He thinks they will anger OEMs that were working on their own Windows 8 tablets and notebooks and who now may be driven to make them with Linux or Google operating systems.
In addition, he doubts the devices themselves can be profitable. "MS does not own a factory and has a track record of having trouble with sourcing hardware components and producing devices as cheaply as her competitors," he says. "I do not know who did the math on this project. The slim revenue gain with not much hope for real profits combined with losing partners' trust and loyalties seems not worth that risk."
Instead, Microsoft should spin off a startup with the mission of making Windows 8 devices, putting a distance between the devices and Microsoft itself and creating just another OEM that competes with current OEMs.
Still, he likes Surface RT. "Adding an innovative wireless keyboard makes it a hybrid located between today's notebooks and tablets," he says. "When combined with the slick design promises to totally obsolete notebooks in a few years when solid state drives will become cheap and small enough to replace traditional hard drive storage units."
He admires the strategy of porting Office applications to Windows 8 tablets based on ARM, known as Windows RT. Other tablets can support Office but only via remote services, not locally. "Less need for constant connectivity for 8-powered tablets when running MS-Office applications means a further leg up over Google's solution," he writes.
Apparently the book was written before Microsoft's Windows 8 leader Steven Sinofsky quit the company just after Windows 8 launched Oct. 26. Kempin says the company should tap Sinofsky to champion Surface as a product fanatic as focused as Steve Jobs was at Apple.
"Like others I always wait for a service pack to be released before trusting a new OS version," Kempin says. "[Sinofsky] will need to correct this notion with product excellence right out of the chute to gain vital momentum. This is in particular important for changing MS's fortune in the media tablet market where Apple, Google and Amazon are seen as leaders.
Blindly mimicking Apple in order to take sales from it is a mistake, and that means getting rid of its new brick and mortar Windows Stores. "The company needs to get rid of all distractions like her doomed retail stores," he writes.