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Motorola Take A Stab At iPad

David Gilbert


We always like a little bit of gentle ribbing among technology’s elite and Motorola’s “Tablet Evolution” video brings it to a new level. While we enjoyed the humour, we imagine Steve Jobs over in Cupertino was less than impressed with his market-leading tablet being compared to ancient stone slabs and described as “It’s like a giant phone.”

While it may warm our hearts a little to think of Jobs fulminating in his ivory tower, this video brings us little in the way of new information about the tablet. The unnamed Motorola tablet was first seen in use a couple of weeks ago running the Honeycomb Android OS when Google’s Andy Rubin took to the stage at the D: Dive Into Mobile conference. What has been confirmed however from this video is that Motorola will officially unveil the device at CES in Las Vegas in a few weeks time.

Not too much is known about the Motorola device except that it is powered by an Nvidia processor, houses a dual-core 3D processor, has video chat and of course runs Honeycomb. As you can see, the clever marketing people at Motorola began the video by comparing tablets from ancient Egypt such as the Rosetta Stone and even go on to mention a Mayan tablet, which predicts the end of the world in 2012.

One little bit of information we might be able to extrapolate from the video is regarding the rumoured name of the tablet – the Stingray. At the end of the video we see a bee flying past the covered up tablet, which could indicate that the sting moniker could have some validity. We'll have to wait and see.

Alex 11

December 21, 2010, 3:59 pm

My guess for the inclusion of the bee is honeycomb :)

David Gilbert

December 21, 2010, 4:06 pm

@Alex 11 Ah yes. Those dastardly fellows over at Motorola sure do know how to tease a person.


December 21, 2010, 4:14 pm

ok fine. But this had better be good or Motorola is going to come off looking like a big joke.


December 21, 2010, 4:14 pm

As Alex11 said surely the bee is just to do with running Honeycomb.

They forgot to mention that the iPhone and now iPad have been and probably will continue to be very successful for Apple and ignore the fact that iOS was designed for any touch based platform be it a phone or a tablet.

This ad is a bit like the Microsoft employees video where they perform a burial of an iPhone before they even had a Windows 7 Phone to shout about.

The fact they all use the iPhone to compare against is just a back handed complement to Apple, why not just ignore it instead !

Pendejo Sin Nombre

December 21, 2010, 5:10 pm

That has got to be some of the most lacklustre 3d I've seen in a long time for what I assume is a campaign with a decent budget.


December 21, 2010, 6:01 pm

Amusing lack of pick up between the bee and honeycomb by TR there. :-P

@supamario: Motorola did well with their Droid campaign, I'm sure they hope to repeat that success in the tablet space. Certainly being the preferred partner for the first Honeycomb tablet it is looking promising for them.

@Frazoire: I think it was a smart teaser, it shows that while these previous tablets were successful in their time, they all had inherrent flaws. Showing the iPad & Tab is a brave move that says to expect the next generation will make them seem as obsolete as the other tablets in the "exhibit". It doesn't matter how many tablets Apple (or Samsung) have sold. They are piggybacking off the success of the iPad so it's the right move to mention it and then point out it's biggest flaw. Good as it is, it's a very limited device, it may have been designed for touch input, but it has not been designed to do much more than a phone can. What i'm less convinced about is that Google have so re-worked Android that v3 will bring major leaps in functionality; but I'm ready and willing to be impressed and proven wrong.

I think those MS employees had WM7 phones, even if the public didn't. Their antics were a little premature, but it's good to see healthy and fun competition.

@Pendejo: It's just a web teaser, not a full blown advertising campaign. It's cute and most importantly makes its point.


December 21, 2010, 6:16 pm

@HK All good comments. Nicely said. Time to wait and see..

Pendejo Sin Nombre

December 21, 2010, 7:22 pm

"It's just a web teaser, not a full blown advertising campaign. It's cute and most importantly makes its point."


An odd defence and a non sequitur - one, does not define what a decent budget is for the other.

In terms of execution, if you're not spot on, you're off. They could have got across the same comparisons without the cheesy 3d, spent less and got a better result, but it's a subjective point.

As to the comparisons, since when has the stock dismissal of the iPad been that it's a big iPhone, surely they mean iPod touch? It's like they took the joke about the Galaxy Tab, that it's Dom Joly's phone, but couldn't quite bring themselves to make it of a fellow Android device and applied it to the iPad.

I'd say they've made a slightly garbled point.


December 21, 2010, 8:15 pm

I like the video myself but Moto now have to back it up.

This will either be a triumph or leave them with egg on their face. From what little Rubin showed of the tablet at D it did look interesting to say the least.


December 21, 2010, 9:44 pm

@Pendejo: I've nothing to defend, I didn't make it or work for Moto, it's just my opinion and all I can say is that it worked fine for me. I think the message is stronger than the execution, so no need for the latest super duper Avatar style engine behind it. As you say it's subjective and considering the last 3D game I played was Populus I guess I don't have high expectations of 3D rendering so for me it looked pretty cool :-P

As for the message, well they're just having a dig, one line jokes about each tablet to make people laugh. I'm sure an advertising campaign would take a different tack, but when the iPad came out a lot of people did say just that. Sure it proved it was more than that, but the joke stuck for a lot of people. I'm surprised the Tab even had enough penetration to have people making jokes about it! Yes they could have been stronger against the Tab, but they were just playing and it does lead you to hope there will be genuinely major UI enhancements and feature updates within Honeycomb, not like the trickle from Froyo & Gingerbread.

Mark 41

December 22, 2010, 6:34 pm

I love the advert though, very clever !!

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