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Simplicity of buying
There is currently a myriad of potential software choices for a Microsoft tablet: Windows on ARM (WOA), now called Windows 8 RT, as well as a full-fat version of Windows 8, and even potentially Windows Phone 8 in future. And that's before you even get to the different hardware options, such as screen size or internal storage, that would go with them.
This tyranny of choice is the last thing Microsoft needs with a new entry to market. It needs to make any tablet own-brand offering easy to understand, and therefore easy to buy.
Take number two in the tablet market, Samsung: with its vast choice of Galaxy Tab sizes and configurations, it's a difficult sell to convince a consumer why they'd buy an 8.9-inch over an 10.1-inch device, or even care about a once-inch difference in screen size. Even master of marketing Apple offers six different iPad options.
Microsoft has a chance to differentiate itself with a leaf out of its Xbox playbook: offer consumers just one choice to start with, make it a compelling one, then market the hell out of it.
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