Microsoft Surface — the strategy behind it | Stratrix

Company profile

Founded: 2012
Headquarters: Redmond, United States
Ownership: Brand/division of Microsoft Corporation

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The analyses

The Adjacency Expansion · Growth & Portfolio

Surface Ate a $900 Million Write-Down Making Its Point to Dell and Lenovo

Surface launched in 2012, ate a roughly $900 million write-down in its first year, and never topped ~3.5% of Microsoft's revenue. The product everyone calls a vindication wasn't a hardware business at all - it was a sales pitch aimed at Dell and Lenovo.