Microsoft tries to move beyond the Personal computer — again
Posted by: in Marketing and AdvertisingFiled under: Products and services, Microsoft (MSFT), Marketing and advertising
With the Consumer Electronics Show (CES) in full swing this morning, yesterday’s cream of the crop kickoff event featured a keynote speech from CES long-time keynoter Bill Gates, the founder of Microsoft Corp. (NASDAQ: MSFT). In his final keynote speech at the CES show before he drops his full-time gig with the world’s largest software company, Gates introduced a prototype navigation device that stores pics, music and videos while also suggesting options for shopping and dining. Sounds pretty un-revolutionary for Gates’ swan song, eh?
Many of Microsoft’s CES introductions since 2000 have fallen flat in the real world, which is not surprising. By trying to keep customers entrenched in its proprietary Windows Computer operating system, Ol’ Softie puts millions of savvy consumers off its products. Now, there are many other companies guilty of this as well, but they’re way better marketers — Apple, Inc. (NASDAQ: AAPL) is the ideal example.
Microsoft, though, is realizing that Windows on the Computer, along with its Office software franchise, can’t sustain it forever. Gates told the audience that consumers want to “interact with digital devices in new ways, such as getting directions from their phones and talking to their vehicles.” This is true, and it’s a reason why Microsoft’s Sync has become a hit in some new Ford Motor Corp. (NYSE: F) cars. Now that Apple iPhone owners are interacting with data on their portable devices more than ever, Microsoft — of course — wants to ensure that functionality lends itself to devices that feature . . . wait for it . . . software from Microsoft as well. This really isn’t a new fight for the software giant. It’s hard, though, to tell what is different with this version of it.
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