July 8th, 2008
Microsoft on Vista: ‘The time of worry is over.’
Microsoft wants its partners and customers to know that it’s done letting its competitors and critics walk all over Windows Vista.
“We know our story is very different from what our competitors want us to think,” Brad Brooks, Corporate Vice President of Windows Consumer Product, told attendees of Microsoft’s Worldwide Partner Conference in Houston during a keynote address on July 8. “Today we are drawing a line and are going to start telling the real story” about Vista.
While Brooks didn’t call out Apple by name (he instead referred to a “pretty noisy competitor out there”), he made it clear that Microsoft is finally going to hit back via ad campaigns, including the $300-million-plus one it has under development with Crispin Porter + Bogusky. (Sadly, Microsoft didn’t show off during the keynote any of the new ad collateral that Crispin Porter is creating.)
At the Microsoft partner show, Brooks reiterated the same messages that Microsoft has been attempting to get out to the market over the past few months. He acknowledged that partners stopped believing that Microsoft would ever manage to ship Vista and thus didn’t prepare adquately for the launch of the operating system. He admitted that many of the feature changes, especially those in the security area, broke a lot of hardware and software apps. And he emphasized that the Vista that Microsoft first shipped nearly two years ago is very different from the Vista that’s out in the market today. Microsoft is using Windows Update to ship updates to Vista users every week in order to continue to improve and hone the product, he added.
Brooks also re-emphasized that because Windows 7 won’t veer widely from Vista’s hardware requirements and core set of features, partners should encourage customers to move to Vista today in so they will be well-prepared for Windows 7. (Windows 7 is due to ship in late 2009, last anyone from Microsoft said.)
During his keynote, Brooks took the wraps off a new portal site, the Windows Vista Compatibility Center, that is designed to provide users with a single place to check whether specific hardware and software is compatible with Vista. The site currently lists 9,000 devices and software products (3,500 apps and 5,500 devices) — a number that Microsoft is planning to expand via customer and partner feedback. The site will be all about helping to “bust the myth” that Windows Vista is not compatible with many apps and devices, Brooks said.
The new Vista Compatibility site has no connection (so far) with Microsoft’s still-private “Don’t Blame Vista” tool, a k a Windows Advisor. But over time, I wouldn’t be surprised to see the site and the tool tied together in some way.
Brooks also announced the new Windows Vista Small Business Assurance program. Microsoft kicked off the program via a series of full-page ads in a number of major newspapers on July 8. The slogan: “Move to Windows Vista with Confidence.” From the ad copy:
“Risks are a part of every small business. Making the move to Windows Vista isn’t one of them. Buy a new PC with genuine Windows Vista Business or Windows Vista Ultimate and receive free coaching and support from Microsoft to help you get the most out of Windows.”
As part of the program, Microsoft is providing free phone support; tips and tricks via a new Vista Small Business Assurance Web site; and access to existing online tools and guidance.
Brooks closed by saying “Windows Vista is a good product.”
“The quiet majority of million and millions of Windows Vista users out there are going to have a great experience,” Brooks said. “The message is ‘Move to Vista. The time of worry is over.’”
I, for one, can’t believe it has taken Microsoft so long to get more proactive about trying to polish Vista’s tarnished image. What do you think Microsoft needs to do to regain control of the Vista conversation? Are these kinds of programs, portals and ad campaigns enough?
