Microsoft unveils its first laptop, new smartphones, tablets and a fitness tracker. Bobbi Rebell reports.
Microsoft is stepping up its game in the consumer device business. It unveiled a long list of new mobile products all linked together by the Windows 10 operating system. Microsoft corporate vice president Yusuf Mehdi. SOUNDBITE: YUSUF MEHDI, CORPORATE VICE PRESIDENT, MICROSOFT (ENGLISH) SAYING: "It's really always about the device. And, if you have these hit devices, then you change perception. Take a look. This is the biggest lineup of devices that we've announced as a company, ever." Atop the list - new smartphones - as the company works to revive its mobile business. The Lumia 950 and 950XL target high-end smartphone users, much like Apple's iPhone. There will also be a lower priced offering for $139, the Lumia 550. Daniel Ives of FBR Capital Markets says CEO Satya Nadella's company faces a major uphill battle. SOUNDBITE: DANIEL IVES, MANAGING DIRECTOR, FBR CAPITAL MARKETS (ENGLISH) SAYING: "They have been a rounding error when it comes to smart phone market share. They have laid out the strategy. It all comes down to Windows 10. That is what Nadella is hanging his hopes on and that is what investors are focused on." The new offerings also include a new Surface tablet and their first ever Surface laptop, the Surface Book, will sell for $1,499. The new tablet and smartphones come with Windows Hello. The automatic biometric sign-in allows users to scan their face, iris or fingerprints to access their devices. Microsoft also showed off a new fitness tracker, the Band 2. The company needs a win. It suffered its biggest-ever quarterly net loss earlier this year after writing off its Nokia phone business for $7.6 billion.