So when you put it that way, paying $400 for a Windows 8 tablet doesn't seem so outrageous. Samsung's vast resources will help in delivering a Windows 8 tablet at a reasonable price.
The marketing spin
All of Samsung resources will also come in handy as the company helps tackle Microsoft's biggest problem: No one knows Windows tablets exist. "We haven't see a lot of pure Windows tablets outside of the Surface," says Stephen Baker, vice president of industry analysis for the NPD Group. Indeed, putting aside Microsoft's marketing push on TV and online, Windows tablet makers haven't been doing much to increase Windows 8 tablet awareness. If you need a good example of what weak marketing efforts will do to a product, just look at Nintendo and the poor sales of its Wii U.
But luckily for Samsung, this is an area in which the company thrives. It spends a ridiculous amount of money on advertising--way more than Apple or Microsoft--to make sure people know about its products and what makes them so cool. It's one of the reasons Samsung has been able to become the No. 1 smartphone maker in the world. With the power of Samsung's deep pockets, awareness for Windows 8 tablets can increase and the platform can continue to grow.
The Ativ tablets are just one catchy commercial away from being a household name, much like Samsung's line of Galaxy phones.
An uphill battle
Selling people on Windows 8 tablets won't be an easy task, but if anyone is up for the job it's Samsung. The company has the corporate--and financial--muscle to push Windows tablets into the mainstream, but Samsung also doesn't have the best track record when it comes to supporting mobile devices running Microsoft's OS. Before we get our hopes up too high that Samsung can save Windows tablets, we should also ask how long it'll stick by them before going back to exclusively making Android slates instead.