Microsoft's Tablet PC - Reinventing Mobile Computing

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : ITSY029 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Case Length : 17 Pages
Period : 1990 - 2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Microsoft
Industry : IT & Computers
Countries : USA


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.


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.


  Page No.
Tablets Crack The Market After All! 1
Evolution of Digital Portable Devices 2
Microsoft Builds the Tablet PC Prototype 3
Positioning and Promoting the Tablet PC 5
Tablets Make a Modest Start 8
What's next for the Tablets? 9
Exhibits 11


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

Tablets Crack The Market After All! - Next Page>>


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