tablets

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Bill Loguidice's picture

Motorola's Xoom - A Missed Opportunity in Honeycomb Tablets

As I'm sure many of you have seen by now, Motorola's Xoom commercial during the Superbowl attracted quite a bit of attention. For those who don't know, Motorola's Xoom is one of the first tablets to run Google's Android operating system specifically designed for tablets, Honeycomb. Previously, Android tablets were running a version of the operating system optimized for smartphones, not tablets, so the release of a true Honeycomb device is big news in that it's the first real competition for Apple's dominant iPad. Anyway, the commercial is Motorola's send up of Apple's famous 1984 Superbowl ad, which pitted a free thinking Apple against the oppressive dictatorship of IBM. Of course, Apple got the competitor wrong. It wasn't IBM, it was Microsoft, and it almost cost Apple its business if not for an improbable comeback in mobile devices. Ironically, Motorola has similarly misidentified its true competition. It's not Apple, it's other Honeycomb tablets. Just like what happened in smartphones, where Android devices have overwhelmed the market with devices and risen to a position of leadership despite a somewhat fragmented marketplace and at-manufacturer-will upgrade paths, the same scenario is likely to play out in tablets, with Apple carving out a dominant - but not market leading - niche all to itself in the long-term. Priced at $800 with a bizarre requirement for a minimum of one month of 3G data to "unlock" wi-fi, Motorola has seemingly done everything to cripple its otherwise impressive device right out of the gate.

As I've discussed multiple times, I've been practically begging for a Honeycomb tablet to capture my techno-lust before the iPad 2 comes out, but if we're going to see efforts like this in what is already a late bloomer in things like tablet-specific apps and developer support, I'm becoming more and more pessimistic such a scenario will happen. In fact, if these Honeycomb tablets don't start coming out in reasonable quantity and at more attractive price points relatively soon, it will take even longer for them to wrest away Apple's 90% market share in the segment, and we may even be entertaining ideas of not what happened with Apple versus Google in the smartphone market, but what happened with Apple versus everyone else in the portable music player market.

Check out Motorola's Superbowl ad below:

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