Trying to change the world, one thought at a time

Posts tagged 'marketing'

  • Sat
    31
    Mar 07

    Windows Home Server Marketing Challenge

    I've been thinking a lot about how big of a splash Windows Home Server is going to make whenever it makes it to market.  One interesting challenge that the WHS team faces is that its core function, if it's done properly, is effectively invisible.  It's true that it is very visible when you need it, but these times are few and far between.

    Now WHS has other goals and other features.  The "Access all your files from anywhere" model is pretty cool.  Right now I've got it set up using DynDNS (pretty easy but not very consumer friendly), but it looks like by release time there's going to be some sort of integration with Live Domains, so that this will be a simple set up.  Even this functionality can fade into the background though.  Honestly, since I set this up, I used it a couple of times, just to play around with it, but I haven't actually needed that remote access.

    Now there's a ton of 3rd party concepts that I'm psyched about.  Home automation integration could be pretty cool, but probably limited to a small niche for DIY types.  If they can partner with ADT or something and get WHS slated as an option when a security system is installed, that would be sweet.

    Hopefully the 3rd party market really heats up this space.  It looks like the SDK is going to finally see light in early April.  It'll be great to finally see exactly how open the platform is to extension.

    In the end, I think that WHS is going to be successful not so much as a product, but rather as a platform.  As a product it's going to be adopted by enthusiasts, people with home-based businesses, and people who have been bitten by the lack of an executed backup strategy.  But as these folks bring WHS into their homes, and the third party solutions start to take off, I can see lots of compelling software products coming on-line so that the masses will want their own Windows Home Server.

  • Wed
    07
    Feb 07

    Windows Home Server, Part 3 - Business / Marketing

    I recently had the opportunity to discuss Windows Home Server with Charlie Kindel, Microsoft's General Manager for the Windows Home Server product. We had an email dialogue, followed by a phone conversation. I’ve pulled together four posts based on our dialogue. I hope to fill in a few areas where the publically available information is a little thin. This is part 3 of a 4 part series. (Links to Part 1, Part 2)

    Business / Marketing

    RH: Why did you decide to keep it under wraps?  Other than some comments by Bob Muglia and Paul Thurrott, this was extremely stealthy compared to most other Microsoft projects.  How did you pull it off?

    CEK: From the very beginning we knew the concept was a “big idea”. We felt it was important that our initial disclosure had “pop” and the only way to achieve that was through keeping it a secret as long as possible and then having a significant announcement event. 

    The fact that literally thousands of Microsoft employees have known about “Q” for more than 2 years, and the fact that have an internal Beta program with hundreds of participants is a testament to the integrity and spirit of Microsoft employees. We were very open with them about our plans, and simply (frequently) requested that they honor what we were trying to accomplish and keep the secret. They did.  I’ve been at Microsoft over 16 years and I pretty much love this company. I’m proud of many things we’ve accomplished as a company, but one of the things I am now most proud of is the way our employees dealt with the “secret of Q”. I especially love the fact that this is in stark contrast to how other companies work to keep secrets.

    RH: How did Home Server get started?  Was it a top-down strategic push, or was there a lower level champion for the idea?

    CEK: Egads. This is a long story that I am working on writing up for a blog post on my blog.  The short story is:  It started from the bottom up back in 1999 when I was running the Consumer Windows home networking team.  Windows Home Server is my fourth attempt to get it done at Microsoft (Quattro means 4 in Italian). Those 8 years of effort created both a groundswell of grass roots interest as well as an understanding of the strategic and visionary importance from the top.

    RH: We've heard about HP.  I know you probably can't name specific OEMs, but can you give an estimate as to the number of OEMs that will be on board when this launches? Are we going to see something from the likes of Dell or Gateway?

    CEK: We are not prepared to say anything more than we said in our announcement at CES at this time.

    RH: Have you thought about developing a certification program for certifying installers to set this up for people who are still intimidated?

    CEK: Yes.

     

    Further Discussion:

    I tried to get some more details out of Charlie regarding future plans and features. Charlie indicated that while they have a lot of ideas that they would like to address beyond version one of Windows Home Server, they are really trying to wait to see how the market reacts to the product, and get feedback from real customers before they make decisions. Beyond that they are very focused on getting V1 out the door.

    I also asked if they might be looking at a different SKU for the SOHO market that would make use of the technology they have developed for Home Server. Charlie explained that the Home Office market is one of the areas they are trying to serve with WHS. Basically if a business is being run out of the home, it can take advantage of all of the features of WHS.

     

    Mary Jo covered some of these same topics today here and here.

  • Wed
    20
    Sep 06

    Why isn't it Soapbox.live.com?

    More brand confusion is on-tap from the MSN/Live.com folks.  They are slowly opening up the beta of their Soapbox.msn.com video site.  Now many folks are going to be confused as to why this isn't Soapbox.live.com.  It's for user-generated content right?  That's kinda like spaces.live.com.  It's for sharing with your friends & family.  And strangely, the beta invitation signup appears to be handled through ideas.live.com.
     
    Back when the whole live.com branding thing was new, there was a lot of discussion about what it all really meant.  Sanaz Ahari posted some clarifications, and then later a bit of a mea culpa on behalf of Microsoft. 
     
    The original explanation points to the reasoning for why Soapbox is an MSN site.  MSN is about supposedly about content, and Live.com is about services.  Unfortunately, there are many problems with trying to make this distinction.  Blogging is all about content.  95% of the value of a service like spaces.live.com is the content!  Gallery.live.com? Content as well.   Yes there is a services aspect to spaces, gallery and soapbox, but after seeing the flury of live.com announcements, I was totally expecting Warhol to come out under the live.com banner.  Maybe you at least put an CNAME record in the live.com DNS to redirect Soapbox.live.com to Soapbox.msn.com.
     
    On a lighter note, was everyone else as disturbed as I was by the disco/robot/etc butterfly?

  • Tue
    18
    Jul 06

    The end of bad car commercials?

    Stephen Broadwell thinks that Neilson's decision to start rating television ads might mean the end of bad commercials.  I think the advertisers are going to have to wade through the five stages of grief, but Neilson is definitely poised to be the undertaker with this latest move.
     
    A while back I blogged about new media models, and linked to an idea from Mark Cuban about bringing the eyeballs back to commercials.  I think Cuban's idea will seem even more obvious after Neilson starts releasing this kind of data.
     
    From my previous post: "The only way that the effectiveness of commercials is going to go up is if the networks make them interesting. If it's compelling, timely, in-context with the show I'm watching, or funny, then I might pay attention.  Otherwise, you might as well let me skip it because I'm not paying attention anyway."
     
    And for the curious, the five stages of grief are:

    1. Denial and isolation: "The numbers must be wrong.  We'll hire consultants to prove the numbers wrong."
    2. Anger: "How dare you do this to me?!  It's the Tivo's fault!" 
    3. Bargaining: "Ok, we'll just adjust our rates and it'll be ok."
    4. Depression: "How are we going to maintain our business?"
    5. Acceptance: "How can we leverage what we now now?"

    (from wikipedia http://en.wikipedia.org/wiki/Five_stages_of_grief)
     
    Just watch how advertisers react and see if it follows the pattern...

     

  • Thu
    01
    Jun 06

    Microsoft and Google in a Race for Brand Dilution

    I used to know what Google stood for. The brand was so clear, that the company name even turned into a verb that means “To Search”. No longer. Google could mean search, email, instant message, book search, rss reader, the list goes on and on.

    Whenever a company stumbles into a really popular brand, they go through stages. The first involves building the brand, making sure that customers know what to expect. The next is to protect the brand. Here a company rejects uses of the brand that don’t meet the original brand image. After a while, companies start viewing the brand as an asset to be exploited. That is where Google appears to be now. I’ve even stopped paying attention to their never-ending stream of beta service releases. I don’t know what Google stands for anymore.

    Microsoft, in their apparent desire to “beat Google at something” has taken the fast track to brand dilution with their Live.com services. Live.com meant something when it was just and RSS enabled portal. I was still on board when they decided to bring search, mail, and IM under the header too, but a recent flurry of Live.com announcements has left me wondering “What does Live.com really stand for?” I thought Microsoft would have known better after they all but buried the .Net brand, but they are making the same mistakes again.

    If you have a brand that means something to consumers, the worst thing you can do is attempt to leverage the brand for something that doesn’t mesh with the original image. This erodes the understanding and trust that your customers have in your brand.

  • Thu
    23
    Mar 06

    How to Buy an Ultra-Mobile PC

    Microsoft has a page titled "How to Buy an Ultra-Mobile PC".  What can you find there?  Nothing!  This page has been up since the UMPC was "Launched", but there still is no solid info about when the various devices will ship, or even when or where they can be ordered.

    (image from http://www.microsoft.com/windowsxp/umpc/howtobuy.mspx modified in parody)

    If Apple had launched the UMPC, the end of Steve Jobs' speech would have included "And you can buy them right now at our online store, and in our retail stores across the country."  Now I realize the it's the OEM's that control the release dates, but Microsoft and the OEMs lost out big time on the enthusiasm that surrounded this launch.  Even if the devices won't ship until April, letting folks preorder starting on the day of the launch would have allowed them to feel involved.

    Right now, all of the folks who are the most enthusiastic about these new devices are also the most frustrated.

  • Tue
    28
    Feb 06

    Windows Vista Consumer Confusion Edition

    Microsoft has finally released the official product lineup for Windows Vista.  They are going from a two SKU model in XP (with later additions of Tablet, Media Center & Starter Editions), to a whopping 6 + N SKU's for Vista.  This is bad for several reasons.

    Brand Expectations:  One of the core strengths of the Microsoft OS is that people know what to expect.  By selling all of these different versions, you are confusing your brand image.  Many of the more advanced features are available only on the higher SKU's.  If someone asks how to do something related to one of these higher-end tasks (like file encryption), we must first deduce what edition they are running (Here's where the consumer says "I don't know, it's Windows!  I got Vista, you told me to get Vista!"). People (non-geeks) already feel that they have to learn too much to utilize computers, now you're asking them to learn more in order to buy computers.

    People Will Buy on Price:  Many businesses and consumers will buy whatever is cheapest.  This is bad for many reasons.  First, it's less revenue for Microsoft.  Second, after these people buy the cheaper SKU, they will often be less satisfied as customers.  I've always hated the XP Home SKU, since so many small businesses have purchased it (usually on cheap prebuilt machines) only to find out that it didn't give them all of the functionality they needed.

    How could Microsoft have done this better?

    Option 1:  Two SKU's, Vista Home & Vista Business.  This gives folks a clear message about who each version is intended for.  Beyond that, if you must have exclusive features, sell cheap feature packs.  Instead of having a separate CD or download required for these feature packs, put them all on the original disc, and let the consumer purchase activations quickly and easily over the phone or internet.  Heck, you could even offer freebies (like "Try the media center feature pack for four weeks free starting July 4th, no credit card required!").  This makes it a social experiment where everyone can try out the cool features, and decide if it's worth a subscription or one-time fee.

    Option 2:  Come up with a different brand for the Home and Business lines.  The home SKU's could be Vista, the business ones could be some other two-syllable word that embodies productivity, efficiency, collaboration, or whatever other feel-good buzzwords you need to cling to.

    I guess it's too late, the ship has already sailed on this one...