Samsung’s ambitions in the tablet market have been very high with devices like the Galaxy Tab which had quite a few variants and the Galaxy Note 800. More recently, the company announced the Nexus 10 tablet in accordance with Google which is one of the best Android tablets money can buy right now. However, we often tend to neglect Samsung’s aspirations in the Windows tablet arena especially since the launch of Windows RT. When Samsung launched the WP8 running Ativ S, there were a few other Ativ devices announced during the event. This included the Samsung Ativ Tab which was running on Windows RT. These devices got very little coverage over the months following its official announcement and it has now come to light that the device will not be launched in the U.S. Perhaps, Microsoft doesn’t want Samsung to interfere with the sales of the Surface RT in the country which might strike out as the reason behind backing out. But Samsung’s Senior VP, Mike Abary has other theories. He said there was too much confusion about the device’s nature given it’s running on a toned down version of Windows 8. He indicated that it was probably at the company’s best interest to wait on the launch of the device in the States.
He said – “There wasn’t really a very clear positioning of what Windows RT meant in the marketplace, what it stood for relative to Windows 8, that was being done in an effective manner to the consumer. When we did some tests and studies on how we could go to market with a Windows RT device, we determined there was a lot of heavy lifting we still needed to do to educate the customer on what Windows RT was. And that heavy lifting was going to require pretty heavy investment. When we added those two things up, the investments necessary to educate the consumer on the difference between RT and Windows 8, plus the modest feedback that we got regarding how successful could this be at retail from our retail partners, we decided maybe we ought to wait.”
Samsung is not really the first company to be a little cold on Windows RT, previously Acer was also known to be a little disconnected from the concept. The company delayed the launch of its Windows RT tablet so as to see how the Surface RT performs in the market. So there is a general sense of caution from the manufacturers with regards to Windows RT which is understandable. OEMs have been more aggressive and supportive towards the Windows 8 Pro running tablets, which will arrive in the form of Surface Pro this year. So while there is enough excitement among manufacturers about Windows 8 Pro, they don’t quite feel the same about Windows RT. We’re in that time of the year where tons of smartphones and tablets are going to be launched. Windows has always known to be the ultimate work machine, which is why there are plenty of people waiting for the release of the Surface Pro. Let’s see how that pans out for Microsoft and its partners.