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Motorola Xoom On Super Bowl Coming 24 February

David Gilbert


Motorola Xoom On Super Bowl, Coming 24 February

Viewers of the Super Bowl last night were treated to a glimpse of the future – or one possible version of it anyway – where only Motorola’s Xoom brings creativity to a world devoid of colour.

The ad, entitled ‘Empower the People’ is set in an Orwellian, 1984-esque world where technology – and people – are limited by restrictive platforms. Enter the Xoom, the “tablet to create a better world”, which heralds “a new day with optimism, openness, freedom and empowerment.” All very impressive but at a cost of $3 million per 30 second slot, Motorola’s one-minute Super Bowl ad will mean it will have to sell quite a few tablets just to break even. While the ad itself tells us very little we didn’t already know about the Honeycomb-running, dual-core 1GHz tablet, Best Buy ads in the States tell us a lot more.

Ads in circulation now show that the Xoom will be arriving in stores from February 24 at a cost of $799. This is confirmation of rumours which had been swirling for a couple of weeks now, however the price of $799 will be a disappointment to many who were hoping for a more competitive price point. As of yet we have no indication of any release date for anywhere other than the US.

You can check out all the details on the Xoom at the newly launched portal on the Motorola website.

Pendejo Sin Nombre

February 7, 2011, 2:44 pm

The best bit -

'To activate WiFi functionality on this device, a minimum of 1 month data subscription is required.'


February 7, 2011, 3:00 pm

Apple are selling iPads like hot cakes with a (no doubt) healthy profit margin and yet competitors can't release a competing product almost 10 months later for cheaper. Madness.

Brian Carter

February 7, 2011, 3:34 pm

@Simon: Absolutely. I continue to be surprised by the costs involved.

My initial thought was that it was the software - Apple had iOS which was pretty close to perfect for them...but it's not like companies are paying a huge amount to develop Android (although there is always going to be a cost there).

Then I thought that it might be because Apple already had the ipod touch design and just made it bigger...but then what about all the existing touchscreen phones that rival Apple.

So what's left? Apple have huge buying power and know that they'll sell millions of the devices so can actually have a slightly healthy profit rather than a hugely healthy profit. Not to mention that the Apple App Store means that they continue making money on it long after they sell a device.

So in my mind, the problem is that Apple was always going to have a huge marketshare and that meant that they could be competitive, whereas everyone else is a. late and b. not Apple and so is sharing the remains. The 'remains' may eventually be the majority (similar to more Android phone being sold in the last quarter than apple phones)...but each individual company's share will still be much less than Apple's share for the foreseeable future.

That, plus 3g still seems to be mandatory for almost all Android devices (barring one I saw on TR a while back).


February 7, 2011, 3:40 pm

Also Ars Tecnica notes: "a launch in a couple weeks is somewhat surprising, given that Motorola's own floor models at CES last month were only capable of running video demos. Additionally, Google had Xooms on hand during its official Honeycomb preview last week, but only Google employees were allowed to run demos using them"

So it seems it only barely worked a couple of weeks ago. Should be an interesting launch..

If this is Motorola's way of thinking different I'd rather stay with the mainstream, thanks very much.


I was shocked to read that too! I'm sure that will be hacked pretty quickly (even if Motorola has tightened the bootrom screws even further) but, must they really be that greedy?

Chatan Mistry

February 7, 2011, 3:45 pm

Simon - maybe it's because the manufacturers are being too greedy? When Steve Jobs said the iPad was at a great price point, I thought he was having a laugh. But looks like he was being accurate

The Samsung Galaxy Tab has been a failure, and it looks like the Xoom is going to go the same way


February 7, 2011, 4:09 pm

Wow, they blew $6m on such an amateur ad? Really?


February 7, 2011, 4:12 pm

I'm actually rather tempted by an Android tablet, my gadget lust keeps luring me to the idea of an viable, slick looking alternative platform, of doing things differently.

But then I keep coming back to the core fundamentals.. As it is, the Xoom in every way a 1st get product.. 1st gen hardware platform on a first gen tablet OS with just a smattering of Tablet optimised apps.

The conversation is still revolved around the workings of the new UI, how it works, stability, battery life, app store implementation etc.. Where as with the iPad, the conversation's moved on to the apps & how/what you'd actually use it for & more recently, a renewed push to kill off print publications.. If we look toward the video games console market as a parallel, that one year head start is something not to be overlooked..

The tablet landscape will no doubt look substantially different in a year's time. By then, we'll get a 3rd and even 4th viable platform to dwell over - WebOS, Window's on ARM (or even Windows Phone on erm tablet..), some variant of Meegoo and who knows what else..

And I think that'll be when I take another look into the alternatives.. In the meantime, I'll look keenly not toward what the new iPad will look like, but what 2nd gen IU elements & features it will bring to the table and in particular, what new software/apps will be introduced..


February 7, 2011, 5:21 pm

"By then, we'll get a 3rd and even 4th viable platform" - And how could I forget BlackBerry's Playbook!


February 7, 2011, 5:23 pm

At that price it is a gigantic no thanks from me.

What has surprised me is how little we've seen from mobile phone type deals and tablets. It took an age for Orange to do the iPad deal. With this sort of tech, like mobiles, moving at high speeds I dont particularly want to splash out a chunk of cash on something that will be obsolete in no time at all. Id much rather enter into a phone like contract renewing every 24 months. I don't need to be told about the financial differences, I understand them, I would just find it more conveinient and appealing.

Hamish Campbell

February 7, 2011, 5:28 pm

Seems that Apple prices aren't so crazy after all, when others try to compete in their premium bracket the prices are just the same.


February 7, 2011, 5:38 pm

Odd, why is the Xoom so expensive? Correct me if im wrong but the Advent Vega is also a 10.1" capacative tablet with a Tegra 2 chip and that is available for £250 ($400 AFTER tax).

Fair enough the specs for the Xoom are higher (better screen, more memory ect) so you would expect a slight price premium but not double the price.

Hoping that the Advent Vega will support Honeycomb (or if not, that the excellent XDA-Devs will be able to port it :-) )


February 7, 2011, 6:16 pm

@Chatan Mistry

How is the Galaxy Tab a failure? It's a great little device (at the correct size for proper mobility) that does its job perfectly, and it comfortably beat Sammy's end-of-year sales goal. Much more modest than the ipad's crazy sales figures, of course, but people buy the Tab because they see it and make a (sort of) rational decision to buy it - whereas Apple does have its curious legion of fanatics who will buy anything with a fruit sticker at any price.

And now that the Tab's £359 from a certain big online retailer, it's a steal. Even my Dad got one to finally replace his ancient Clie.

I agree that Motorola's price for the Xoom is far too high (at the moment). Android gear just doesn't command the same premium that Apple tech does. They're probably gambling that being the first to bring Tegra2 to market will warrant the high price.


February 7, 2011, 6:45 pm

"What has surprised me is how little we've seen from mobile phone type deals and tablets." - I've heard the sales of network tied iPad on Orange haven't been stellar.. If I had to guess, I think the feelig is that people already have a costly/lengthly mobile phone contract therefore don't really see the appeal of signing up to another one..

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