Samsung
ATIV S

To coincide with the introduction of Microsoft’s Windows 8 and Windows Phone 8 operating systems, Samsung introduced Ativ, a new brand for its Windows-based devices. Ativ was created by taking the reverse order of the letters making up the word vita, meaning ‘life’ in Latin. Samsung said it was offering “a pledge to make everyone’s life extraordinary with excitement.” The Ativ range spanned both Windows 8 products (laptops and tablets) and Windows Phone 8 smartphones. The Ativ S smartphone came as a surprise when it was unveiled at the end of a Samsung Unpacked event just before the IFA tradeshow in Berlin in 2012. It immediately got attention thanks to being announced ahead of rival Windows Phone 8 products from Nokia and other Windows Phone licensees. At the time, it was believed that Microsoft was keen for Samsung to announce the device before Nokia’s Windows Phone 8 devices to show that Nokia was not getting special treatment because of its deep commitment to Windows Phone. Surprisingly, the Ativ S was not on public display at the IFA show. This was believed to be because Samsung was restricted in what it could show off the Windows Phone 8 software before Microsoft formally unveiled its new platform release. The Ativ S, which Samsung described as “a smartphone for both work and entertainment”, was an extremely competitive device combining an attractive design, a premium metal finish and an 8.7 mm profile that set a high bar for Nokia and other phone makers expected to launch a Windows Phone 8 device. Sadly, for Microsoft, ultimately Windows Phone was an entirely tactical, rather than strategic move by Samsung given the company was almost entirely committed to Android.