Microsoft’s campaign to make the Surface branding a household name is in full swing. With advertisements hitting the web, TV and even the subways, Microsoft is putting promotional material on every type of medium.
Posted above is the latest commercial to feature Microsoft’s new tablet. The theme of this commercial is to highlight Surface productivity by using the included Office applications. Seeing as no other tablets (excluding Windows RT devices) on the market come with Office, Microsoft is hoping to use the productivity software as a differentiator when compared to Apple’s iPad and the dozens of Android tablets that are currently on retail shelves.
The Surface represents a bold shift in Microsoft strategy as the company is now competing head-to-head with the OEMs who helped to make Microsoft the dominant player in the market that it is today.
For Microsoft, the Surface is the start of a new generation for the company as it moves from relying on OEMs to build the next best thing and instead has shifted to internal resources to help keep Microsoft competitive going forward.