Product details

The case details the development, promotion, and positioning of the Tablet PC, a mobile computing device launched by Microsoft in 2002. It traces the evolution of mobile computing devices and establishes the rationale behind Microsoft''s decision to develop a product that combined the functionalities of the existing devices (notebook computers/laptops and PDAs) such as handwriting/speech recognition, faster processing speed, sophisticated software applications, and large screens. It examines the Tablet PC''s prototype development process and the deals Microsoft entered into with various hardware/software vendors. The case also discusses the promotional and positioning initiatives Microsoft undertook to promote the new product. Finally, the case discusses the market response to the Tablet PC and comments on its future prospects. The case is structured to enable students to: (1) understand the dynamics of the global mobile computing devices industry and Microsoft''s role in its evolution; (2) examine the advantages and drawbacks of notebook computers, laptops and Portable Digital Assistants, and understand why there was a need for developing better devices; (3) understand the concept behind the Tablet PCs and understand how they were superior to the other mobile computing devices available; (4) study the Tablet PC''s prototype development procedure and appreciate the various technologies Microsoft used to make a technically superior product; and (5) understand the positioning and promotional tactics a company can adopt to promote a new technology/concept in the market. The case is aimed at MBA/PGDBA students, and is intended to be part of the knowledge, information and communication systems management curriculum. The teaching note does not contain an analysis of the case.