Microsoft's Surface family of devices have received generally positive reception from both critics and users alike. With robust hardware that delivers superb performance and classy, innovative design that brings usability and aesthetics into one single package, devices that carry the Surface name have been the subject of interest whenever one comes out. As such, it leads to the question as to why Microsoft, even until now, has not yet decided to launch a smartphone that will also carry the venerable Surface name etched into one.

Chief Marketing Officer (CMO) of Microsoft Chris Capossela spoke to Twit's Windows Weekly show, and admitted that Redmond's latest Windows Phones are still not enough to put the company to higher grounds. While Microsoft's latest flagship, the Lumia 950 is a solid smartphone with innovative features, Capossela said that they still have a lot of work to do before the company becomes capable of persuading iPhone users to switch to Microsoft's Windows Phones.

This indicates that the company is working on a smartphone that is outside their line of Lumia devices. However, Capossela did refrain from specifying if the new device is part of the Surface line.

Furthermore, this new development shows that Redmond might be looking to go beyond the idea of hybrids by offering a true one, primary computing device whether the users is on the go or at the desk, while also offering productivity and entertainment.

Microsoft's Continuum feature presently available in the Lumia 950 and the 950 XL offers an experience similar to that of a desktop with the help of a dock. There's a taskbar, mouse recognition, and support for keyboard shortcuts as well as commands to bring the PC experience into the flagship devices.

Surface hybrids have greatly improved what a tablet can do, and a smartphone that carries the same branding might just be what Microsoft needs to gain a strong foothold in the mobile market today.