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Will fondleslab's fickle finger of fate help Windows 10?

Even if it does, Microsoft’s price genie is hard to rebottle

Good news for Windows 10?

Windows 10 is looking at a more favourable climate than that which Windows 8 entered in 2012, but the dynamic of cheap and low-priced computing won’t necessarily help Microsoft

Much will depend on the fortunes of Acer and the direction taken by HP, which seems to enjoy having the option of selling Windows, Chrome and Android devices.

HP has troubles of its own, with the PC business being spun out. It will need flexibility and margin-friendly ways to expand and hold position share in a changing market.

Windows 10 is looking at a more favourable climate than that which Windows 8 entered in 2012, but the dynamic of cheap and low-priced computing won’t necessarily help Microsoft.

The rise of cheap tablets and the rise of smart phones as a cheap alternative to the tablet means PC makers and Microsoft must keep offering low-price but fully functioning devices on a par.

The price genie isn’t out of the bottle for buyers only, though, it’s also escaped for the PC makers.

Finally, PC makers can gain market share and make a profit selling cheap devices because they don’t have to pay a Windows royalty to Microsoft. It will be difficult for Microsoft to persuade PC makers they should start paying on Windows 10, and it will make Microsoft unpopular should try to mandate it.

Microsoft’s chief operating officer Kevin Turner estimates there'll be no Windows 10 freebies. If he wants Windows 10 market share and Windows 10 devices that feed paying cloud services, Turner may need to re-think that and swallow the loss. ®

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