Microsoft's 'Live': Another .Net Disaster in the Making?
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The warning signs are mounting fast and furiously. Microsoft's "Live" branding campaign is in danger of succumbing to the same fate as its .Net one. When Microsoft first coined .Net, the term referred to something quite specific: The .Net Framework, a set of classes and libraries for building Windows applications.
But within a matter of months, Microsoft marketers began attaching the .Net moniker to all kinds of products, from Windows .Net Servers, to MapPoint.Net. .Net became a meaningless term that even Redmond's own couldn't explain concisely. In 2003, the .Net naming police did a clean sweep and purged the .Net name from all but a handful of products. But the damage was done. .Net had become a shell of its former self, and one that few Microsoft constituents, to this day, can define with any certainty. Now, history is threatening to repeat itself with Microsoft "Live." A couple of years ago, Microsoft used the "Live" name solely when referring to its gaming service, Xbox Live. But soon there was a family of collaboration products sharing the Live name, such as Office Live Communications Server and Office Live Meeting.
Last summer, the Redmondians began using Live to describe its growing collection of rebranded MSN properties, such as Windows Live Mail (Hotmail), Windows Live Search (MSN Search), Windows Live Messenger (MSN Messenger) and Windows Live.com (Start.com). Microsoft suddenly started throwing "Live" into all kinds of things. Windows OneCare, its security subscription service due this June, was rechristened Windows OneCare Live. Its new services-oriented research lab: Windows Live Labs. Office Live, a set of service add-ons to Microsoft Office, is due to go to beta any day now. Company officials have mentioned "Visual Studio Live" (a k a "Tuscany") and CRM Live. Last week, company officials indirectly acknowledged not every MSN property will get the Live treatment. Microsoft's blogging platform, MSN Spaces, at least for now, is still using "MSN" in its name. Ditto with MSN.com and the evolving set of Microsoft-developed Web content (which may or may not be known as MSN Media Network, depending on who is talking) that is designed to take the place of at least some of the MSNBC Web/TV/video deliverables. Confused? It seems everyone, from Microsoft's own employees, to its cadre of Live beta testers are, too. Partners especially those who remember the headaches caused by Microsoft's .Net branding faux pas are no doubt wondering if they should take a chance and brand around Live or hang on for a while to the MSN names, just in case. And we are sure users are going to be equally confounded if and when the Live branding gets pushed out into the retail marketplace. It seems like Microsoft, its partners and its customers could benefit from some kind of clearly articulated policy as to what will and won't be considered a Live property. How about starting with a definition of Live consisting of ten words or less? We recently asked Blake Irving, corporate vice president of MSN Communications Services and Membership Platforms Group (whose title alone is 11 words, we can't help but note) for further clarification. "When I explain Windows Live, I describe a service that seamlessly brings Web experiences together with Windows software and provides greater relevance in people's lives," Irving said. "Saying that Windows Live is simply extensions to Windows is too Windows-centric, and saying that it is MSN services rebranded also sells Windows Live short .This isn't about rebranding MSN, it is about building holistic and unified experiences." That sealed the deal for us. Live is .Net in sheep's clothing. Or maybe it would be more appropriate to say the Live emperors have no clothes? Do you grok Microsoft's Live strategy? Is there any there there? What would you do to more simply and succinctly explain Live? Or would you do a Live naming purge now, before the brand becomes even further convoluted? Talk back below or write me at mswatch@ziffdavis.com and |

Comments (5)
The moniker profusion confusion re Windows "Live" and Windows ".Net" before it stems from the fact that the concepts are mind-bending oxymorons from the get-go when their Windows OS tie-in is factored in.What the heck is the point in running lightweight, lithe, always on, always-updated apps that are tied completely to a desktop-anchored operating system that isn't lightweight, isn't lithe, isn't always on, and isn't always updated?The only thing "clear" about .Net and Live is that they embody an "oh darn we'll do web-based apps but only as long as these all are built to require our cash cow Windows OS to run at all" philosophy.In other words, .Net and .Live are the latest mechanisms aimed at preserving what someone once called "the applications barrier to entry." They moreover sit bully-like in the space that third-party web-centric apps might otherwise emerge to occupy. They need not be a success; they only need occupy the seat so no one else takes it.Small wonder by the way that VB6 developers have been loathe to leap to VB ".Net" (which has lately dropped the .Net moniker), because one might well be leaping into a sandbox that has no future other than to stave off web-centric Windows application competition that might otherwise leap the applications barrier to entry.Right now that barrier is pretty high indeed, as one CAN build web-centric apps, but there is little point as to be truly Windows conforming, they also must bring much of the heavy Windows baggage along with them in requiring Windows first in user terms (for most practical purposes). This is a little like having the right to go by kayak while being required to take the Queen Mary II in tow if doing so. Now tell me, who wants to do that?
Posted by Keith Risler | February 13, 2006 9:37 AM
They just have the name wrong.
Posted by bozeic | February 14, 2006 12:12 PM
I didn't get the "Live" name in the beginning, but I suppose it has some meaning. I think the intent behind it was to connote "dynamic", since Windows Live and Office Live are meant to be always up to date with information and applications ("gadgets" I guess they're called?). Microsoft should be careful not to extend the metaphore too far. You are right that Microsoft did this with .Net, but they also did it with "Active" and "X". They wanted to rename COM and OLE to "ActiveX" back in the '90s, which didn't entirely succeed. They named their hardware acceleration software technology "DirectX" (I don't know if this naming trend had anything to do with the name "XBox"). They named their directory server "Active Directory". Though it did seem they really went berzerk over ".Net".
Posted by mmille10 | February 18, 2006 12:48 AM
I'd like to address some of PolarUpgrade's points, because they're inaccurate. First of all, Microsoft announced from the get-go that the Live services will be accessible from any browser. Secondly, while .Net only runs on Windows servers and desktops, if you create web apps. in ASP.Net, they are accessible from, again, any browser. One of the innovative features of ASP.Net, which has been there from the beginning, is it automatically adjusts the markup that is sent to the browser, depending on which one the user is running. The same goes for mobile web development. If someone accesses a mobile-designed web app. from a web-enabled phone or mobile device, the .Net runtime will detect which device they are using and adjust the markup accordingly. This is a vast improvement over what used to exist, where web designers literally had to write code to detect what browser the end user was running, write different versions of web markup, and write code to send the appropriate version to the client when it was requested. The same went for mobile web apps., which was much worse in this regard. Before you cast aspersions at what Microsoft has done of late, I'd suggest you check your facts.
Posted by mmille10 | February 18, 2006 1:01 AM
Well, you merely restated the problem, mmille10, in conceding that "...while .Net only runs on Windows servers and desktops, if you create web apps. in ASP.Net, they are accessible from...any browser."The problem is that what grows out of Windows tends to focus on what Windows offers, and it's highly unlikely that most common users would care that the Windows-tied-Internet of .Net/Live can be reached from "any browser"--because the gotcha is that it is only gonna work best if the "any browser" is running on top of Windows, in terms of most end users. That is because most end users are Windows-only users. Linux end users won't see ASP.Net apps catering much to their Linux databases and their other Linux desktop apps in terms of connected functionality, and so won't generally be connecting much to webware via this "other browser" rubric.It's a bit of a red herring to say that .Net/Live are okay because they are "any browser" accessible, when the function of .Net/Live in part is to shift the ground away from the browser as a threat to the applications barrier to entry. Now the batteground is webware and not the browser.The real issue is that as with the Explorer/Netscape dynamic--Windows is bound tightly to webware via .Net/Live, just as Windows was tightly bound to web browsing via Internet Explorer.The effective tie thus remains to Windows, because it is most unlikely that we shall see ASP.Net being used to front Linux-based applications as webware. The fact that .Net/Live lives in Windows means it will tend to produce applications that tie into Windows in some way.
Posted by Keith Risler | February 21, 2006 10:12 PM