Brand & Strategic Positioning
With the launch of the Surface Pro 12-inch and Surface Laptop 13-inch Copilot+ PCs, how is Core positioning Surface as a category leader in South Africa’s premium business device market?
Surface is the flagship PC offering from Microsoft and represents the ultimate blend of powerful software and premium hardware. Surface devices sport the latest in silicon advancement and extend the capability of Co-pilot and AI workloads by handling much of the processing on device.
What makes the Snapdragon X Plus–powered Surface devices uniquely suited to South African professionals compared to traditional Intel or AMD-based notebooks?
The Snapdragon processors are extremely efficient and boast highly impressive performance benchmarks as well as battery life enhancements (Over 16 hours on a single charge).
How does Core plan to differentiate Surface in a market where Apple’s M-series powered MacBooks and high-end Windows ultrabooks already have strong traction?
Surface Devices are positioned as the flagship of the Windows ecosystem. Through the advancements and inclusion of the NPU’s (Neural Processing Units) they offer embedded AI capabilities and best in class performance. Further to the performance elements, they are some of the most versatile devices on the market given the ability of the Pro range to support pen input, touch screen input and the option to move between a tablet form factor and a desktop. Not to be excluded are the Security features embedded in the hardware which make Surface devices extremely secure.
Target Market & Use Cases
Who are the primary customers for these new Surface Copilot+ PCs—enterprise IT buyers, SMEs, creatives, or mobile-first professionals?
The new range are aimed at a diverse set of users, but they would be most useful for mobile workers who require compact, portable devices with long battery life. They also lend themselves to students for the same reason. We have also seen interest from the medical field and manufacturing, where the option to combine with a rugged cover allows them to be used in some more challenging environments.
How are you tailoring messaging for verticals like legal, finance, education, or government, where security and mobility are critical?
There are some generic productivity and security benefits that span those verticals which were previously highlighted, but it’s the CoPilot+ PC aspect that really accelerates productivity. We anticipate high adoption of AI in our workloads in the future and applications will include AI elements that require hardware support to deliver the best user experience on device.
How do you see Surface enabling productivity in South Africa’s mobile-first, load-shedding-prone environment?
Surface devices are able to last over 16 hours on a single charge, which is a full day of work with battery to spare even during loadshedding.
Product Lineup & AI Integration
Why were the Surface Pro 12-inch and Surface Laptop 13-inch chosen as the first Copilot+ PCs to launch in South Africa? Will we see larger-screen or more powerful models later in 2025/early 2026?
These Surface devices were not the first to launch in South Africa. The first Surface CoPilot+ PC’s were introduced at the beginning of the year. These devices are a more compact form factor option in both a notebook and hybrid 2-in-1 form factor at more affordable entry price point.
How are you educating the market about the benefits of on-device AI via the NPU and Microsoft 365 Copilot integration?
We are running a multi-pronged education campaign for both partners and end customers. This includes live events and showcases (e.g., the Microsoft Copilot Innovation Showcase in Cape Town) where we demonstrate Copilot+ features and the unique value of NPUs for on-device AI, such as Recall, Studio Effects, and Live Captions. We will also have targeted training sessions for resellers and CSPs, including “Demo Champ” workshops, hands-on device demos, and technical deep-dives into Copilot+ PC capabilities.
Can you share examples of how South African businesses are already using Copilot+ features like Recall, Studio Effects, or Live Captions in real-world workflows?
Yes, several South African organisations are piloting and deploying Copilot+ features:
- Financial services and consulting firmsare using Recall to quickly retrieve meeting notes, emails, and documents, streamlining compliance and audit processes.
- Hybrid and remote teamsleverage Studio Effects for professional video calls, with automatic framing and background blur enhancing client interactions.
- Manufacturing and healthcare: Live Captions are being used in multilingual environments to improve accessibility and real-time communication during training and patient consultations.
- Education: Schools and universities are adopting Copilot+ PCs for live translation and captioning, supporting inclusive learning for students with diverse language backgrounds.
Channel Strategy & Support
What role do Core’s reseller partners and Microsoft CSPs play in the Surface rollout, and how are you supporting them with training, stock, and marketing assets?
Core’s reseller partners and Microsoft CSPs are central to the Surface rollout:
- Resellers and CSPsare responsible for bringing Surface devices to market, providing local support, and driving adoption in business, government, and education sectors.
- Support includes:
- Access to a dedicated Surface Reseller Portalfor real-time stock, ordering, and marketing resources.
- Tiered partner programmeswith incentives, demo units, and subsidised training.
- Regular training sessions(in-person and online) on product features, Copilot+ demos, and sales enablement.
Are there plans to offer Surface devices through iStore or other retail channels, or will this remain a business-only offering for now?
Surface devices are already available through select retail channels, including Incredible Connection, Makro, Takealot, and Evetech. The focus for Core, however, remains on business, government, and education customers.
What after-sales support, warranty, and device replacement services are available to Surface business customers in South Africa?
Standard warranty: All Surface devices come with a 1-year limited hardware warranty, with options to extend to 2, 3, or 4 years via Microsoft Protection Plans.
Advanced Exchange: Next Business Day replacement is available in South Africa—if a device fails, a replacement is shipped before the faulty unit is returned.
SSD retention: Customers can retain their SSD during service events for added data security.
Self-service and authorised repair: Businesses can access in-region repair facilities or use authorised service providers for both in- and out-of-warranty repairs.
Support portals: Access to Microsoft’s Surface Support Portal and dedicated support from Core for tracking, troubleshooting, and escalation.
Local Relevance & Future Outlook
How is Core localising Surface marketing to reflect South African work culture, language, and digital transformation priorities?
Localised campaigns: Marketing materials and events are tailored to South African business needs, highlighting productivity in load-shedding environments, mobile-first workstyles, and local success stories.
Multilingual support: Campaigns and support materials are available in multiple South African languages, and features like Live Captions are promoted for their inclusivity.
Cultural relevance: Messaging emphasises local digital transformation priorities, such as security, compliance, and sustainability, and showcases real-world use cases from South African organisations.
Are there plans to expand Surface availability into neighbouring SADC markets via Core’s regional footprint?
We are evaluating new markets along with Microsoft but will communicate these when they are approved.
Looking ahead, how do you see Surface evolving in South Africa as AI PCs become the new standard? Will we see more Copilot+ form factors or accessories tailored to local needs?
AI PCs as the new standard: Surface will continue to lead the shift to AI-powered computing, with Copilot+ features becoming standard across the range.
Broader form factors: Expect more device options (e.g., larger screens, and 5G-enabled devices) to meet diverse local requirements in education, healthcare, and field work.
Accessory ecosystem: Expansion of locally relevant accessories, including adaptive kits, rugged cases, and industry-specific peripherals.
Ongoing innovation: Microsoft and Core are committed to evolving the Surface portfolio in line with South African business needs, supporting hybrid work, sustainability, and digital skills development.
