There's been a lot of news these last few weeks around Microsoft's rumored foldable "Surface Andromeda" project – which is as much a software effort as a hardware one. It's unsurprising that as we get closer to its launch window, more information leaks out. But the latest bits have turned to the negative: delays, rethinking, and even talks of cancellation. But what are the expectations for Microsoft regarding Andromeda, and how could the company "save" the project? Look no further than Microsoft' HoloLens launch and the Windows Insider Program .

Go big, or go small, but just go

It's unclear how Microsoft would position Andromeda, and that is part of the problem. The "it's not a phone, but it makes calls, so it's kinda a phone" model is going to be a tough sell, especially with the memory of Windows 10 Mobile still lingering, more importantly, snarky media who have all but declared the whole thing a failure. Best VPN providers 2020: Learn about ExpressVPN, NordVPN & more Assuming Microsoft goes big on its launch with Andromeda, it will need millions of dollars for advertising, production, in-store launches, partnerships, and deals with developers. Those funds would be needed at a minimum to combat the Apple and Google duopoly on mobile. The risk of going big is the genuine possibility of this foldable PC's spectacular failure. Could Microsoft withstand such a scenario in the hardware space? Yes, but it would sting. No one lets them forget Windows RT and Surface RT, and it's been four years already, not to mention its efforts in phones. And this failure would all fall right on the shoulders of Microsoft's CEO Satya Nadella, who, so far, has a mostly unblemished record and has done nothing but grow the company. It's not hard to blame him for being skittish about such a risk. The other option is to cancel Andromeda, move on, and focus on the safe bets. Technically, that works – there is no Andromeda now, so it's hard to miss it. The company continues to move to cloud, focus on Windows in more traditional form-factors, and call it a day. The problem here is this move all but shuts the door on any mobile ambitions, at least in the "pocketable" sense. There is a third option, too, though: go small. HoloLens and the slow burn

In January 2015, Microsoft shocked the tech world. Not only was it getting into holographic computing, the company already had a working, wearable prototype that it planned to bring to market. What Microsoft did not do – despite the high interest – is launch HoloLens into mass consumer markets immediately. Instead, it took around 14 months to soft-launch it for developers at $3,000 a pop in 2016, and that was in waves extending through the rest of that year. By 2017, reports of Microsoft having only sold "thousands" of HoloLenses hit the web. And that number met its expectations. This was the right approach. HoloLens is too expensive for consumers, and even if it weren't, the software, experience, games, and design would not make it a huge consumer hit. I see little reason why Microsoft should not take a similar approach to ambitious hardware technology, even with the Surface line. Tidal waves start with a ripple