Taking place at London’s Earl Court 2 and hosted by affable UK tech pundit Jason Bradbury, Samsung ran through the details of all nine new products.
These comprised the rugged Galaxy S4 Active, Mini S4 and Zoom S4 smartphones, the Ativ Book 9 laptop, the Ativ One 5 All-in-One (AIO) PC, the Samsung Galaxy NX interchangeable lens camera and two new unique tablets.
The Ativ Q looks like a Surface Pro beater
On presenting the dual-core 13.3-inch Ativ Q tablet, which runs both Android and Windows 8, and the Windows 8 Ativ Tab 3, Samsung Europe’s head of marketing Patrick Povel pushed the company as a market innovator.
“This shows our role as an innovator. Anyone who says we’re not hasn’t been watching closely”, said Povel.
And innovation certainly applies to the Ativ Q tablet, which has a 13.3-inch 3200 x 1800 resolution with 178 degree viewing angles, and which runs both Android 4.2.2 (Jelly Bean) and Windows 8.
But rather than previous dual-OS tablets which needed to be shut down to be rebooted in a different OS, Samsung execs said that users will be able to simply switch a button to flick between Android and Windows 8. Furthermore, the same users will even be able to pin their Android apps to the Windows 8 start screen.
(Image: Samsung's Patrick Povel shows the two new tablets to event host Jason Bradbury)
The tablet impresses in other ways too. The tablet has a 9 hour battery life, runs an Intel Core i5 (Haswell) processor and boasts a flick-out stand, 4GB of RAM and 128GB of memory. It is just 13.9mm thick and weighs 1.29kg.
Yep – Samsung is no longer a fan of Windows RT
The second new tablet on show was the Ativ Tab 3, a full-fat Windows 8 model which shows that Samsung isn’t much of a fan of Windows RT these days.
Despite launching the original Ativ Tab on the ARM-powered version of Windows 8 just a year ago, the firm confirmed that the Ativ Tab 3 is x86-based and appeared to diss Windows RT despite saying that the original Ativ Tab had been "very well received" by the market.
“It’s not running the Windows RT version”, said Povel.
Samsung revealed that it has a reasonable 8.5 hour battery life, a 10.1-inch 1366 x 768 resolution display, the Intel Atom Z2760 processor, 2GB of RAM and 64GB of storage.
The device comes pre-loaded with Office 2013 and is just 8.2mm thick, making it the "thinnest Windows 8 tablet in the world".