New Nokia 2520 video makes a gentle poke at iPad Air

Nokia's Lumia 2520 tablet with Windows RT 8.1 went on sale in the US last week via AT&T and Verizon Wireless and now Nokia has launched the first video commercial for its debut 10.1 inch product. In fact, the clip doesn't show the 2520 until the very end as it mostly takes some gentle stabs against Apple's new iPad Air.

The ad, as posted on Nokia's YouTube channel, seems to be made for the UK market, as a man with a British accent narrates his tale of showing off his new tablet that is "thinner than a pencil", a reference to Apple's own iPad Air commercial that mentions the same thing.

However, the man in the ad also seems to have issues using his unnamed tablet for serious work, thanks to the lack of a keyboard. He also seems to not care for its battery life. An attractive girl seems to always be around to see him break out his laptop to do work outside the tablet. At the end of the clip, she is shown using the Lumia 2520 which the video implies is the perfect combination of a light and thin tablet with a long battery life and the option of a full keyboard.

In many ways this clip is similar to what Microsoft tried to with its Surface RT commercials earlier this year as they also compared their tablet with the iPad. It remains to be seen if Nokia's efforts will convince tablet buyers to bypass the new iPad Air for something different.

Source: Nokia via YouTube

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They should have shown someone trying to navigate the desktop with their fingers :-) Seriously these windows tablets are half hammer and half screwdriver. Screwham? Hamdriver? A tablet that needs a keyboard, is that a tablet?

The ad didn't mention whether the keyboard is purchased separately. They could have advertised an optional mouse and claim it is better than the iPad.

derekaw said,
They should have shown someone trying to navigate the desktop with their fingers :-) Seriously these windows tablets are half hammer and half screwdriver. Screwham? Hamdriver? A tablet that needs a keyboard, is that a tablet?

Please read my comments above. I've had tools with a hammer on one end and a screwdriver on the other -- they're quite useful.

And Windows 8 when used as a tablet, doesn't NEED a keyboard. It's an OPTION that ADDS functionality.

Amazing how people get bent out of shape when you offer them more than they [think] they need.

nice nice nice.. but that if you can really buy Lumia 2520! you can't no matter how hard you want it, the process is simply hazardous to your health.

Story:
I loved this tablet, it is what I want, simply because it have a Nokia brand on it, I knew it is a quality product. So I waited for it patiently and seriously wanted it along with Lumia 1520. Sadly 1520 is exclusive so I had to pass. Now the Lumia 2520. Also exclusive! hmm, well I can tell my friend to buy it right? Again with at&t logo makes resale value dirt. Locked LTE for at&t unless you use it for 6 months with their service. Okay I can live without LTE, I don't actually need LTE. What a bummer but hey I want this device so we need to make compromises right? Well, At&t sells them with "forced" two year subscription for $399. You can't buy it at full price for $499 even if you want. Let alone you are also forced to pay $36 activation fee + tax which price goes to near $600

Conclusion:
I ended up buying iPad Air. The second I searched online, thousands of results. Found some great deals cheap (no need to wait for Black Friday) for $430 (no tax, no gift cards).

Nokia just makes it so hard to get your hand on their devices which makes it so unpleasant experience and unpleasent for the general public. I dare you if you can find any Lumia device from a popular retailer which is factory unlocked!

It's a clever commercial, I'll give them that. I don't see much wrong about these types of ads. Microsoft and Apple are in a cross licensing agreement but they can still be critical of each other's products. It's like when Samsung manufactures most of Apple processors but they are at each other in courts.

I think Nokia need to drop the random numbers and they should have focussed on its other strengths like multitasking, the screen, Usb/micro sd support etc. The ones they did focus on they don't really have the advantage for.

LOL yea cause i love trying to work out if im using desktop or metro I.E? have a surface and never use it. lose the desktop and make it metro complete and then ill think about it! But i do like how i can i have may account / my sisters account and mums account and allow me to switch between them all.

THE_OBSERVER said,
LOL yea cause i love trying to work out if im using desktop or metro I.E? have a surface and never use it. lose the desktop and make it metro complete and then ill think about it! But i do like how i can i have may account / my sisters account and mums account and allow me to switch between them all.

It blows me away how so many of you can use one environment on your phone, another one on your table, and a third on your beloved Windows 7 (or even XP); you have no problems navigating all kinds of different apps that often have completely different UI schemes; yet put the two Microsoft UI's on one device and you act like the world is about to end.

Hypocrisy at its worst.

LOL have you used the surface RT device and im talking about using it full time and not a look and touch! Metro works great and works great as a touch screen UI. But the your press the wrong app or button and you in desktop mode, there is no need for a desktop mode on this and it needs to be gone! Try using explorer on this and lets see how easy and fast it is. Gave the device to my sister and she like it, loved the USB port, loved the flash, but would freak out when it went into desktop mode! Desktop mode isn't needed on the surface RT and has no place on it. I think you need to rethink your statement, and don't worry there's a edit button to correct it. And also you talk about windows 7 (even XP) so my point is the UI for desktop isn't made for touchscreen!

You say desktop needs to be gone by stating little more that "because you say so". You're not very convincing. And you do nothing to address the obvious hypocrisy of using multiple user interfaces everywhere else with no issue while complaining about the desktop coexisting within RT.

Incidentally, Surface RT happens to be my daily driver. I use it for remote support, content consumption, Outlook for my time entries using a custom form, Word and Excel when needed, and whatever else. My laptop is pretty much relegated to Minecraft when I'm downstairs or don't want to use the game system upstairs. For everything else, I'm using Surface RT. The few times I need Photoshop or QuickBooks or some other x86 application I hit my Server 2008R2 RemoteApp server. Even Photoshop is fast enough over RDP for the little I do.

Using the desktop to manage files on my network works just fine. I even use it to download x86 software and drivers when I'm working on a client machine that needs NIC drivers or is infected and not allowed on my network (yet). Just pop in a USB key and move them over after downloading. I've even used it to browse and retrieve data from hard drives removed from client machines due to boot errors or malware. And it's MUCH safer to do this from Surface RT than another x86 PC.

Using the Windows desktop via touch (even on remote client machines) is fine. And for the odd times I need precision (or when a website isn't touch-friendly), I use the Touch Cover touch pad.

Windows 7 had touch enhancements (as did Vista) from day one. These were included in large part for the original Surface (table) as well as the tablet PC add-ons. One of the many benefits of the "Superbar" (Taskbar) was it's larger touch targets. I'll bet you didn't even know you could drag a pinned application up to reveal recent documents -- the way the right-click menu works. This was a touch feature.

As for your sister, you have my sympathies. Anyone who "freaks out" at the appearance of the desktop needs help -- perhaps in the form of competent technical support.

THE_OBSERVER said,
LOL have you used the surface RT device and im talking about using it full time and not a look and touch! Metro works great and works great as a touch screen UI. But the your press the wrong app or button and you in desktop mode, there is no need for a desktop mode on this and it needs to be gone! Try using explorer on this and lets see how easy and fast it is. Gave the device to my sister and she like it, loved the USB port, loved the flash, but would freak out when it went into desktop mode! Desktop mode isn't needed on the surface RT and has no place on it. I think you need to rethink your statement, and don't worry there's a edit button to correct it. And also you talk about windows 7 (even XP) so my point is the UI for desktop isn't made for touchscreen!

So you are saying someone cant use surface or 2520 to power 2+ external monitors and work with lots of browser (with lots of tabs) and office?

Your complaint about this was valid for windows 8 where you had to resort to desktop for many things esp control panel. Now that those are resolved on Windows 8.1, you still complain...

Crimson Rain said,

Your complaint about this was valid for windows 8 where you had to resort to desktop for many things esp control panel...

No it wasn't.

If he could handle different interfaces on different devices he should be able to handle different interfaces on one device.

Forjo said,

No it wasn't.

If he could handle different interfaces on different devices he should be able to handle different interfaces on one device.

Do you use a Windows Surface, just answer this!

Edited by The_Observer, Nov 26 2013, 5:25am :

Crimson Rain said,

So you are saying someone cant use surface or 2520 to power 2+ external monitors and work with lots of browser (with lots of tabs) and office?

Your complaint about this was valid for windows 8 where you had to resort to desktop for many things esp control panel. Now that those are resolved on Windows 8.1, you still complain...

Windows 8.1 has made the surface rt alot nicer, but the desktop mode isnt worth it, and funny has it MS as removed the desktop link from the start menu.

Forjo said,
You say desktop needs to be gone by stating little more that "because you say so". You're not very convincing. And you do nothing to address the obvious hypocrisy of using multiple user interfaces everywhere else with no issue while complaining about the desktop coexisting within RT.

Incidentally, Surface RT happens to be my daily driver. I use it for remote support, content consumption, Outlook for my time entries using a custom form, Word and Excel when needed, and whatever else. My laptop is pretty much relegated to Minecraft when I'm downstairs or don't want to use the game system upstairs. For everything else, I'm using Surface RT. The few times I need Photoshop or QuickBooks or some other x86 application I hit my Server 2008R2 RemoteApp server. Even Photoshop is fast enough over RDP for the little I do.

Using the desktop to manage files on my network works just fine. I even use it to download x86 software and drivers when I'm working on a client machine that needs NIC drivers or is infected and not allowed on my network (yet). Just pop in a USB key and move them over after downloading. I've even used it to browse and retrieve data from hard drives removed from client machines due to boot errors or malware. And it's MUCH safer to do this from Surface RT than another x86 PC.

Using the Windows desktop via touch (even on remote client machines) is fine. And for the odd times I need precision (or when a website isn't touch-friendly), I use the Touch Cover touch pad.

Windows 7 had touch enhancements (as did Vista) from day one. These were included in large part for the original Surface (table) as well as the tablet PC add-ons. One of the many benefits of the "Superbar" (Taskbar) was it's larger touch targets. I'll bet you didn't even know you could drag a pinned application up to reveal recent documents -- the way the right-click menu works. This was a touch feature.

As for your sister, you have my sympathies. Anyone who "freaks out" at the appearance of the desktop needs help -- perhaps in the form of competent technical support.

LOL "Competent Technical Support" nice. Congrats on your point of views and presenting a fair and complete argument. For me it shouldn't be there, If MS placed a setting to lockout the desktop and have it as a full time metro device like the Windows8 Phone would be nice. From the sounds of it your treating your surfaceRT as a laptop replacement. For someone that only uses for media/games/internet like myself and 80% off all tablet users i think the desktop is pointless. If you dont mind answering out of 100% how offen do you use only your fingers and not the touch pad and what touch pad do you have.

THE_OBSERVER said,

LOL "Competent Technical Support" nice. Congrats on your point of views and presenting a fair and complete argument. For me it shouldn't be there, If MS placed a setting to lockout the desktop and have it as a full time metro device like the Windows8 Phone would be nice. From the sounds of it your treating your surfaceRT as a laptop replacement. For someone that only uses for media/games/internet like myself and 80% off all tablet users i think the desktop is pointless. If you dont mind answering out of 100% how offen do you use only your fingers and not the touch pad and what touch pad do you have.

I think your assumption of the usage habits of 80% of tablet users is off. At best, it's skewed by the limitations of current tablets -- something that Windows 8 tablets will change -- they bring practical productivity. That's the point. And that's why that percentage, even if accurate today, won't be for long.

As for my touch percentage -- I'd say about 96% or more of the time I'm using touch. I used the pointer a little yesterday when I team-viewed a client with a desktop resolution quite a bit higher than the Surface (had to lean in a bit too). He was also running Windows XP -- which reminds me, I need to remind my corporate contact about the end of service coming up.

The touchpad, as I said in my previous post, is the one on the touch-cover.

My suggestion to you is to remove the desktop tile from your Start Screen (as Microsoft has done on new Surfaces) and remove the tiles for Office. Use the All Apps view if you really need Word, Outlook, Excel, or Powerpoint. Since you don't use your tablet for productivity, avoiding those should be pretty easy. With those steps taken, you'll never see the desktop.

THE_OBSERVER said,

Do you use a Windows Surface, just answer this!

My longer post that I made before the one you quoted said it's my daily driver. I use it 90% of the time unless I'm playing Minecraft, STO, or LoTRO.

ka-la said,
But the Air gets you all the women

If you need a computer to get you a woman, then either she is too shallow or it is very sad that you cannot get a woman on your own and need a computer to do it for you.

Whatever dude, someone's getting laid at least!

But seriously, I found the commercial rather comical too. Spent all that time mocking the iPad but didn't show us jack crap about why we should have a Lumia, other than the text. Great marketing guys...

was going to say the same thing, Apple must be grateful that so many people want to advertise their products.

Instead of poking and prodding at the compeition what they want to do is focus on the message on what exactly Windows RT and Windows Phone are and what they can do.

All of the adverts for the Windows RT and Phone products I've seen either have some b rate celebrity or something about the compeition or for the original surface adverts it looked more that they were advertising a new show on broadway. I understand that adverts need to be eye catching but i think that Microsoft need to get the message out on what the products actually are and what they can be used for. If i was nokia i would keep focusing on the camera and the tiles. for the surface i would focus on the work stuff a lot more and the media kind of stuff after as the work / productivity is a good catch for people.

All i saw was an advert for an iPad Air in the commercial above.

ka-la said,
1 minute of iPad ad and 15 seconds of Lumia ad, well done Nokia

The fact of the mater is a hell of a lot of people know of iPads as tablets, that is to say anything tablet like to them is an 'iPad thingy', the word iPad has taken on the status similar to hoover or tannoy, in that a brand device name is now the default name int he minds of the masses for the type of product it is.

I see this so much myself, I correct people but they look at me like I'm being pedantic or geeky or something, its just an accepted thing now and the marketing teams know this, they know they have to combat this mindset to break into the market.

The only reason android tabs sell, in any great numbers, is the price. People think its either an iPad or a cheaper iPad like thing (android).

This is why we see adverts like this, as the auto 'I want an ipad' mindset has to be chipped away at for any competitor to make any serious inroads.

Please try to think outside the tech bubble we (people who come on tech forums) all live in, its not a majority mindset and to be honest I don't think the advertising teams consider us types to be the audience of their advertising, they know we will formulate out own opinions based on numerous factors none of which being an advert. Adverts are for the none opinionated, or more to the point those with opinions but no conscious reason for having them (other than a subconscious message in the form of an advert, social fashion buzz (iPad), peer pressure (a form of social fashion buzz but mainly effecting teenagers etc.). They choose devices for superfluous reasons, not tech spec or feature lists.

Maxime Tremblay said,
They didn't show the frustration of using MetroTwit for Windows 8 however ;-) (buggy all the time)

1 of the 20 or so Twitter Apps is buggy? Why not just stick with the Official Twitter App or use the browser? (Haven't watched video yet, so if I'm missing something obvious, I apologize in advance.)

Ezekiel Carsella said,
not for me. I mean it works alright loads up a lot faster than the real one

Actually it's loading pretty fast too, however it has some trouble to stay connect to my stream, disconnect are really common.

Maxime Tremblay said,

Actually it's loading pretty fast too, however it has some trouble to stay connect to my stream, disconnect are really common.

Well I mean for me it works fine maybe ehhh Idk what to say!