Microsoft is doing it the customer´s way

I have found an interesting article at betanews.com (the whole article read HERE).

Why is it brilliant? Because it describes the contrast of Marketing and Apple´s strategy today.

Where is the contrast? The strategy of Apple is much less about choice than customers being chosen for. They offer examples:

• Apple product development is secretive, rather than encouraging customer feedback and participation.
• Product choice is limited to the few computers that Apple releases, such as the same aluminum construction and design for iMac or MacBook Pro.
• Mac OS X is deliberately designed to discourage customization. There is one look for all Mac desktops.
• Apple sells only one computer -- the entry-level Mac mini -- for less than $999. Buyers must choose to spend $999 or more.

Apple's product and marketing approach is very much "Have it Our Way." Microsoft wants you to "Have it Your Way":

• You help Microsoft improve Windows to meet your needs.
• You choose the PC that looks and functions your way.
• You customize the desktop any old way you want it.
• You choose how much you want to spend on a computer.

Microsoft long has advocated this kind of choice and participation. The difference now: Microsoft is using these attributes to really sell Windows, in ways the company hasn't done for years and in other ways like it never has. Perhaps it's no coincidence that Burger King and Microsoft share the same advertising agency: Crispin, Porter + Bogusky. Some examples of Microsoft's Windows 7 participation marketing:

• The aforementioned TV commercials asserting that "Windows 7 was my idea."
• Windows 7 House Party, where real people celebrate the launch and share pics and videos online.
• Social Website that collects "What people are really saying about Windows 7" from blogs, feeds and social networks, such a Facebook, Flickr, Twitter and YouTube.
• Microsoft home page, which today rotates Windows 7 reviews and comments from real people -- mostly via Twitter -- rather than from bloggers or journalists.

How have we reflected this strategy here in Slovakia?

• Slovak beta testers significant contribution during product development
  
• Consumer campaign asserting that "Windows 7 was people´s idea."
• Social Website that collects "What people are really saying about Windows 7" from blogs, feeds and social networks, such a Facebook, Flickr, Twitter and YouTube.

The environment is changing and so is Microsoft. We have very good feedback from customers and from press so far. Our mission is now to let people try the product and with that the idea of "your PC, simplified".

BTW my MSI Eee PC with Intel Celeron processor took 14sec to start from hibernation this morning. This is what I wanted!

Peter

New Microsoft viral

Have you seen it?

It is aimed against Apple as continuation of the "I am a PC" campaign. It´s goal is to convince people that PC platform is cheaper and offers much wider range of products where everyone can easily choose according to his/her preferences.

Microsoft asked 2 people Lauren and Gianpaolo called as "laptop hunters" to get laptop as they want between 700 and 2000 USD. They were allowed to keep the laptops they selected plus the difference in money from what they had originally planned to spend and what they actually spent.

See Gianpaolo video


See Lauren video

There are more than 340 000 of Lauren and 500 000 views of Gianpaolo virals on YouTube today.

Campaign was again created by Crispin Porter & Bogusky. Reported The inspiration room.

Best global brands 2008

Interbrands published the 2008 Best Global Brands annual report.

From my employee perspective it is good to know that my employer finished at rank #3, valued $59 007 million with quite positive comment: "Despite maintaining its position as one of the world’s biggest brands, Microsoft has had a slightly rocky year. The new operating system, Vista, was poorly received, not least of all by Intel, which refused to install it on its machines due to compatibility issues. The failed takeover of Yahoo! and Bill Gates’ decreasing role piled
further pressure on a brand already struggling to articulate how its offering fits together.
Looking ahead, the company is hoping a diversification from software into the broader
online and entertainment arenas, coupled with a US$300 million advertising campaign
starring Jerry Seinfeld, will breathe new life into the brand and pave the way for a brighter future."

For more brands report comments and news check out the report above.

Microsoft influencing presidential elections!

As Slovak presidential elections are in Slovakia in less than 5 weeks we wanted to use this opportunity for something extraordinary. We had a brainstorming and which resulted into joint online project with with largest printed media publishing house Ringier (best selling tabloid). We agreed to build an online entry page for all, who want to be informed about everything about presidential candidates in a modern way. After this I think better headline would be "Microsoft contributing to better information about presidential candidates" :)

Result?

Starting this week Slovak internet users have the chance to visit new internet site with presidential candidates – http://www.prezident2009.sk/. Ringier provides all important information to Slovakian voters such as:

• actual preferences today and how they evolved,
• hot news,
• comparison of opinions on 6 selected topics,
• Facebook fan site plus multimedia content like video, pictures,
• and all necessary infos about candidates like CVs, up-to-date career, etc.

So where is the difference?

The most important thing from my company is that the whole site is build on Silverlight 2.0 technology and candidates photogallery in DeepZoom. These technologies allows to visitor out of the box work with content showed on website, for instance continuous fluent zooming of pictures or dynamic work with charts and much more.

Since Ringier is very popular on Slovak market we believe that this cooperation will help us with Silverlight (plugin) penetration among internet users and change perception of Microsoft as provider of innovative though easy to use technologies. On the other side Ringier is connected works with state-of-the art technology which offers them advantage compared with competitors.

Check out the site at http://www.prezident2009.sk/

Product launch by buzz

A year ago when new product of new Customer Relationship Management 4.0 software was announced for Slovak market, we started to think how to introduce it in an unusual way.

We wen´t down to the core of the product which is to create and maintain relationship for business purpose. Of course, our CRM is not the only one on the market and that is why out of the box thinking was required.

It happened like this:

• What are most of people interested in? Gossip.
• Which is the most successful gossip media? Novy cas, part of Ringier publishing house.
• How could we connect our product with public attention supported by attractive content? By creating a network of well know local celebrities and map their past and current relations.

That is how Kto s kym (who with who) was created and made a huge halo on the market. It is today considered for another clear example of good cooperation of two brands with low cost and high impact activity.
Next step? In couple of day the site will be transformed in Silverlight technology which allows us even more funcionalities and better design. Besides this project has been taken completely over by Ringier publishing house and would like to start in all countries they are present.

Triple "A" for my employer

I am forwarding the list of *remaining* "AAA" corporate names based on ratings according to Reuters news:

S&P

• ADP
• Exxon Mobil
• GE (Outlook Negative)
• Johnson & Johnson
• Pfizer (Credit Watch Negative)
• Microsoft

Moody's:

• ADP
• Exxon Mobil
• GE
• Johnson and Johnson
• Microsoft
• Toyota Motor (on review)

What to add? Just to hope that my employer will still remain among them.