In a pair of new Surface 2 ads, Microsoft promotes its tablet over Apple’s iPad, drawing particular attention to its built-in kickstand, “hands-free” functionality, and multiple user accounts.
The first of the ads (embedded below) sees a user launch a recipe application on Surface, and navigate through the application by moving a hand in front of the screen. After waving at the tablet thus, the app’s page switches. Microsoft then presents a similar application on the iPad, noting that such hands-free functionality isn’t available, and claiming that the concessionary voice commands offered by the app don’t work well.
This, combined with Surface’s built-in kickstand, means the tablet’s screen won’t get messy; neither feature is offered by the iPad, Microsoft’s ad notes.
In the second of the two ads, Microsoft shows off Surface’s support for multiple user accounts. This not only provides individual users with a degree of personalization when it comes to using the tablet, but at the same time, it also allows parents to monitor their children’s use of Surface.
Despite a number of admittedly useful features, however, Microsoft’s Surface tablets have failed to gain traction in both the United States and overseas. The company has reduced the price of its tablets as a result, while expanding the family to include three models (pictured above) and purchasing Nokia’s “Devices & Services” unit in an attempt to improve mobile hardware.
Concerning the ads, Microsoft explains that more are in the pipeline, too:
It is officially the holiday season and we know that many of you are in the middle of deciding which devices to purchase for family, friends, and yourselves. As you consider the alternatives, you should think about what you want to do on your tablet. Surface is designed and built for people who want to do more and be productive on a tablet. This means different things to different people, so weve put together a series of videos (with more to come) to show you how Surface compares to its competition in accomplishing many of the things you do every day.
Of course, given the iPad’s success in the tablet market, it’s no surprise competitors are taking shots at the Apple-made tablet. In fact, Microsoft’s ad follows a similar Web advertisement from Nokia, in which the Lumia 2520 tablet is placed in direct competition against Apple’s 9.7-inch iPad Air.
But are consumers even taking notice? With the holiday season now upon us, we’ll have to wait until the new year to find out.