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Acer President Jim Wong
Acer thinks that Microsoft is getting it wrong with Surface RT marketing

There's no question that Microsoft's Surface RT tablet has come out of the starting gate a little slowly. Sales have been relatively modest since its late October launch, and Microsoft only recently opened up sales to third-party retailers.
 
Microsoft already has enough on its plate in dealing with Surface RT -- and the upcoming Surface Pro -- but one of the company’s own hardware partners is looking to rain on its parade. Acer has been a vocal critic of Surface RT from the beginning, and it looks like that criticism isn't letting up anytime soon.
 
Acer President Jim Wong yesterday stated in an interview with AllThingsD that Microsoft is confusing consumers with its Surface RT advertising. “The promotion of the product is really focused on the keyboard, and the users really don’t know how to maximize the touch experience,” said Wong.

Perhaps Wong is hinting at Microsoft's Surface commercial which seems to place more emphasis on the keyboard cover "clicking" into place and choreographed dancing instead of primarily focusing on the Surface's touch screen and touch-centric Windows RT interface.

 
Wong also points to the iPad and how touch has always been the focal point of Apple’s marketing of the device to consumers. There are keyboard accessories available for the iPad (some even made by Apple), but they take a backseat to touch.
 
Acer CMO Michael Birkin piled on by stating that consumers in general are getting mixed messages (which is leading to confusion) regarding the differences between Windows RT and Windows 8.
 
So do the Acer executives have a point with Surface advertising and Windows RT/Windows 8 confusion, or do you think that Acer feels that its toes are getting stepped on by Microsoft encroaching into the hardware realm?

Source: AllThingsD



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Point
By wifiwolf on 1/8/2013 4:54:21 AM , Rating: 4
Of course they have a point right there.
The reason why Apple started this market is not because they invented touch. They didn't invent it, they just made it simpler by making a device with unified interface.
I always thought that was why Microsoft came up with this bold step of changing the OS interface.




RE: Point
By Tony Swash on 1/8/13, Rating: -1
RE: Point
By Mint on 1/8/2013 7:20:09 AM , Rating: 5
That "review" is utter junk. I can't believe I wasted my time perusing that only to find myopic points from some angry nerd that didn't bother even trying to learn the basics. I thought I was going to see an informed argument when he brought up 4 criteria for OS evaluation, only to find that he applied them without any insight beyond his absurdly narrow definitions.

Of course, I should have expected as much coming from you.


RE: Point
By Tony Swash on 1/8/13, Rating: -1
RE: Point
By CaedenV on 1/8/2013 11:00:16 AM , Rating: 4
that map is woefully incomplete. It does not even touch on their business product lines. There is also no mention of the products MS makes for other platforms. That map could be way more convoluted.

Mapping MS out like that is the wrong way of doing things to begin with. MS is a company of several technologies, which they bundle into different products. For example; Skydrive is simply skydrive. You can interact with skydrive in different ways depending on your use of it and the devices you have. I personally use it as an automated document backup and syncing feature. I moved my documents folder to the skydrive folder on all of my machines and *poof* when I save a document on any computer it becomes available on all of my computers. Similarly, my phone automagically moves everything to skydrive, and *poof* all of my pictures are automagically on all of my systems as a local copy which is updated through skydrive. Skydrive is supposed to be cloud storage, and I could use it like that if I wanted, but I find it more convieniant to use it as a sync tool.

But the point is that Skydrive is merely Windows Live Mesh attached to a HDD on one of MS's servers somewhere. The name may change, and the packaging may change, but what it really is, is simply live mesh, which can run on just about anything, and you can interact with it via just about anything. Categorizing it (or other technologies like Skype) as different things under different divisions just muddies the waters.


RE: Point
By InsGadget on 1/8/2013 7:21:34 AM , Rating: 2
quote:
a mistake of epic proportions
That's not hyperbole at all.


RE: Point
By karlostomy on 1/8/2013 7:26:53 AM , Rating: 2
Tony,

I watched that youtube vid you linked to.
It bears an uncanny resemblance in tone and quality to this old chestnut:

http://www.youtube.com/watch?v=k-uTnqYHZ-I

Go on, admit it. It was you?


RE: Point
By perspicacity on 1/8/2013 8:50:11 AM , Rating: 2
Mistake or not, it's the only play Microsoft has.

I think the real mistake is Windows RT. Incompatible platform means they can't leverage the millions of existing Windows apps out there, which is Microsoft's only real advantage.

Even though it's a hybrid bastardization, Windows 8 is Microsoft's best bet. They can't compete with a completely separate OS in the tablet world... they're too late to the party.

I just wish they didn't disrupt the desktop experience so much.


RE: Point
By Nortel on 1/8/2013 10:10:21 AM , Rating: 3
MS is desperately trying to tie 'everything' together. From phones & tablets to destops and servers, they are targeting a unified look. Obviously things aren't going so well for them right now but we have recently seen more touch desktops with a drafting table experience being released. This could convince users (if you watch the commercials) that having children playing angry birds and finger painting is worth the purchase of a new computer.


RE: Point
By arazok on 1/8/2013 4:00:38 PM , Rating: 2
My wife has never, once, in her entire life, expressed any interest in playing the piano. Apple launches a commercial with a finger playing a keyboard, and suddenly it’s her purpose for being.

Those ads use emotion to sell computers, and it’s amazingly effective. The kid painting commercial is the only good ad Microsoft has for Win 8 IMO.


RE: Point
By Cheesew1z69 on 1/8/2013 4:48:54 PM , Rating: 2
And the song they use in it, AWESOME song. Found the entire song and LOVE IT.


RE: Point
By Mint on 1/8/2013 2:04:15 PM , Rating: 2
Yeah, IMO RT is just a backup plan if Intel didn't deliver on Clovertrail. It's a bit of a "child's play, we can do it too" message from MS about making a closed OS for ARM with a secure marketplace. I don't think MS even cares if it succeeds, and it probably cost them next to nothing to develop since they needed the Win8 kernel running on ARM anyway for WP8.

I think it'll die in a year or two.
quote:
I just wish they didn't disrupt the desktop experience so much.
It really doesn't have to if you don't want it to. Just use the start page as a giant start menu with tons of one-click access, and then the positives outweigh the negatives.


RE: Point
By freedom4556 on 1/8/2013 5:44:30 PM , Rating: 2
quote:
It really doesn't have to if you don't want it to. Just use the start page as a giant start menu with tons of one-click access, and then the positives outweigh the negatives.


That's pretty much exactly how I use Windows 8, and my only complaint is that I wish they could've left us a start screen button so that in VMs and remote desktops it's less difficult to miss that one corner pixel without accidentally leaving the virtual window entirely.


RE: Point
By CZroe on 1/8/2013 7:11:16 AM , Rating: 2
It is a Surface commercial and not a "Windows RT on touch devices" commercial. The keyboard and stand are the defining features from other tablets INCLUDING other Windows RT tablets, so that is what the commercial focuses on. Acer's comments are silly in this case. He should be saying that MS also needs to make a Windows RT commercial instead of just a surface commercial.


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