Microsoft markets new tablet as laptop replacement

Microsoft markets new tablet as laptop replacement

The device will go on sale to the public on June 20.

Introducing the tablet that can replace your laptop.

Such is the basic premise of a new advertisement for the upcoming Microsoft Surface Pro 3, which began generating discussion on CNET this week ahead of its television debut. The commercial seeks to highlight the versatility of the Surface Pro 3, beginning with an actor using the device in bed and then rapidly shifting through other situations where the tablet might come in handy. In one quick cut, the actor uses a stylus to write on the tablet while riding in a taxicab; in other cut, he has attached a keyboard to the device for a work meeting. In the meantime, Microsoft makes sure to quickly list off the features of the new device, from the detachable keyboard and kickstand to a USB port.

The message here is fairly obvious: Microsoft wants to market its tablet not to the subset of the population that only uses these devices for fun and leisure, but to the business subset that is looking for greater practicality from tablet devices. That much, if not made evident by the body of the ad itself, is revealed plainly in the commercial’s closing statement: “the power and speed to do real work.” Microsoft is essentially saying “here is a tablet that can handle anything your computer can, and in a more convenient and portable package.”

Indeed, the Surface Pro 3 has the power to replace a laptop. The processor chip is a Core i5, which is as robust as any mainstream laptop currently running Windows. With a physical keyboard and tablet rarities like USB ports, the device could feasibly do what few tablets have done and convince businesspeople to give up on laptops entirely. Such a development is likely the ultimate goal for most tablet manufacturers, but for now, it will just be a matter of convincing the general public that tablets can handle all the tasks a laptop can.

The Microsoft Surface Pro 3 should already be in Microsoft stores for demonstration purposes. The device will go on sale to the public on June 20.

 

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