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May 24, 2011

Another conversation with Paul Moore, Fujitsu's Senior Director of Product Development

I don't often do phone interviews with product managers or PR people when a new product is announced. That's because, for the most part, whatever they can tell me I already know from the press materials. And what I really want to know they usually can't tell me because PR folks, by and large, need to stick to a script and company line. Which means I might as well save the time of a PR call to examine things myself, Google this and that, and then form my own opinion.

That said, there are industry people I enjoy talking to on the phone. Paul Moore, Senior Director of Product Development at Fujitsu is one of them. Conversations with Paul are always value-added because he not only knows his stuff, but he also has opinions, answers questions, and does not shy away from a good debate over an issue. Like all professionals in his position, Paul must present and defend the party line, but with him you always get a clear and definite position and explanation, and I respect and appreciate that. I may not always agree, and at times it must be hard for someone in his position to argue a point that seems, from my perspective, rather clear. But that's what a good PR person does, and Paul is among the best.

The occasion of our conversation was the availability of Fujitsu's new Stylistic Q550 tablet, a "business class tablet" first introduced back in February (see my preview). The Q550 represents Fujitsu's initial effort to grab a slice of the tablet market popularized by the iPad, and expected to grow almost exponentially. So far that's turned out to be much more difficult than anyone expected, as Apple's product and pricing are very good, main contender Android just doesn't seem quite ready yet, and Microsoft doesn't have anything specifically for tablets.

The overall situation is odd. Many millions love the iPad and its effortless elegance, but for certain markets the iPad is lacking. It's not particularly rugged. It's an Apple product in a still largely Windows world. And there's no pen for situations where a pen is needed (signatures, etc.).

So Fujitsu comes out with the Stylistic Q550 with a nice 10.1-inch screen, and running regular Windows 7 on a 1.5GHz Atom Z670 processor, one of the newest ones. It has multi-touch like the iPad, but also a pen, thanks to N-trig's DuoSense technology. It also has an SD card slot, a Smart Card slot, a fingerprint reader, higher resolution than the iPad (1280 x 800), a brighter backlight, outdoor viewability, and optional Gobi 3000. And it starts at just US$729, which isn't much for a business class machine.

Paul starts the conversation with reminding that Fujitsu has some 20 years' worth of experience in the tablet market (true, they are the pioneers). That taught them a thing or two. Like that removable batteries are a must; business can't send in product just to replace a bad battery. Then there's all the security stuff corporations need, like biometrics, the TPM module, bitlocker encryption, and compatibility with all the other gear companies already have. And there's also an HDMI port for presentations, a handstrap, dual cams, the Gobi 3000 module so you can use AT&T, Verizon or Sprint, or whatever you want. Business needs all that.

And that is why when Fujitsu created a next-gen tablet for commercial markets, they based it on Windows 7. That was just a given. "For us, this is a market expander," Paul said, "not just another product."

That makes sense, even though the market researchers at IHS iSuppli just predicted that iPad-style media tablets will outsell PC tablets by a factor of 10 to 1 through the next four years or so (see here). Paul doesn't debate that point. "Let's face it, Apple owns consumer," he says, "We've always been vertical. We concentrate on usability, screens, ports, security, compatibility, ..." and he adds a half dozen more items and features that separate glitzy consumer electronics from the tool-for-the-job professional stuff.

Why not Android then? There's allure, and Fujitsu is rumored to introduce a smaller Android-based tablet. Paul quickly cuts to the core of that issue: "No one likes to pay for an OS," he says, and that's certainly an Android attraction. "But Android is basically a phone OS. There are security challenges, different marketplaces, and if all my software is Windows-based, do I really want an Android device?" Good points there, and especially when a business uses custom software. And as for the iPad, it's a "want" device, Paul says. Theirs is a "need" device. All net on that one.

Then I am pressing on an issue that I consider very relevant. While I have serious doubts that Windows, as is, is well suited for tablets, the compatibility argument is valid. I think Microsoft's leverage-across-all-platforms mantra is not as strong as it once was, but for now it still stands. However, if you make a business class machine, it really should be considerably tougher than a media tablet. Yet, the Q550 is listed with a rather narrow 41 to 95 degree operating temperature range and nothing more. No drop spec, no sealing spec against dust and water, no altitude or humidity specs, nada. Why? Especially when Motion introduced the CL900 which does offer a decent degree of ruggedness.

Paul says their tablet does not compete in the same class as Motion's. The Motion tablet is heavier and more expensive and really more in the class of an Xplore tablet or such. I cannot agree here. While the Q550 is indeed a bit lighter and less expensive than the Motion tablet, both are essentially Windows-based business class media tablets starting at under US$1,000 whereas fully rugged hardware like the Xplore tablets weigh and cost a whole lot more. I definitely believe commercial markets would like to see a degree of ruggedness, but Paul won't concede the point. Besides, they do have protective cases and such. And Paul's argument that Fujitsu has a long record of building tablets that hold up well is most definitely valid. Paul also pointed out that the Q55 is indeed MIL-STD-810G tested, meeting nine military standard tests for various demanding environmental conditions including transit drop, dust, functional shock and high temperature. I hope they soon add this to the specs.

Now the conversation moves beyond the new tablet. I ask Paul why Fujitsu, the pioneer in tablets, appears to have discontinued their larger Stylistic slates, a storied line of tablets that went back, uninterrupted, a good 15 years or so. Well, they did stop the last of that line, the Stylistic ST6012, over a year ago because everyone seemed to be transitioning to convertibles, and Fujitsu has many years' worth of experience in that product category, too.

Why the switch? "Convertibles are less expensive," Moore explained. It's simple physics: having the LCD in one case and the rest of the electronics in another means less complexity, fewer thermal issues, and thus less expensive components. So convertibles turned out to be less expensive, but more powerful and more reliable. Years ago, Fujitsu sold more tablets than convertibles, then the ratio switched. Good information and reasoning. I still think that Microsoft is as much at fault as physics, but in this instance the marketplace spoke, and Fujitsu followed.

Then I get on a high horse on cameras. The Q550 tablet does have two of them, a front-facing VGA webcam, and a rear-facing 1.4mp documentation camera. I haven't tried out the Q550's cameras yet, and I have no problem with a VGA webcam. But a 1.3 megapixel documentation camera is meager in an era where digital cameras with 14-megapixel sensors and 1080p HD video can be had at Walmart for less than a hundred bucks. Paul says he's had that discussion with his engineers, so no real argument there, other than that true digital camera guts can't easily be built into a slender tablet. I think they can.

I've been on the phone with Paul Moore for almost an hour and it's time to let him go so he can get ready for his next call. I had a lot of fun. I learned things, I got some good information. And I hung up with the feeling that I had talked to someone who really likes his work and the products he represents. That makes all the difference.

Thanks, Paul. And thanks, Wendy Grubow, for always keeping us informed about Fujitsu's latest.

Posted by conradb212 at May 24, 2011 12:11 AM

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