The adoption and diffusion of innovation is a theory that explains the reasons, the process, and the rate at which an innovation spreads. This process is determined by factors like the innovation itself, communication channels, time taken for the innovation to spread, and the social system behind the innovation. These factors have marketing mix implications that need to be considered to satisfy the target market. The relative advantage will determine the way the target market will adopt an innovation. It should be based on the product’s quality against its price. Also, providing a platform where the public can try out the innovation before purchase makes the innovation diffuse faster, as the promotion goes out through word of mouth. The time taken for a product to diffuse will depend on the compatibility of the innovation and its ease of use. Finally, putting the product out there for people to see contributes to communication about the product through peers and other social networks.
Microsoft Corporation launched the Surface tablet which was their first product in the tablet world. The Surface Pro series are tablets that are designed to facilitate both portability and at most efficiency. They are light and sleek to enable one to carry them around. They have an inbuilt multi-position kickstand, and a detachable keyboard to make it functional both as a tablet and a laptop. The operating system and memory are made sufficient to facilitate loads of work. The tablet is also made to support professional grade software to make it efficient for full professional operations. The tablet though goes at a higher price compared to other tablets in the market.

Being a new idea in the market, certain factors will influence its diffusion in the market. The surface pro has a relative advantage regarding the innovation compared to other tablets. The gadget supports professional software, making it efficient for business as a substitute for much bulkier laptops. The gadget runs on latest operating systems making it fast and efficient. The detachable keyboard and stylus pen contribute to its compatibility. The product is quite available in the markets, and this boosts the observability of the product. Finally, the retail outlets allow prior testing of the gadget before purchase, and this attributes to its trial ability. These factors increase the rate of diffusion of the product. On the other hand, its weight, compared to other tablets is heavier, and the price is almost twice the average tablet price. Despite its specifications, these two factors lower its rate of its diffusion

Non-product related factors also contribute to the rate of diffusion of innovation. These factors include; the acceptance by the public. The rate of diffusion will be quicker if the target market accepts the innovation. Opinion leaders, who might be public icons, affect the rate of diffusion as their opinions motivate the choice of the public. Culture hinders the diffusion of innovation as culture and technology are yet to sufficiently co-relate. Another factor is uncertainty avoidance, where people are reluctant to drastic change and would avoid something foreign to something relative. Finally, the individualism or collectivism of the target group may affect the rate of diffusion as collectivist societies may boost or slow down the diffusion of a product in a short term perspective, and the individualist society impacts on a long term basis.

So as to speed up the adoption of the product, the Microsoft team manager could consider; making the product available to opinion influencers to speed up its approval in the market. The team should also reach out to masses to positively promote the product, targeting the approval by collectivist societies in the short term, and the individualist societies in the long term. Creating good working conditions for the employees will motivate them to work harder in the marketing of the product. The manager could also set up free trial platforms of the gadget to expose it more to the public, or produce trial videos on social media to reach out to more people. Finally, the manager could find means to make the gadget more price friendly, so as to eliminate the competition based on price, hence speeding up its diffusion rate.