In a tablet market dominated by Apple (NASDAQ:AAPL) iOS and Google (NASDAQ:GOOG) Android at 48.2 percent and 43.4 percent market share, respectively, Microsoft (NASDAQ:MSFT) should be in panic mode. With only a 7.5 percent market share, Microsoft’s Windows-based tablet faces a huge mountain to climb. However, Samsung might have the power to save Microsoft’s Windows tablets.
In what could be a potential game-changer, the Ativ Q and the Ativ Tab 3 will allow for access to both Windows 8 and Android operating systems in a seamless manner. One problem with the Windows 8 tablets revolved around the fact that it is not optimized for mobile access. While the ability to run powerful desktop applications is great in theory, the fact of the matter is that those applications are better suited to a desktop where a mouse and keyboard are available. In short, it defeats the purpose of a tablet in the first place.
The new tablets will dual-boot both Windows 8 and Android, allowing for users to move back and forth between the two operating systems and, in effect, getting the best of both worlds. Users would be able to pick and choose exactly how they’d like to approach a task using a variety of sources found on both a desktop operating system and a mobile platform.
Samsung may also allow for the pricing of Windows-based tablets to become more affordable. At present, the Surface Pro costs $899 for the base model and the Dell Latitude 10 retails for $500. At those prices, consumers don’t have much incentive to not go the iPad route. Samsung hopes that its enormous manufacturing ability will allow for the production of its new tablets at competitive pricing.
However, the estimated price-point of $400 would still put Samsung’s tablet in a difficult fight with Apple’s equally priced iPad. The goal would be to bank on the dual operating system as a means to multitask in a more efficient manner using more professional applications.
Samsung could also use its considerable expertise in marketing — not to mention an outrageously high marketing budget — to increase the visibility of the Windows-based tablets. Simply put, Samsung isn’t afraid to spend money when it comes to marketing or try out new strategies, as it did with the recent $5 million partnership with Jay-Z. If Samsung could achieve even a fraction of the success it has had in dominating the smartphone market, Microsoft could be breathing a sigh of relief when it comes to the continued existence of Windows 8 tablets.