Microsoft's new Surface ads go head to head with Samsung instead of Apple

Microsoft is taking on a different competitor for the Thanksgiving weekend. In two new ads for the Surface 2 tablet, rather than going head to head with Apple which Microsoft has a long history of doing, the company is tackling Samsung this time — specifically the Samsung Galaxy Tab 10.1.

The two ads respectively aim at two features, or lack thereof, in the Galaxy Tab 10.1: USB and multiple account support. Microsoft boasts that the Surface 2 has a full-sized USB port plus a separate port to charge the device, so you can be charging it and transferring data from a USB simultaneously. The Galaxy Tab 10.1 has only a micro USB port that doubles as a charging port, so multitasking is impossible unless you buy additional connectors. In the other ad, Microsoft talks about how the Surface 2 allows for multiple accounts so each user of the one tablet can have a customized experience, while the Galaxy Tab 10.1 only allows for one account on the device.

It's interesting that Microsoft chose to target Samsung now instead of Apple's iPad Air or iPad mini, given the fact that the iPads are vastly more popular. The folks in Redmond just wanted to shake things up a bit, it seems. Plus, Microsoft did already air ads about the lack of these features in the iPads.

Check out the two new Surface ads below.

Source: CNET | Image via Microsoft

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31 Comments

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Having multiple accounts is no longer important anymore.

That my friend is not true, I have two (2) kids one have a iPad 2 the other a Samsung tab 2 and they still use my latitude xt tablet/labtop as well as their moms labtop, so two accounts are good

The Start Screen looks so much better with a solid color background.. the image backgrounds are like visual noise... wish they would stop marketing with them.

brianshapiro said,
The Start Screen looks so much better with a solid color background.. the image backgrounds are like visual noise... wish they would stop marketing with them.

You mean those boring solid colours. The background are more than "visual noise", they add character and personality.

neo158 said,

You mean those boring solid colours. The background are more than "visual noise", they add character and personality.

* Its still noisy and looks like a mess.
* Personality is personal, you don't get it out of a box.
* Keeping things simple isn't a matter of lacking character and personality.
* You don't need your Start Screen to say something.

brianshapiro said,

* Its still noisy and looks like a mess.
* Personality is personal, you don't get it out of a box.
* Keeping things simple isn't a matter of lacking character and personality.
* You don't need your Start Screen to say something.

I disagree, as do lots of other Windows 8 users.

No, Windows does not belong on a tablet. A true tablet runs a tablet OS. If its running Windows then its a PC/slate/hybrid thing with all the legacy stuff along for the ride. Windows makes the experience clunky. Who wants to run antivirus and anti malware on a tablet?

derekaw said,
No, Windows does not belong on a tablet. A true tablet runs a tablet OS. If its running Windows then its a PC/slate/hybrid thing with all the legacy stuff along for the ride. Windows makes the experience clunky. Who wants to run antivirus and anti malware on a tablet?

Windows is the icing on the cake.

Sent from my Surface Pro 2

Edited by zhangm, Dec 1 2013, 3:31am :

derekaw said,
No, Windows does not belong on a tablet. A true tablet runs a tablet OS. If its running Windows then its a PC/slate/hybrid thing with all the legacy stuff along for the ride. Windows makes the experience clunky. Who wants to run antivirus and anti malware on a tablet?

Oh, so the fact that it is a Surface RT (which doesn't have any of the legacy support, except Office and IE) all of the sudden it's virus-ridden?

derekaw said,
No, Windows does not belong on a tablet. A true tablet runs a tablet OS. If its running Windows then its a PC/slate/hybrid thing with all the legacy stuff along for the ride. Windows makes the experience clunky. Who wants to run antivirus and anti malware on a tablet?

So did the change over to horseless carriages also throw you for a loop?

As for anti-malware, if you aren't running it on an Android tablet, you probably have malware already.

The other missed concept is that with Windows, it is light enough, it can run anti-malware and still do things faster than the iPad and Android. Which makes the notion of needing a lower level 'tablet OS' just silly.

derekaw said,
Who wants to run antivirus and anti malware on a tablet?

It's not whether anyone wants it, it's that it's pretty much needed, especially given something like Android's dismal security history.

froggyliver said,
Interesting they say "Surface" and not "Microsoft Surface".

Yes its the same as asking someone if they support The Affordable Care Act or Obamacare.

If you want a big huge tablet then get one with a full sized USB port. Surface is not a tablet, it does some tablet like stuff in a clunky way but it is no tablet, it is just a PC in a new form factor. Comparing Surface and real tablets like the Galaxy Tab makes no sense and just confuses people.

derekaw said,
Surface is not a tablet, it does some tablet like stuff in a clunky way but it is no tablet, it is just a PC in a new form factor. Comparing Surface and real tablets like the Galaxy Tab makes no sense and just confuses people.

I own both a Surface and an Android-based tablet--had the Android for longer. I'd like to know what you base this comment on--honest. What is it that makes a "real tablet" that the Surface isn't? Or are you just conceding that the Surface is more than just a tablet? Your comment is confusing to me.

[edit]
In fact, I own this Android 4.x tablet, an older 2.2 one, a Playbook and then Surface. The Surface blows them all out of the water, no contest.

I believe he is going by Microsoft ad base. Everything Microsoft says he believes! LOL

Too everyone that thinks I'm a Microsoft fan boy ;-)

derekaw said,
If you want a big huge tablet then get one with a full sized USB port. Surface is not a tablet, it does some tablet like stuff in a clunky way but it is no tablet, it is just a PC in a new form factor. Comparing Surface and real tablets like the Galaxy Tab makes no sense and just confuses people.

You are confusing the Surface RT/2 with the Surface Pro/Pro 2...

The Surface RT/2 is very much a tablet.

The ads look fine to me, they're showing what it can do first and foremost and then right before the end they say the Galaxy Tab can't. Majority of the ads time is taken up by showing the Surface and the feature in question being used.

Having multiple accounts is no longer important anymore. I can see a guest account so that you don't want a friend or a family member see what you do on it but beside that there is no real point. Tablets and computers are so cheap now most people will have there own device. The idea is great but more for the early 2000s time and not 2010s.

Wish Surface supported Wireless HDMI. That would be a great way to connect a second monitor.

Maybe for your use, a second account is not important but what if this replaces your laptop or even desktop. A surface pro + the dock can be used as so and if your family uses the device a second account is nice. Android also offers this feature, via profiles, on their tablet editions.

ACTIONpack said,
Having multiple accounts is no longer important anymore. I can see a guest account so that you don't want a friend or a family member see what you do on it but beside that there is no real point. Tablets and computers are so cheap now most people will have there own device. The idea is great but more for the early 2000s time and not 2010s.

Wish Surface supported Wireless HDMI. That would be a great way to connect a second monitor.

not everyone has enough money to buy everyone tablets/pcs's

I think its very useful.

ACTIONpack said,
Having multiple accounts is no longer important anymore.

It's more important than it ever was. Internet services have become more personalized, to the point that for many of them personalization is the "killer feature", and it's a rare website that doesn't offer something on sign-in. "Apps" by the Apple definition followed right along.

While devices have become more personal (smartphone ratio per capita is increasing, and people don't tend to share phones, this isn't necessarily cost-effective, and drives people to look for more sharable secondary devices. A tablet that handles personalization better than an iPad, but costs the same, is attractive.

The way Windows 8 handles these scenarios was certainly with these trends in mind.

ACTIONpack said,
Having multiple accounts is no longer important anymore. I can see a guest account so that you don't want a friend or a family member see what you do on it but beside that there is no real point. Tablets and computers are so cheap now most people will have there own device. The idea is great but more for the early 2000s time and not 2010s.

Wish Surface supported Wireless HDMI. That would be a great way to connect a second monitor.

You realize you are arguing that it is better to just buy two (Android/Apple) tablets instead of one Windows tablet?

Sure a lot of people have their own devices, but even in that best case example, what if my tablet is in the bedroom and I want to check my email on my spouse's tablet or let my kids use my tablet because they left theirs in the car?

Every family member should have their own account with all their stuff and their customizations and their online passwords not subjected to others accidentally screwing things up. This isn't to keep other family members out, but so that when they click on 'Mail' it brings up their mail without any fuss.

For example... How many times have you seen a really savvy tech person forget to login under their account on facebook and post silly crap to the tablet owner's page?

Having a guest account is something that may not be used often, but is essential when it is needed.

Also, you are missing the fact that with MS Accounts, you can just add someone as a user on your Windows tablet, and they can login and have all their stuff at their fingertips, even if they only going to be using the tablet for 20min.

auziez said,

not everyone has enough money to buy everyone tablets/pcs's

I think its very useful.


sure, not everyone. but some people may tell you "i just brought one for me and my kid" excluding phone reviewers.
one account can cause some privacy issues as other don't want their email read. and i'm sure some people wanted to sign in on the go without having to sign in with password and such (maybe with windows 8) but as for Android and Apple Tablet users!
I see where you from...