We've grumbled before about Samsung's mediocre Galaxy Tab line of Android tablets, but on the Windows tablet front the Korean firm has seemed even less interested.
Until now, that is, and the arrival of the ATIV Tab 3, which is exactly what it sounds like – the best of Samsung's tablet abilities but with Windows 8 on board rather than Android.
It looks rather a lot like Sammy's latest Galaxy Tabs – well, the 10.1-incher, anyway since that's the only size on offer with the ATIV Tab 3.
And while the frequency of new Galaxy Tab arrivals has meant the range's continued lack of high-end edge is a frustration, something along these lines is nonetheless a major arrival on the Windows tablet scene. It's the thinnest Windows slab around (8.2mm), and weighs just 550g, which includes an S-Pen for added productivity potential.
On that front, Windows 8 should be a fair help, especially with Office Home and Student pre-loaded.
The key specs include an Intel Atom Z2760 processor, 2GB of RAM and 64GB of internal storage, microSD, micro HDMI and micro USB connectivity, a 720p camera and 10 hours of battery life.
The ATIV 3, like the ATIV Q also announced at Samsung's Premiere event in London today, comes with SideSync, which enables your Windows-based Samsung tablet and Android-based Galaxy smartphone to work together and share functions with ease.
There's no news on the potential for different variants such as Wi-Fi options or 3G/4G, and nothing on availability yet, but in the ATIV 3 we potentially have what the Windows tablet market needs a lot more of: fully fledged Windows 8 running on fully mobile devices.
Question is, will the ATIV 3's price tag be low enough for it to represent a genuine alternative to the iPad or similar-sized Android tablets?