It's no secret that Microsoft has had a tough time selling its Surface tablet series, but as the company gears up for a potential Surface Pro 2 reveal in June, it's trying a different strategy: Focusing on what it's good at, and what its rivals can't do.
Initially, Microsoft tried to make the Surface Pro and RT "cool." Its commercials didn't really tout any particular feature outside of the clickable keyboard (sold separately) and built-in stand. With the iPad 5 looming as well as numerous other Android slates, though, Microsoft is dancing to the beat of a different drum.
The latest Surface commercial puts the smooth moves on the backburner in favor of highlighting Microsoft Office and productivity. Considering that most tablet owners would love to have Office programs like Word and Excel available on their device (and that's not going to change with an iPad 5 or any other slate), it's actually surprising that Microsoft hasn't been promoting this feature relentlessly.
Even the new tag line is able to simultaneously evoke a positive, simple, and effective message. Oh, and it takes a shot at rivals, too. "Microsoft Surface. The tablet that runs Office."
This kind of ad should've been created sooner. Unlike past Surface ads (and the most recent Lumia 920 one), it actually emphasizes things the Surface can do that others can't.
"It is significant, because it is the first ad that really shows what Surface can do that the iPad cannot," Wes Miller, an analyst with Directions on Microsoft, said to PC World. "Rather than 'dancing around' the Surface, I like that this ad actually tries to clarify the unique features of the device."
"I think it's important," David Johnson, an analyst with Forrester Research, added. "[The ad] focuses on what differentiates the Surface as a tablet."
For as long as Microsoft Office isn't available on rival tablets, Microsoft has a chance to drum up interest in its devices. The Surface Pro 2 and Surface Mini tablets that are expected to be revealed at next month's Build conference are going to sport new Windows 8 features, but even more importantly, they can be positioned as the kinds of devices that can get work done. If the company can follow through on that promise, it might have a chance in the tablet space after all.
