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ARM CEO Says Windows 8 Tablets Might Have Edge Over Android

By - Source: Tom's Hardware US | B 49 comments

ARM's CEO seems to be confident about Microsoft's entry into the tablet market.

One of the biggest features to come with Windows 8 is the touchscreen UI. This makes it a perfect OS for tablets, but how will it compare to the competition? According to ARM CEO Warren East, Windows 8 tablets might actually give Microsoft an edge over Android-powered slates. Speaking during an earnings call, East said that brand recognition and familiarity is the fundamental difference between Microsoft and Android tablets.

According to CNet, East's comments were made in response to an analyst who asked why Windows 8 tablets would be successful when Android tablets weren't selling all that well. East said:

"Consumers are familiar with Microsoft and very familiar with Windows and they're less familiar with an Android environment. Microsoft has an awareness advantage with consumers that the Android folks didn't have."

However, East hasn't lost faith in Android. Rather, he believes that it will just take a while before the sale of Android tablets really takes off. The CEO said that he believes it will take some time for customers to latch on to the brand, as was the case when Android smartphones first hit the market. Until then, East says it's up to Microsoft to take advantage of its brand recognition among consumers:

"It's up to Microsoft [and we'll see] how well they're going to exploit that advantage."

ARM this week announced that its fourth quarter results saw pre-tax profits increase 45 percent and sales increase more than 20 percent. The company reported profits of £69 million, or $109 million, and sales of £137.8 million, or $218.19 million. As for as the entire year, the company saw a 37 percent rise in pre-tax profits (up to £229.7 million or $363.7 million) and a 21 percent rise in sales (up to £491.8 million or $778.7 million.)

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  • 16 Hide
    aftcomet , February 1, 2012 6:12 PM
    math1337Familiarity with metro? ARM windows will have NOTHING in common with other versions.


    You mean it's 100% different? No similarities whatsoever? I dunno about you, but I'd MUCH prefer Windows over anything.
  • 10 Hide
    guardianangel42 , February 1, 2012 6:33 PM
    math1337No "legacy" desktop on ARM.Can you name one similar thing besides the name?

    Most of the code.

    And Office.
Other Comments
  • 16 Hide
    aftcomet , February 1, 2012 6:12 PM
    math1337Familiarity with metro? ARM windows will have NOTHING in common with other versions.


    You mean it's 100% different? No similarities whatsoever? I dunno about you, but I'd MUCH prefer Windows over anything.
  • -7 Hide
    mkanada , February 1, 2012 6:15 PM
    - Windows for ARM
    - Android for x86
    - ARM servers

    Is the old dream about OS and hardware independency near to come true?
  • -8 Hide
    math1337 , February 1, 2012 6:16 PM
    aftcometYou mean it's 100% different? No similarities whatsoever? I dunno about you, but I'd MUCH prefer Windows over anything.

    No "legacy" desktop on ARM.

    Can you name one similar thing besides the name?
  • 10 Hide
    guardianangel42 , February 1, 2012 6:33 PM
    math1337No "legacy" desktop on ARM.Can you name one similar thing besides the name?

    Most of the code.

    And Office.
  • 6 Hide
    stingray71 , February 1, 2012 6:37 PM
    I have a hard time getting excited about a W8 tablet/smartphone. Not sure why, I build my own computers, have a killer gaming rig, know W7 inside out. In short, I'm not a windows hater by any means.

    I also own Xoom and a Bionic. I love the simplicity of Android and how it natively it incorporates gmail, calender etc. I don't need full Office Suite either on my portable devices, Kingsoft Office for Android works just fine for me.

    MS has a tough road head.
  • -2 Hide
    dickcheney , February 1, 2012 6:46 PM
    ARM tablets are dead to me. Long live x86 tablets.
  • -1 Hide
    willard , February 1, 2012 6:50 PM
    math1337No "legacy" desktop on ARM.Can you name one similar thing besides the name?

    The old style desktop on a tablet makes basically no sense. And anybody using Windows 8 will immediately recognize the tablet interface, which is literally the same damn thing (Metro).

    So, almost everything from a Windows 8 PC will be preset and look identical on a Windows 8 tablet. Power users who avoid Metro like the plague will surely see the two platforms very differently, but the average Joe won't.
  • 0 Hide
    rantoc , February 1, 2012 6:52 PM
    He is right, however its will most likely be the x86 atom that power them now that Intel manage to get the power draw down, next gen atoms with the new shrink + 3gate as well as tweaks will be interesting to say the least for tablets/phones. The benefits for the buyer are so obvious its ridiculous!
  • -7 Hide
    math1337 , February 1, 2012 6:53 PM
    willardThe old style desktop on a tablet makes basically no sense. And anybody using Windows 8 will immediately recognize the tablet interface, which is literally the same damn thing (Metro).So, almost everything from a Windows 8 PC will be preset and look identical on a Windows 8 tablet. Power users who avoid Metro like the plague will surely see the two platforms very differently, but the average Joe won't.


    So somehow Metro is going to suddenly become a big hit on desktops, even though there is the familiar desktop interface?
  • 7 Hide
    hoofhearted , February 1, 2012 6:53 PM
    I'll just go where the games are. Now if they can put Steam and Skyrim on there .... well ....
  • 1 Hide
    willard , February 1, 2012 6:58 PM
    math1337So somehow Metro is going to suddenly become a big hit on desktops, even though there is the familiar desktop interface?

    Huh? I'm not making any claims about popularity. I'm saying that people will recognize the thing that's staring them in the face every time they turn on their computers. I doubt the average computer user will even know the old desktop is there. Hell, most of them don't even know it's called the desktop, and I've heard people call the computer case the desktop on more occasions than I can count (only mistake more common is calling it the CPU).
  • -4 Hide
    pug_s , February 1, 2012 7:00 PM
    One of the biggest complaints of Microsoft is fragmentation. In Windows and IOS, it is not a problem. Windows work hand and foot with the hardware manufacturers to make sure that their drivers will work for their OS. Google, with the exception for their nexus phones, doesn't get involved hardware at all. Perhaps Microsoft can exploit this opportunity in order make Windows 8 work despite what kind of phone or tablet you have.
  • 6 Hide
    pug_s , February 1, 2012 7:02 PM
    Errr One of the biggest complaints of Android is fragmentation, I mean.
  • -8 Hide
    math1337 , February 1, 2012 7:02 PM
    willardHuh? I'm not making any claims about popularity. I'm saying that people will recognize the thing that's staring them in the face every time they turn on their computers. I doubt the average computer user will even know the old desktop is there. Hell, most of them don't even know it's called the desktop, and I've heard people call the computer case the desktop on more occasions than I can count (only mistake more common is calling it the CPU).



    So you think that average computer users will recognize the start screen/menu more than all of the applications that they ALREADY use?
    I use my start menu to start applications, which is the purpose of the start menu.
  • 1 Hide
    willard , February 1, 2012 7:11 PM
    math1337So you think that average computer users will recognize the start screen/menu more than all of the applications that they ALREADY use?I use my start menu to start applications, which is the purpose of the start menu.

    No, try reading what I wrote next time.

    I'm saying that Windows 8 users, who see the Metro interface EVERY TIME THEY TURN ON OR UNLOCK THE COMPUTER will recognize that same interface on a tablet. You are presented that interface literally every time you sit down at the computer. The average person will just roll with it. You need to understand that your use cases and proclivity for the old start menu are not universal.

    I also didn't say anything about which they'd recognize more, which is irrelevant anyway. Why are you getting so aggressive over this?
  • -7 Hide
    math1337 , February 1, 2012 7:22 PM
    willardNo, try reading what I wrote next time.I'm saying that Windows 8 users, who see the Metro interface EVERY TIME THEY TURN ON OR UNLOCK THE COMPUTER will recognize that same interface on a tablet. You are presented that interface literally every time you sit down at the computer. The average person will just roll with it. You need to understand that your use cases and proclivity for the old start menu are not universal.I also didn't say anything about which they'd recognize more, which is irrelevant anyway. Why are you getting so aggressive over this?


    I guess you're right. They'll recognize the critically important 5-second unlock process.
  • -2 Hide
    A Bad Day , February 1, 2012 7:28 PM
    otacon72Android tablets are done once W8 Tablets hit the market. What's the point of buying an Android based tablet...it's just an oversized Droid. A W8 tablet will run real software with a real OS. The iPad will always be around because of the iSheep and even RIM's Playbook will probably stick around because of business/government use but Android tablets are done.


    Actually, both Android and W8 will have a bigger fish to fry, Apple and it's high popularity. Ever checked what the lines are like when Apple announces new phones or tablets?

    I'd love to see some lawsuit wars between Microsoft and Apple though. The clash of the giants...
  • 0 Hide
    rex86 , February 1, 2012 7:32 PM
    Just a short story from my life as an unofficial IT guy. A girl yesterday came to my office to help her install some software on her Linux laptop that's running Ubuntu. Couple of days ago I also helped her install some other software on her Linux laptop. This time I noticed that the software that I installed couple of days ago was gone, so I asked her what happened with it. She answered me that she had made a clean install because some things weren't working properly. :/ 

    A note to those who aren't "adept" in Linux affairs. You reinstall your Linux system only when you seriously screw up something up. If something's not working properly you fix it.

    My point is who's gonna reinstall win8 on your tablets once they start catching viruses and they will.
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