Microsoft: Positioning the Tablet PC Harvard Case Solution & Analysis

Microsoft is preparing to launch the Tablet PC, which allows users to use a pen (stylus) to run Windows and applications Windows, annotate documents and create handwritten documents for future use or conversion to text. Microsoft original equipment manufacturing partners are developing hardware Tablet PC, while Microsoft develops software (Windows XP Tablet Edition). Microsoft Tablet PC team is struggling with two critical issues related to the final marketing plan. The first concerns the positioning of Tablet PC. One option is to position the device as a radical breakthrough in computer technology, which dramatically change the role of computers in the workplace and at home. Much more conservative option is to position the Tablet PC, as a high-end laptop with a few interesting new features. The second relates to the primary target market for the product. Includes color exhibits.
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on Youngme Moon Source: Harvard Business School 23 pages. Publication Date: Mar 04, 2002. Prod. #: 502051-PDF-ENG

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