Second Time's Not The Charm: 10 Next-Gen Microsoft Surface Challenges


7. Too Slow To Enterprise Market

The time is "now" for Microsoft to step up its go-to-market strategy with Surface, say experts. Microsoft is not ramping up to push Surface broadly through resellers, said Tirthankar Sen, senior analyst, partners and ecosystems with Forrester Research.

Tirthankar told CRN that Microsoft's original plan limiting the number of resellers was a good one. "It gave resellers little competition to sell to businesses and made it easier for Microsoft to get quick feedback on its partner program and tweak it."

But, Tirthankar said, this second time around Microsoft needs to open Surface Pro 2 to the larger market and include a much larger ecosystem of solution providers to create wrap-around integrated solutions and vertical-specific applications. "Microsoft needs to move fast," he said.