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Microsoft Uses Testimonials To Improve Reputation Of Tablets Used At NFL Games

Microsoft on Friday "went on the offensive" with Seahawks QB Russell Wilson and Saints QB Drew Brees among those giving testimonials about its Surface tablet, the official tablet of the NFL, according to George Slefo of AD AGE. To show that the Surface is "indeed a production machine among NFL athletes and coaches, Microsoft quoted its paid endorsers in a blog post extolling the device." The move came three days after Patriots coach Bill Belichick said that he was "done using it at games" (ADAGE.com, 10/21). In Boston, Dan Shulman wrote under the header, "Dear NFL: Surface Tablets Really Are Good. Sincerely, Microsoft." Microsoft in the blog entries "pointed out the many technological issues inherent in the chaotic environment of an NFL stadium on gameday." The company said that it would "continue working with the NFL to improve the tablets’ efficiency" (BOSTON GLOBE, 10/22). However, in San Jose, Cam Inman noted both 49ers coach Chip Kelly and QB Colin Kaepernick "confirmed this week that they've experienced problems" with the tablets. Kelly said, "There have been times when there are some glitches in them, and there are some times when it's really sunny out that it's tough to see the tablets. ... I haven't had any issues where they just don't work. Sometimes it doesn't work perfect and you have to shake it a little bit" (SAN JOSE MERCURY NEWS, 10/22).

NOT PANNING OUT WELL: YAHOO FINANCE's Daniel Roberts wrote under the header, "Microsoft's Tablet Deal With The NFL Has Been A Disaster." The idea was for the "visibility of the tablets on the sidelines to raise brand awareness of the Surface, and help it compete with iPads." But it has had the "opposite effect for Microsoft." When the deal expires in '18, "don’t be surprised if the NFL tries something else for its tech" (FINANCE.YAHOO.com, 10/21).

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