[Windows 8] Why is Microsoft betting so much on its launch campaign?
Microsoft would have invested between $ 1.5 billion and $ 1.8 billion in Windows 8 launch campaign, a pharaonic budget probably justified in view of the stakes: between the market for tablets and phones which escapes it and that for PCs which is stagnating, Microsoft needs to renew an image that has been tarnished for ten years.
Make no mistake: it is above all the image the main problem of Microsoft. Product side, it is not so bad. While his image was degrading, Microsoft has well encountered failures like the Zune and Windows Vista, and failed to establish itself in the phone market. However, alongside these mishaps, there are just as many successes that seem to go unnoticed: the Xbox has been invited to millions of salons, becoming much more than a simple game console: a connected multimedia terminal like others (Apple TV, Google TV) try in vain to create one. Windows 7 has been a huge success. The “tile” design of the Windows Phone found in Windows 8 has imposed a new standard, copied by everyone from Pinterest to Facebook. Kinect is a technological feat and a revolutionary interface, perhaps as much as the touch imposed by Apple, and will soon equip many PCs, but it was initially perceived only as a gaming gimmick imitating that of Nintendo.
The Surface tablets, with their removable keyboard inspired by that of the Asus Transformer tablets but of unparalleled finesse, are a small marvel of design, but no one seems to believe it too much yet.
The truth is that none of the Microsoft doesn’t spend that much on research and development.
Microsoft has even caught up with the serious delay accumulated by Internet Explorer, and is also spending a fortune to make it known… Meanwhile, it is Apple which is lagging behind with a Safari which is starting to be criticized from all sides.
But it is on Windows 8 that everything will play out. This OS has a dual mission: to bring Windows into the all-touch era, and to establish itself in the PC, tablet and phone markets at the same time with a unified experience.
The problem is, while Windows 8 is a brave step forward into a new world for Microsoft, such a step is not without risk when you are the default OS for millions of users. For the first time since 1995, Windows no longer has its famous “start” button. The experience is destabilizing to say the least, and we already know that in business, we drag our feet at the prospect of have to train employees in Windows 8 (something that we probably haven’t been doing since the late 1990s).
To add to the confusion, Windows 8 has a dual interface, the so-called “modern” one, with tiles, and an interface closer to the classic Windows interface, which we get through what Microsoft calls it the “Charm Bar”. And then there is also a version of the OS called Windows RT, for machines using an ARM processor (mainly tablets and phones). In short, everything is not so simple, and it is the whole challenge of the Windows 8 campaign to explain to us that moving to Windows 8 is worth shaking up our habits.
Is this movie the one that will persuade you?