Scroogled Ads: Why Microsoft is Wrong About Chromebooks

Challenging Microsoft's Perspective on Chromebooks

The assertions made within Microsoft’s Scroogled campaign regarding Chromebooks are inaccurate. While Chromebooks may not represent the ideal computing solution for all users, characterizing them as entirely without merit is a misrepresentation.

Interestingly, Chromebooks share several conceptual similarities with Microsoft’s own technological objectives, a point Microsoft appears to downplay.

The Political Nature of the Scroogled Campaign

The advertising employed in the Scroogled campaign bears a striking resemblance to political attack advertisements in its overall approach.

This is further substantiated by the fact that the campaign is managed by an individual with a prior background in political campaign management.

Chromebooks: Awareness as a Primary Outcome

Despite the potentially negative framing, a positive outcome of the Scroogled advertisements is increased public awareness of Chromebooks and their existence.

For Google, simply ensuring that consumers are aware of Chromebooks as an option can be considered a significant achievement.

Chromebooks: More Than Just an Internet Connection

A recent advertisement by Microsoft, featured in a Pawn Stars spot, claims that a Chromebook becomes "pretty much a brick" without an internet connection. This assertion, however, is demonstrably inaccurate.

Chromebooks offer a substantial degree of offline functionality, often exceeding user expectations. A wide range of applications remain accessible even when not connected to the web.

Offline Capabilities of Chromebooks

Users can continue to utilize several key features without internet access. These include:

• Email and Calendar: Access and manage your schedules and correspondence.
• Documents: Work on text documents, spreadsheets, and presentations.
• PDFs and eBooks: Read and annotate digital books and documents.
• Media: Enjoy stored videos, images, and music.
• Games: Play certain games designed for offline use.

Chromebooks are becoming increasingly versatile in their offline capabilities, with a growing number of Chrome apps designed to function entirely without a network connection.

While it’s true that Chromebooks are optimized for online use, this is also the case for traditional Windows laptops.

Many Windows users rely heavily on web applications and spend a significant portion of their computing time within a web browser. Consequently, a Windows PC can also be rendered largely unusable when disconnected from the internet.

Therefore, the claim that a Chromebook is uniquely limited by its reliance on internet connectivity is misleading. Both Chromebooks and Windows PCs can experience diminished functionality offline.

The Question of a "Real" Laptop: Beyond Windows and Office

The assertion that Macbooks and Linux-based laptops aren't "real laptops" has been promoted by Microsoft. However, this claim doesn't reflect a genuine exclusivity on their part. The capabilities of Chromebooks should be assessed based on their practical utility, rather than arbitrary definitions.

It's important to consider the functionality offered, not just the operating system.

Office Availability on Chromebooks

A key point often overlooked is that Chromebooks do have access to Office! Microsoft provides a completely free, web-based suite called Office Web Apps. These applications are seamlessly integrated with Microsoft’s SkyDrive platform.

Furthermore, Office 2013 on Windows automatically saves files to SkyDrive, meaning your existing documents may already be accessible.

Microsoft's Conflicting Messaging

Microsoft presents a contradictory message. To users of Google Docs, they highlight the capabilities and compatibility of Office Web Apps. Yet, to potential Chromebook purchasers, they suggest Office is entirely unavailable.

This inconsistency raises questions about the motivations behind their marketing.

Limitations and Practical Needs

While Office Web Apps are more constrained and require an internet connection – unlike Google Docs – they undeniably exist. Microsoft itself positions it as a robust product with excellent compatibility.

Chromebooks offer Office, albeit a version with limitations. However, Windows RT also features a restricted Office experience. The crucial question is: what are your actual Office requirements?

For many users, the functionality of Office Web Apps would be entirely sufficient to meet their needs.

• Office Web Apps are free to use.
• They offer strong compatibility with existing Office formats.
• They are accessible through a web browser.

Ultimately, the value of a laptop isn't defined by a single operating system or software suite. It's about fulfilling the user's specific tasks and requirements.

Chromebook Functionality and Mobile Connectivity

The core functionality of a Chromebook is significantly reliant on internet access. While some models offer alternative connectivity options, their capabilities are limited without a network connection.

Certain Chromebooks are equipped with integrated 3G mobile network capabilities. This allows for internet access even when Wi-Fi is unavailable.

Chromebooks with 3G Access

For instance, Samsung previously offered a “Chromebook 3G” model priced at $330. This device included a complimentary 100 MB data allowance per month through Verizon’s 3G network.

Users who invested in a Chromebook featuring 3G mobile data functionality retain the ability to utilize their device outside of Wi-Fi range.

Chromebooks are designed to be cloud-based devices, and their full potential is realized when connected to the internet.

The Reality of Online Tracking and Advertising

Your online activities are monitored by Google, regardless of whether you're utilizing a Chromebook or the Chrome browser on Windows. Individuals deeply concerned about Google’s data collection practices might consider alternatives to both Chromebooks and Chrome. It's important to recognize that even users of Internet Explorer are subject to tracking by Google Analytics and a multitude of other advertising networks on a daily basis.

Microsoft's Involvement in Data Collection

If Microsoft prioritized user privacy, their collaboration with Facebook and the integration of Facebook into the Bing search engine would likely be different. Furthermore, it’s noteworthy that Microsoft was the initial company to fully cooperate with the NSA’s PRISM program.

The complexities surrounding surveillance are significant, irrespective of one’s stance on NSA monitoring. The question arises: is Google’s advertising-related tracking truly the most pressing concern? Numerous other advertising networks and social media platforms are actively tracking user behavior across the internet. This occurs alongside the data accumulation efforts of intelligence agencies like the NSA.

Beyond Google: Advertising Across Platforms

Google is not the sole entity aiming to deliver targeted advertisements. Microsoft itself incorporates advertising into many of its pre-installed Windows 8 applications. The term "Scroogled" presents an oversimplified view of the broader landscape.

Consider the pervasive nature of data collection.

A Wider Perspective on Privacy

• Data tracking is widespread, extending beyond Google.
• Multiple entities, including social media and intelligence agencies, collect user data.
• The issue of online privacy is multifaceted and complex.

Challenging Perceptions: The Chromebook and Laptop Dichotomy

Microsoft has voiced criticism towards Chromebooks, asserting that they "are not what they appear to be" and fundamentally "are not real laptops." This critique, however, appears to apply a contradictory standard when considering Microsoft’s own Windows RT operating system.

The Illusion of Familiarity with Windows RT

Windows RT presents a user interface remarkably similar to Windows 8, even incorporating a traditional Windows desktop environment. Despite this visual resemblance, Windows RT diverges significantly from a full-fledged Windows installation.

It doesn't function as a conventional version of Windows, preventing the installation of standard Windows desktop applications. Users are restricted to utilizing modern "Windows 8-style" applications sourced exclusively from the Windows Store.

A Case of Double Standards: iTunes and Application Availability

Microsoft specifically mentions iTunes as an application readily accessible on standard PCs but absent from Chromebooks. Interestingly, iTunes is also unavailable on Microsoft’s Windows RT platform, and its future availability remains uncertain.

If the absence of iTunes is presented as a significant drawback for Chromebook users, the same concern should logically apply to Windows RT. This inconsistency raises questions about the motivations behind Microsoft’s critique.

Microsoft's Evolving Vision and the Future of Computing

The core of the issue lies in the convergence of Microsoft’s and Google’s visions for the future of computing. Microsoft anticipates a shift towards cloud-based services and more constrained device capabilities, signaling a potential decline in the relevance of the traditional Windows desktop.

This foresight is reflected in Microsoft’s promotion of Windows RT, the Surface RT, and the Surface 2. The company’s commitment to these platforms suggests a diminished belief in the long-term viability of the conventional Windows desktop experience.

Consequently, Microsoft and Windows RT find themselves operating on a comparable plane with Google and Chrome OS, both navigating a landscape where the traditional desktop paradigm is being re-evaluated.

Can Chromebooks Be Sold at Pawn Shops?

Considering the question of whether a pawn shop would accept a Chromebook is relevant. It's important to note that many pawn shops generally avoid purchasing laptops due to their often diminished resale values.

The scenario presented in a recent advertisement suggests a more practical solution: returning the Chromebook for a refund. This approach is arguably more sensible than attempting to pawn a gift in order to fund a trip to Hollywood – especially given the context of the advertisement featuring an actress.

The Impact of Advertising

Ironically, Microsoft’s advertising campaign, despite its intent, has served to highlight Chromebooks as viable competitors in the consumer electronics market.

Consumers should form their own opinions regarding Chromebooks, rather than being influenced by potentially biased political advertising from companies like Microsoft.

Independent evaluation and consideration are crucial when making purchasing decisions.

Image Credit: John Bristowe