Microsoft's tablet strategy all on the Surface

As expected, software giant used last night's mystery press event to showcase its new own-branded tablet technology

Microsoft has taken the fight to rivals Apple and Google by launching a series of tablets "conceived, designed and engineered" entirely by Microsoft employees.

As was widely anticipated, the software giant used a press event last night in Hollywood to unveil two new tablets under the Surface banner.

The lighter Surface for Windows RT device weighs 676g and is 9.3mm thick, while the sister Surface for Windows 8 Pro version weighs 903g and is 13.5mm thick. They feature an integrated kickstand and come with a detachable touch cover and type cover that attach magnetically to the keyboard.

"We want to give Windows 8 its own companion hardware innovations," Microsoft chief executive Steve Ballmer said at the event.

The all-important pricing information will be unveiled closer to the launch date, although analysts initially gave Surface a cautious thumbs up.

Gartner research director Carolina Milanesi tweeted: "Microsoft Surface looks sleek enough as hardware but will users buy into Metro. If they do, Windows Phone will certainly benefit from it."

The RT device will run an ARM processor, while the Windows 8 Pro version will run a third-generation Intel Core processor. The former is slated for launch with the general availability of Windows 8 and the latter about 90 days later.

Apple has already seen off several big-name challengers in the tablet space, not least of all HP. Salman Chaudry, mobile computing analyst at research house Context, argued that Microsoft would have to price the devices below $500 (£320) to stand a chance of success.

"We have seen how Apple has succeeded in the tablet space and how Google has fallen down by not owning its own hardware, which led to no uniformity and an unregulated jungle of apps," said Chaudry. "Many might argue that Microsoft's tablet launch is too little too late.

"However, if certain criteria are met and by coming into this market later than other vendors, Micorosoft is in a strong position to take on Apple by bridging the gap between PCs and tablets with productivity tools such as Office – one of the key areas for which most other tablet manufacturers have not been able to cater."

Although the move risks putting out of joint the noses of its hardware partners, Neil Bramley, B2B sales director northern Europe at Toshiba, appeared unfazed.

"The posetive there is that Microsoft is clearly confident in its Windows 8 proposition in a tablet format," he told ChannelWeb. "We will be providing opportunities for our partners around that format."