Microsofts Surface tablet is, for now, aptly named. We know what the product looks like, but dont know how it will perform, or sell, until it gets into consumers hands. Reviewers can only debate the features and analysts will resort to new forms of bet-hedging .眼下来看，MicrosoftSurface平板电脑的名字非常贴切。大家了解商品长什么样，但在它到买家手中之前，大家不了解它的性能或销售量怎么样。评论者只能辩论各种功能（USB接口；支架；薄键盘；诸这样类），而剖析师将求助于可进可退的新套话（实行将是重要）。And the tablet has to perform beautifully because of an ugly catch 22: mobile devices become popular with consumers largely because of the available applications, but app developers only work on devices that are popular with consumers. The fact that it will run Microsoft Offices software suite, with which cubicle dwellers worldwide are sentenced to spend their days, does not mean Surface can crack this problem.这款平板电脑需要有出色的表现，缘由在于一对可恶的矛盾：一方面，手机能否遭到买家欢迎，在非常大程度上要看可获得的应用程序有多少；其次，应用开发者只针对人气较高的设施开发应用。虽然Surface将运行全世界白领职员不能不用的MicrosoftOffice套装软件，但这并不意味着这款平板电脑可以解决上述矛盾。Pricing will also be crucial. Microsofts Lumia smartphone, released with Nokia, proved that a solid product with differentiating features can still struggle with consumers, especially if it is too dear. Microsoft, because it is making the Surface under its own brand, will have complete control of price. So far, it has said only that prices will be competitive with existing products. Why not discount aggressively, to break open the market? Assuming a $400 cosplayt for the lower-end Windows RT version, the company could sell 10m of them at $300 while sacrificing all of 4 per cent of pre-tax income.定价也将非常重要。Microsoft与诺基亚合作塑造的Lumia智能手机表明，有着独一无二功能的出色商品，仍大概很难获得买家的喜爱，特别是假如这款商品非常贵的话。因为Microsoft借用我们的品牌推出Surface，因此该公司对定价有着完全的控制权。迄今Microsoft仅表示，Surface的价格与现有商品相比将具备竞争优势。为何不推出咄咄逼人的优惠来打开市场呢？假设低端Windows RT版本的本钱是400USD，那样Microsoft可以以300USD（比最实惠的iPad还实惠不少）的价格销售1000万台，同时牺牲全部4%的税前收益。Consumers tend to equate price and value, and Microsoft has a fledgling brand to protect. More important, Microsoft must consider the global PC makers, from Hewlett-Packardto Lenovo. They will not make Windows tablets if they are competing against a subsidised Surface. Microsoft will have to think carefully before alienating the partners who have helped make their software franchise one of the most profitable businesses of all time.买家总是把价格和价值等同起来，而Microsoft也需要保护初生的Surface品牌。更要紧的是，Microsoft需要考虑从惠普到联想的全球个人电脑制造商。若要与得到补贴的Surface展开角逐，他们将不会生产Windows平板电脑。在疏远那些让Microsoft软件成为史上盈利最丰厚行业之一的合伙人之前，Microsoft需要三思而行。
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