Samsung's idea to combine Android and Windows 8 isn't exactly unique: Earlier this year Asus launched an AIO desktop that transforms into a giant 18-inch Android tablet when you undock the screen. The combination doesn't really make sense for a tablet that takes up most of your coffee table, but feels just right on Samsung's more portable device.
Samsung can also help mitigate Windows 8 tablet pricing problems. Microsoft's own Surface Pro runs high at $899 for the base 64GB model, while Dell's Latitude 10, laden with much more modest specs, retails for $500. It's difficult to convince people to drop such serious cash on a tablet when they can purchase a pretty decent laptop for the same price. A $500 price tag also puts Windows 8 tablet manufacturers in direct competition with Apple's iPad, the 800-pound gorilla of the mobile market.
"Samsung has to reinforce the notion that a tablet experience doesn't have to break the bank," says Patrick Moorhead, president and principal analyst at Moor Insights and Strategy.
So how will Samsung get there? By leveraging its own assets. Samsung is a massive corporate entity--it manufacturers everything from smartphones to washing machines, and essentially makes most of its components in-house, most famously mobile processors and displays. So by leveraging its various manufacturing branches, Samsung could bring its Ativ tablets to the U.S. at competitive prices.
We're not talking Nexus 7 or Kindle Fire prices, but more along the lines of the iPad 2 versus the iPad with Retina display. A $400 Samsung Windows 8 tablet will still be a tough sell, but as Moorhead puts it, "It's a different value proposition." iPads are great for consuming media, but aren't as skilled at content creation. Microsoft's commercials may just be attacks against Apple's tablet, but they do make a good point: Windows 8 is better for multitasking and productivity.