Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the dynamics of the global mobile computing devices industry and Microsoft’s role in its evolution
• Examine the advantages and drawbacks of notebook computers/laptops and PDAs, and understand why there was a need for developing better devices.

Keywords

Development, promotion, positioning, Tablet PC, mobile, computing device, Microsoft, 2002, mobile computing devices, notebook computers, laptops, PDAs, handwriting, speech recognition, faster processing speed, sophisticated software applications, large screens, prototype development process, hardware, software, vendors, promotional, positioning