Surfaces look great in the videos we’ve seen, but what will they look like after a few months in a busy restaurant? When thousands of diners have played around and explored what they can do, when drunk customers have spilt their wine over them and hot plates have taken their toll? Are they really going to be suitable in a restaurant environment? And what about catering for large parties? Do Microsoft plan to create huge versions for tables with 20+ diners? How much will one of these set back a restaurant? Costs are not a problem for businesses like Caeser’s but if Microsoft envisage ‘a time when surface computing technologies will be pervasive, from tabletops and counters to the hallway mirror’ they are going to have to bring their prices down!
Microsoft say they want to make ‘everyday tasks entertaining, enjoyable and efficient’. While Surface’s efficiency may always remain, the entertainment and enjoyability factors are likely to wither. Once you’ve played with Surface a few times, won’t the novelty factor wear off? Critical viewpoints are expressed in various parody videos which were uploaded to YouTube within weeks of Microsoft announcing their new product, http://www.youtube.com/watch?v=CZrr7AZ9nCY. A key criticism is do consumers really want to sever all ties with real human beings (sales assistants, waitresses, receptionists etc) and is Surface really going to be more helpful than a real-life person?
Whatever you think about the Microsoft Surface; whether it be positive, negative or just a bit sceptical like me, you have to admit that the Surface is cool and Microsoft are no doubt set to make billions from it.
