Motorola pushes hard against Apple ahead of Xoom release

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					          Motorola pushes hard against Apple ahead of Xoom release


From taking shots at Apple in Super Bowl television ads to the release of a price tag that's well above the
competition's, the Motorola Xoom, the company's entry in the not-so-competitive tablet market, has
recently earned much attention.

Motorola is touting the Xoom as the top challenger to Apple's dominant iPad. So far, that distinction has
gone to the Samsung Galaxy Tab. But the label of "top competition" is relevant, considering estimates
place the iPad's market share somewhere in the range of 85 to 90 percent.

Still, Motorola is stepping up the full-court press. The company's Super Bowl commercial especially
turned a lot of heads.

It was was blatant shot at Apple's landmark Super Bowl commercial from 1984. Both spots allude to
George Orwell's 1984, when one person tries to break from a mass of corporate conformity. In the
original ad, Apple painted itself as the rebel, while Motorola implies the company has now become the
corporate conformist.

"In the tech world, the Xoom is largely thought to be the first viable iPad competitor ...
Now that Motorola has run its Super Bowl ad, the hype is on," Nick Eaton recently wrote for
SeattlePI.com.

Apple's ad was considered historic when it first ran 17 years ago, but no such distinction has been given
to Motorola's version just yet. However, that doesn't mean it couldn't be a landmark first shot in the
companies' tablet battles.

Though a formal announcement has yet to be made, the Xoom is expected to be released on February
24, with quite the hefty price tag. According to an accidental leak by Best Buy, the Xoom's cost is
rumored to begin at a whopping $799, well above the price point for an entry-level iPad.

Apple's device starts at $629 with 3G mobile service, the price increases to $729 at the next upgrade
level. The most expensive iPad is just $29 more than the baseline Xoom.

Neither Motorola nor Best Buy have commented on the leak or the rumored price tag, but many experts
are already questioning whether the Xoom can really challenge the iPad with such a high price.

"This is very aggressive pricing in the face of consumers' clear willingness to treat Apple products as the
'gold standard' and worthy of a premium, with competing products representing some kind of
compromise, which is typically reflected in pricing," Forrester Research analyst Charles Golvin told
eWeek.

The Creative Department is a Cincinnati, Ohio advertising, branding and marketing ad agency providing
web site design and development.

				
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Description: From taking shots at Apple in Super Bowl television ads to the release of a price tag that's well above the competition's, the Motorola Xoom, the company's entry in the not-so-competitive tablet market, has recently earned much attention.