For our Forrsights Workforce survey, Forrester annually surveys information workers.* I’m leading final preparation of our Forrsights Workforce survey focused on end user hardware and aimed at five major markets – the US, Canada, the UK, France, and Germany. By end user hardware, we primarily mean PC/Macs, tablets, and smartphones, but we may also focus a bit on peripherals. And we hope to mirror some of the questions from the Forrsights IT Hardware survey, which we develop after this one, so that we can compare results from this information worker survey to what IT buyers report in their survey. Analyst Heidi Shey is working on the other half of the survey, which will focus on security issues.
Below are the hypotheses and topics we plan to explore in the survey. Please give them a quick read, then post or email feedback by Friday, April 12 (Tuesday, April 16 at the very latest). If you are a Forrester client and would like to see a survey draft, please email your account rep and me.
These are statements of ideas we are planning to test in the survey questions, which are designed to confirm or disprove the idea. But we probably can’t fit all of these, so please help us prioritize – especially if you are a Forrsights Workforce client!
Have multiple devices used for work, including many that are personally chosen and/or owned; they spend significant money on devices used regularly for work; and they expect to continue doing so.
Often blend work and personal tasks on the same device, despite employer policies to the contrary.
I recently bought myself a Lenovo ThinkPad Tablet 2 running Windows 8 because I want a tablet device that can really run Windows and PowerPoint when I need them, and I have found all the iPad Office solutions to be lacking in some fashion. When I saw the new Lenovo ThinkPad Tablet 2, it was love at first byte.
Like in all relationships, some of the new has worn off, and since it’s “Internet time”, it has only taken a couple of weeks as opposed to years to see my partner in a more realistic light.
So, here is my list of the good and the bad (architecturally, structurally) and bugly (things that can probably be fixed).
The Good – Excellent Hardware, Fluid and Attractive Interface
There are many good things to say about this combination:
It’s the lightest Windows device I have ever owned, and its general performance and usability is light years ahead of a horrible Netbook I bought for one of my sons about two years ago.
In my previous blog on Windows 8, I discussed the gap between IT decision-maker interest in migrating to Windows 8 and employee interest — particularly with touchscreen tablet devices. Employee interest was even higher than I expected prerelease, which means that Windows 8 will likely become a bring-your-own-device (BYOD) force for many organizations, but the high number of undecided respondents suggests that the next 12 months will be critical. Note that the survey was taken before the public Windows 8 release, so I don't yet know how interest will change with more people using it hands-on. I'll share my personal experiences with it in a future blog post. With that in mind, below are seven factors that put adoption at risk through the first 12 months after release.
IT decision-maker interest is affected by the following:
Most IT shops are still in the midst of their Windows XP to 7 migration. Clients report that migrating to Windows 7 is an expensive process, with application migration and modernization, the OS upgrade process, and the associated labor and costs. With only 4% of firms having a plan to migrate to Windows 8 in the next 12 months, the majority of new corporate PCs currently being deployed with Windows 7, a three- to five-year life cycle on PC hardware, and the end of Windows XP support coming in April 2014, Forrester believes few firms will be anxious to make another major investment in desktop OS migration.
With the release of Windows 8, Microsoft is in the midst of its largest marketing effort ever, hoping to reach 2.1 billion people over the next several months. Because of its lukewarm initial sales, but with new tablets and convertibles on the way, Forrester clients are understandably asking how much attention they should give it. Here's my take:
The data tells us two important things. The first is that Windows 8 is seeing roughly half of the interest from IT hardware decision-makers that Windows 7 saw at the same point in its release cycle. Only 24% of firms expect to migrate to Windows 8 but have no specific plans to do so, versus 49% for Windows 7 back in 2009. Only 5% of firms have specific plans to migrate to Windows 8 in the next 12 months, versus 10% for Windows 7 in 2009:
The second important thing that the data tells us is that Windows 8 has higher interest than we expected among employees, with a full 20% already saying that they would prefer Windows 8 on their next touchscreen tablet versus 26% for iOS. That bodes well for Windows 8's prospects for bring-your-own-device (BYOD) demand:
What It Means: Forrester does not expect enterprises to adopt Windows 8 as their primary IT standard. More on why in a future blog. But we do expect that employees will force IT to have a formal support policy for Windows 8 for employee-owned devices. Windows 8 will accelerate BYOD demand. Look for more from Benjamin Gray and yours truly in a report due out shortly.
Today, Microsoft announced pricing and availability for the Windows RT version of the Microsoft Surface ($499 for 32GB, not including the “Touch Cover,” available for preorder today, shipping 10/26). This product is intended to be a pure consumer play; Microsoft also plans to launch a Windows 8 version of the Surface, aimed at enterprises, for which it has not yet announced pricing. Yesterday, I spent the day with the Surface team led by Steven Sinofsky and Panos Panay, and I learned many things: Sinofsky is from Florida, for example, and when he stands on a Surface that’s attached to skateboard wheels, it doesn’t break. I learned about the importance of optically bonded displays, saw nifty 3D printers making plastic models, and heard about the many trips to China required to perfect the Surface manufacturing process. I was told many examples of the Surface team’s attention to detail, down to the sound design of the kickstand closure.
I did not hear, however, the answers to the most pertinent questions asked by our clients, many of whom are product strategists in Microsoft’s partner ecosystem (OEMs, ISVs, and potential app developers like media companies, banks, and retailers). Will Surface expand distribution beyond Microsoft’s stores and website? If Microsoft believes it’s making the “best hardware for Windows,” as Sinofsky told us, how does it expect its OEM partners to respond? No comment on both fronts.
Forrester attended Microsoft’s Asia Pacific Analyst Summit in Singapore last week for a comprehensive and very timely strategy update with less than a month to go before the launch of Windows 8. Organized under a general theme of Microsoft’s New Era, the update highlighted Microsoft’s strategy for remaining dominant in the post-PC era, where mobility, consumerization, social, and cloud have driven massive IT industry innovation and disruption. Three key observations from our analysts in attendance:
Azure is emerging as a key strength as organizations increasingly leverage hybrid cloud approaches. As both a leading provider of public and private cloud services (directly and via hosting partners) and a strategic platform provider within enterprise data centers, Microsoft is very well positioned to embed hybrid cloud capabilities within its platform. This will benefit organizations of all sizes seeking to lower the cost of computing and increase business agility. While we were encouraged by how software license-agnostic Azure’s business leaders appear to be, we believe Microsoft can do a better job of leading with Azure in the enterprise market instead of leading so consistently with its traditional licensed software products.
Windows 8 devices will help boost Microsoft’s standing in the mobility market. Microsoft showcased a number of prelaunch Windows 8 devices from its OEM partners, and it’s clear that consumers will have a much better lineup of mobile devices to choose from in the future. Microsoft also presented several Windows Phone 8 smartphones from Nokia and Samsung and has wisely implemented a strategy to identify the top mobile apps in each Asia Pacific country and support app developers in creating versions for the Microsoft platform.
Marketers and strategists at tech vendors who sell tablets won’t want to miss a webinar co-hosted by Simon Yates and me this Friday, September 28th. Aimed at a CIO audience, our webinar leverages a great deal of data from Forrsights and Tech Marketing Navigator on the opportunity for tablets, how to engage enterprise tablet buyers, on the effects of bring-your-own (BYO), and other, related topics. Tech marketers and strategists won’t want to miss our presentation: You'll gain insights into the challenges tablets present for CIOs, and you'll also see hard data on both the opportunity for selling tablets and on how best to engage potential buyers.
When: Friday, September 28, 2012, 1:00 p.m. -- 2:00 p.m. Eastern time (17:00--18:00 GMT)
Overview: It’s safe to say that the early adopters of Apple’s iPad didn’t go out and buy the device because they wanted a new gadget for work. They purchased the iPad because of what they could do in their everyday lives. But it didn’t take long for employees to bring their iPads to the office. If we mark the modern tablet era by Apple’s 2010 iPad launch, then an astounding 84 million iPads and as many as 120 million tablets in total have flown off the shelves. Forrester’s global workforce and decision-maker surveys and client conversations show just how fast tablets are being adopted:
Microsoft’s announcement that it is launching its own first-party hardware for a family of Windows tablets is welcome news: If you want a job done right, do it yourself. While Asus, Lenovo, Nokia, Samsung, and Toshiba are expected to launch their own Windows RT products this year, other major OEMs are notably absent from the list, either because they’re focused on x86 devices first or because they were locked out of the launch like HTC. Microsoft's Surface tablets will run on both chipsets.
Microsoft has so many assets to bring to its own hardware: Smartglass, a “Kinect camera,” Skype, Barnes & Noble Nook content, Microsoft Office (although that won’t be exclusive to Windows), just to name a few. While skeptics rightly criticize past Microsoft hardware failures like the Zune player, Xbox is a more recent example of resounding success. With the next generation of the Xbox “720” due out soon, Microsoft will have ample opportunity to bundle and promote the two products together and sell its tablets through the same consumer retail channels — although to start at least, the Surfaces will only be available at Microsoft Stores and online, which certainly limits adoption potential.
This product line marks a crucial pivot in Microsoft’s product strategy. It blends the Xbox first-party hardware model with the Windows ecosystem model. It puts the focus on the consumer rather than the enterprise. And it lets Microsoft compete with vertically integrated Apple on more even ground.
Tablets aren’t the most powerful computing gadgets. But they are the most convenient.
They’re bigger than the tiny screen of a smartphone, even the big ones sporting nearly 5-inch screens.
They have longer battery life and always-on capabilities better than any PC — and will continue to be better at that than any ultrathin/book/Air laptop. That makes them very handy for carrying around and using frequently, casually, and intermittently even where there isn’t a flat surface or a chair on which to use a laptop.
And tablets are very good for information consumption, an activity that many of us do a lot of. Content creation apps are appearing on tablets. They’ll get a lot better as developers get used to building for touch-first interfaces, taking advantage of voice input, and adding motion gestures.
They’re even better for sharing and working in groups. There’s no barrier of a vertical screen, no distracting keyboard clatter, and it just feels natural to pass over a tablet, like a piece of paper, compared to spinning around a laptop.
My colleague Benjamin Gray and I have been looking closely at Windows 8 for the past several months to make sure we have a clear understanding of what it means for I&O organizations, leaders, and professionals. We have been briefed in depth by Microsoft executives, program managers, and engineers. We have downloaded, installed, and used the Windows 8 Consumer Preview, and we have had hundreds of conversations with I&O professionals in the past year on Windows 7 (and now Windows 8) adoption — from those looking for guidance, as well as those with strong opinions already formed. As you might expect, we have formed some opinions of our own.
For those who haven't talked with Ben Gray, he is a fantastic authority on Windows adoption trends with complete mastery of the data. He has closely watched Windows Vista, Windows 7, and now Windows 8 go through the cycles of preparation, migration, adoption, and operation. Ben was the first at Forrester to point out that Windows 8 is an "off-cycle release," coming too soon on the heels of Windows 7 for companies to be ready to adopt it. He and I authored a document on Windows adoption trends for 2012, which will be published shortly and provides additional data and context. Ben has also dissected the Forrsights Workforce Employee survey data in dozens of ways, and he delivers a fantastic presentation for Forrester customers on what he's learned.