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December 30, 2007 12:50 PM

Real Vista Marketing Finally Begins



Microsoft sure took it's time about it, but nine YouTube videos lay out Vista—and Windows Live—benefits. Oh, yeah, there's a better together message with other Microsoft products, too.

The videos, which were posted days before Christmas, are simply some of the best technology promotionals, ever. Microsoft won't win any awards for these ads, nor will anyone remember them five years—even one year—from now; these aren't Apple "1984" commercials. The videos are not overly clever or memorable, but they clearly articulate real Vista benefits using quick sound bites and images. More importantly, the videos show multiple Microsoft products used together.

This latter point is hugely important. Microsoft's biggest product problem is bulk. Individual products do too much, so their benefits are often easily explained. Many Microsoft products also are designed to work together, which further makes real benefits tough to explain. But these videos, which all exceed typical broadcast lengths of 60 seconds, get to Vista benefits and additional benefits in conjunction with other products.

The Vista promotional videos place much emphasis on Windows Live, which should be expected. What is surprising: There is a seeming blurriness between Vista and Windows Live, that one is part of the other. Microsoft doesn't make much distinction between Live services and the operating system.

The key to effective technology marketing is simple: Articulate real end user benefits. The Vista videos take a very task-oriented approach: You can do this and you can do that. You can do this much more with these two products together.

There's presumption in marketing that good ads have to be highly creative and trendsetting. Apple "Get a Mac" and "Switcher" ad campaigns are showcase examples. But effective advertising doesn't have to be trendy or memorable to be good. All good advertising sells aspiration—the idea that your life will be better for using product x, y or z. The Vista and Windows Live videos are aspirational. I hope they're tip off of what Microsoft may yet do to market Vista and Live services.

[Via I Started Something]

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Comments (39)

Peter :

"The videos are not overly clever or memorable, but they clearly articulate real Vista benefits using quick sound bites and images."

Effective advertising? Sure, for IT types. It's easy to preach to the choir. Truly effective advertising has elements of drama and asks the audience to participate. The uber-geniuses in Redmond still haven't figured that one out.

"More importantly, the videos show multiple Microsoft products used together."

Elements of fantasy sometimes are appropriate in ads, but lying to customers is generally not a good strategy.

Ralph :

Talk about putting the proverbial lipstick on the pig...

PT :

get a mac...you'll be so much happier then...

Why settle for a very poor imitation of OSX (Vista) when you can get the real deal: OSX Leopard! Go on, you know you want to...

PT :

get a mac...you'll be so much happier then...

Why settle for a very poor imitation of OSX (Vista) when you can get the real deal: OSX Leopard! Go on, you know you want to...

mikey :

Microsoft MUST pay you well... sheesh! ;-)

oiaohm :

I don't know who is worse the author of this or a linux fanatic.

Nothing in Vista answers market needs. Low power usage Vista is ok but XP is better. Linux still lags there. Low hardware needs XP beats Linux and Linux Beats Vista.

Poor performance due to file system operations being slow on Vista is just closes its death nail. SP1 Vista does not address this issue so far. Integration does not make up for higher cost.

Really the big problem is that they crossed the Linux line. Linux with KDE or Gnome was before Vista the biggest memory using bloated pig you run. Taking the bloated pig title never good for any os. The very things windows guys accused linux of vista became.

chips :

Too much of that spiked Eggnog will do this to you Joe, if you really think some youtube video's are going change the public's perception of the TRAIN WRECK that is Vi$ta.

For that you would need massive TV adds, and perhaps more important than even that, a good product. And Micro$oft has neither. But Mac has some that compares Vi$ta with Mac. Mac as you said in the other article, now controls the public perception of the Vi$ta OS. Windows Live is another loser, enough said, nothing to see there, time to move on, which is what many search users have done.

So the big question is, will they be a SP2 for Vi$ta, that will actually fix anything, and does anyone care? Or will the Vi$ta SP2, just be called Windows Seven (Vienna)? Cause SP1 is not going fix the incompatabilities with software apps, the problems of DRM, and many other glaring problems in Vi$ta.

whatever :

Does that mean the MSN Soapbox / whatever-it's-post-Live2.0-name-may-be website is dead now? Why is it on YouTube?

chips :

why the youtube videos won't work;

Vista SP1 RC1 does not fix slow file transfer issues

http://vista.blorge.com/2007/12/28/vista-sp1-rc1-does-not-fix-slow-file-transfer-issues/

Quotes from the link;

"What has not been fixed in Vista is annoying to anyone who wants to transfer a large file(s) over a LAN connection from one computer to another it is exceedingly slow as in get up from your desk, go out to lunch, eat, take a nap and then maybe just maybe it will have finished.

If you thought it was bad in the vanilla version of Vista, Microsoft actually managed to make the issue worse in Vista SP1 RC1.

Gizmodo writes that transferring a 1.37GB folder containing about 2600 items took just over 3.5 minutes, Vista without the service pack took a almost leisurely 13 minutes to complete the transfer with Vista SP1 RC1 deciding that it didn’t like the 15,000RPM drive installed in the computer took even longer to complete the operation at 20 seconds shy of 16 minutes."
--------------------------------------------------
Vi$ta SP1 should be renamed to Vi$ta Marketing Pack 1.

chips :

New On YouTube: Microsoft tries to sell Vista & Live

http://tech.blorge.com/Structure:%20/2007/12/30/new-on-youtube-microsoft-tries-to-sell-vista-live/

Quotes: "Tech magazines and experts knew that most existing home computers were woefully ill-equipped to showcase Vista to its full advantage. Microsoft chose to airbrush over the simple fact that their new OS doubled XP’s minimum requirements and it wasn’t helped by their so-called hardware partners pushing out machines that struggled with Vista. Part of the blame rests on all the computer makers who didn’t do enough to provide consumers with optimised-for-Vista machines.

Is it too late to salvage Vista’s reputation? Unless they come up with a Service Pack 3 that erases most of the bloat, cuts startup time by half or make UAC less annoying, I’d suggest Microsoft work on a new, less antagonising OS. And bring it out on frickin’ time, will ya?"

Really got to give it to you for trying. Most other people would have stopped publicly humiliating themselves ages ago.

Good for you. Courage of your convictions.

Shame about the credibility, eh?

---* Bill

I-Man :

Since nobody can understand the impact of the VCSY 6826744 patent on Microsoft's situation, I thought I might provide some information for the average Microsoft shareholder to peruse.


http://messages.finance.yahoo.com/Stocks_%28A_to_Z%29/Stocks_M/threadview?m=tm&bn=12004&tid=1326468&mid=1326468&tof=4&frt=1

George :

I just finished "downgrading" my PC and my laptop from Vista to XP. This change clearly feels like an "upgrade" to me. My wife is asking me to do the same for her laptop too.

jargonize :

only a few days late a dollar short.

whatever :

Hi George,

not to say i don't believe you about your personal experience with Vista, but what exactly was it that was causing you problems with the OS?

n0neXn0ne :

whatever asked :
what exactly was it that was causing you problems with the OS?

@whatever :
Probable the installation wasn't correct.
@George :
Here is a nice Vista install how to:
Vista install in 2 minutes

George :

Hi Whatever:

PC problems were: excessively long shutdowns and restarts, choppy games (i.e., Rainbow Six Vegas). I really don't like the Vista interface and general sluggishness compared to my XP build which is zippier all the way around. Also, I don't intend to make any expensive hardware upgrades just to make Vista run properly when XP works just fine.

My Lap Top was sluggish as well until I installed XP. Now I'm very happy with its performance.

I-Man :

What Microsoft doesn't want you to see!

VCSY's Patent 6826744 infringed claims by MSFT:

7. Microsoft manufacturers, has made, uses, sells and/or offers for sale software such as the Microsoft.Net development platform that, when used, is covered by at least claims 1-5, 9, 11, 17-19, 21, 23, 25-29, 33, 39-41, 43, 45, 47, and 48 of the 744 (6826744) patent. Microsoft has also induced others to infringe and/or has contributorily infringed those claims of the 744 (6826744) patent.

From http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PALL&p=1&u=%2Fnetahtml%2FPTO%2Fsrchnum.htm&r=1&f=G&l=50&s1=6,826,744.PN.&OS=PN/6,826,744&RS=PN/6,826,744

1. A method for generating a computer application on a host system in an arbitrary object framework that separates a content of said computer application, a form of said computer application and a functionality of said computer application, said method comprising: creating arbitrary objects with corresponding arbitrary names of various object types for generating said content of said computer application, said form of said computer application, and said functionality of said computer application; managing said arbitrary objects in an object library; and deploying said arbitrary objects from said object library into a design framework to create said computer application.

2. The method of claim 1, wherein said computer application is a web site.

3. The method of claim 1, wherein said various object types comprise text file pointers.

4. The method of claim 1, wherein said various object types comprise binary file pointers.

5. The method of claim 1, wherein said various object types comprise compiled executables.

9. The method of claim 1, wherein said various object types comprise cached executables.

11. The method of claim 1, wherein said various object types comprise local variables.

17. The method of claim 1, further comprising deploying arbitrary objects locally.

18. The method of claim 1, wherein the step of managing said arbitrary objects further comprises using revision tracking.

19. The method of claim 1, wherein the step of managing said arbitrary objects further comprises using rollback.

21. The method of claim 1, wherein said arbitrary objects can be accessed and deployed into said design framework using said corresponding arbitrary names.

23. The method of claim 1, further comprising caching objects.

25. The method of claim 1, further comprising generating arbitrary objects in a programming language that is compatible or supported by said host system.

26. A method for generating a web site on a host system in an arbitrary object framework that separates a content of said web site, a form of said web site, and a functionality of said web site, said method comprising: creating arbitrary objects with corresponding arbitrary names of various object types for generating said content of said web site, said form of said web site, and said functionality of said web site; managing said arbitrary objects in an object library; and deploying said arbitrary objects from said object library to a container page to create said web site.

27. The method of claim 26, wherein said various object types comprise text file pointers.

28. The method of claim 26, wherein said various object types comprise binary file pointers.

29. The method of claim 26, wherein said various object types comprise compiled executables.

33. The method of claim 26, wherein said various object types comprise local variables.

39. The method of claim 26, further comprising deploying arbitrary objects locally.

40. The method of claim 26, wherein the step of managing said arbitrary objects further comprises using revision tracking.

41. The method of claim 26, wherein the step of managing said arbitrary objects further comprises using rollback.

43. The method of claim 26, wherein said arbitrary objects can be accessed and deployed into said container page using said corresponding arbitrary names.

45. The method of claim 26, further comprising caching objects.

47. The method of claim 26, further comprising generating arbitrary objects in a programming language that is compatible or supported by said host system.

48. The method of claim 26, wherein said various object types comprise cached executable.


northerngeek :

I'm sorry but this is not ood advertising, I am a big MS fan (I use to run Linux exclusively and have a Mac but I am a Windows kinda guy) and I still don't like it. It's cheesy, I know it's informative but there are better ways- e.g. how the Zune "his is why I rock" ad worked.

There was the youtube skit not long ago of how MS would have packaged the ipod- this is the same thing, too much info and too many smiley people.

thalter :

Too bad almost everything they show in these videos you can do with XP as well.

JohnA :

That Vista ad really isn't convincing. I recently switched from XP to Ubuntu and things just work better now. Even after having XP for 5 years, it would still freeze up sometimes. I think that if there was a level platform for competition and when you went in to a store, you could buy either Linux, OS X, or Windows knowing any app. would work on all, no one would be buying Microsoft. When Microsoft is gone, the world will be a better place.

asdfg :

Joe,
I-Man is now really turning into a SPAM poster. He is even cross posting.
I-Man,
We get it we just don't care go somewhere else. As we been telling ya for months now. Why repost just put up a link and we go to the garbage you post no need to waste space and scrolling up and down to pass up your repeated postings.

asdfg :

Thanks PT I will do that go out and replace my Vista with Mac OS/x. What Mac OS/X only runs on a Mac. Well so much for switch to a new OS. I want to switch OSs not Computers.

chips :

I post this one before, but not this quotes from it;

New On YouTube: Microsoft tries to sell Vista & Live

http://tech.blorge.com/Structure:%20/2007/12/30/new-on-youtube-microsoft-tries-to-sell-vista-live/

Quotes: "One thing this proves to me is that Microsoft’s Soapbox isn’t getting enough attention. I mean, do you know anyone who uses Soapbox? Me neither. TechCrunch has the Microsoft video as well as an amusing screenshot of a few less-than-flattering video comments.

The problem with taking potshots with Microsoft is - it’s too easy. Perhaps we should applaud, instead, their decision to swallow some humble pie and use their rival(Google)’s video platform to try and get some positive visibility for their much maligned new OS."
----------------------------------------------------
One has to ask, is Vista as big a failure as Windows ME? Or more of a failure? Certainly both were and are money makers, but from the standpoint of adoption and custormer satisfaction, do not both MS Operating Systems fail?

M$ has seemingly given up on the WOW campaign, and is doing cheap now, as in free Google Youtube. Which in itself sugests failure of Vi$ta. Not only that, its sugests also failure of Windows Live Soapbox, since M$ had to use rival Google's Youtube.

Well, I've posted earlier on this topic before, and coming back, I can see that the shrills and fanboys left and there is some intellegant, ensightful, and heartfelt opinions being said. I've purchased a Mac Pro and gave up thus far on Microsoft. It's too premature for my official report from breaking away from MS, I'll mention how I am doing in the Mac World later.

However, I still work professionally on various PC machines and Windows operating systems. Today, I have three brand new machines from clients who purchased computers for Christmas presents and such. All three has come with Vista Home Premium and all three have brand new shrink wrapped boxes of XP Pro and Home editions waiting to be installed. This is resounding, they pay for a system with Vista included and purchased the $175.00 per unti for my work, and the addional $220.00 for each license of pro, now home is only $99.00 though -- But folks this says a few things too...

Regardless, people are paying me to wipe out, install and configure their new machines so they have the best experience and productivity possible. Lately, I've been spending more time erradicating Vista off of machines and putting XP on. Unfortunately, word of mouth in the reality of the real world, and my bank statements prove without a doubt that Vista is a dud, regardless of the hype (or lack thereof) from Redmond.

In basic, the damage and credibility in Vista is, around here in my neck of the woods, is critically damaged, as as a freind puts it in South Dakota, "the cows has already left the barn!"

Meaning, they ain't coming back...

I-Man :

it's the asdfg's of the world that don't want me to post because he is afraid the readers will start to understand.

A chorus of voices wanting the public to know...

How very interesting all the anti-MSFT voices on this and other boards are proclaiming with all their energy there will be no injunction in VCSY v MSFT.

One side says there will be no injunction because VCSY hasn't asked for it in a filing.

crispy_chicken_al says there will be no injunction because the judge hasn't unilaterally provided one yet since the case began in April.

hawcreek is absolutely convinced there will be no injunction because Microsoft is very big and VCSY is very small and the court always favors the large companies.

The underlying controversy here is that those people who are anti-VCSY and likewise anti-MSFT are very intent on putting out the idea that there will be no injunction.

LOL Sounds like damage control to me.

Looks like they are all protesting very loud. What is the question Microsoft officers are being asked? I would say they're getting the "Will there be an injunction?" question relentlessly.

Microsoft hasn't been very lucky with their history of infringement cases. BUT, the salient point in this particular history-in-the-making; If MSFT aren't lucky on this one, their web reputation is finished.

Maddog :

I guess we should expect Micro$oft to use every marketing trick in the book to sell Vista. Too bad they didn't just come up with a better product!

Classic Micro$oft: trying to salvage a lousy product through clever and often underhanded marketing.

Ralph :

Could it be that Microsoft actually came up with a brilliant scheme with Vista. I'm starting to see a pattern here. MS knew that they had to release a new OS soon, Vista wasn't (and still isn't ready IMO) for release...it is a stop gap until Windows 7 comes out. I think they intentionally made it buggy and bloated knowing full well that a fair portion of the public doesn't want it.

MS first announces that XP will be discontinued Jan 2008, then they extend that to June 2008, then they announce they are releasing XP SP3. Note that MS intentionally made XP 10% faster..which makes Vista look bad in performance.

Was it MS intention all along to market Vista and keep XP on the market until Windows 7 comes out? Seems that way. Also those who are installing XP over their new Vista computers....who is the winner in all of this?

Microsoft!

They sold a Vista OS on that new computer that Joe Consumer just bought and now they are going to sell a XP OS to Joe Consumer too. And if MS gets Windows 7 just right, chances are Joe Consumer will buy that too!

Freaking Brilliant!

n0neXn0ne :

"Will Windows Vista Succeed In 2008? Don't Count On It"
"Financial issues could also work against Vista adoption during 2008. The sub-prime mortgage meltdown may foreshadow a recession; at minimum, the financial services industry is certain to scale back its computing needs. Even companies that budgeted a Vista upgrade in 2008 may reconsider the decision if the economy turns sour." ..."

JohnA :

I think Ralph is on to something here. Coke did it when they brought in New Coke and everyone wanted the old Coke back. Deja vu.

I-Man :

What's the issue?(By Portuno-VCSY/Yahoo board)

The subject of injunction in VCSY v MSFT is an obvious hotspot as we approach the 60 day mark counting down to the end of the mediation period March 7, 2008 as imposed by the court appointed negotiator.

I'm posting to show MSFT shareholders they have friends like anti-MSFT original_al and hawcreek holding their hand. A friend like original_al that is anti-MSFT explaining to Microsoft shareholders how they have nothing to worry about.

Never mind MSFT hasn't been able to show what they've been working at for over a year. Never mind the rest of the software industry is making huge gains in the web-platform arena while Microsoft continues to lag behind in crucial web-platform capabiliites.

Never mind you can't explain to the MSFT shareholder just how the 744 patent is "too broad". Doesn't look too broad to me. Heck, I can explain just how it's not too broad, but nobody can answer what I say. They just fall back to "VCSY is broke". Yep. That's precisely the argument VCSY will offer the court as a reason for seeking an injunction against .Net.

Microsoft pressure and unfair competition through their infringements has lead to VCSY being broke.

Precisely the situation injunction is intended to remedy.

http://messages.finance.yahoo.com/Stocks_%28A_to_Z%29/Stocks_V/threadview?m=tm&bn=33693&tid=1349&mid=1349&tof=1&frt=1

whatever :

Re George & Vista

Hi George,

thanks for that - was just curious. I too have found Vista to be very slow but just wanted to see if there's anything else that you encountered.

g-man :

I-man, the problem is you're targeting the wrong audience. My guess is readers of MicrosoftWatch are tech geeks and not Microsoft investors. I am an AAPL investor and read this site for insight into MS's long-term competitive position, but MS as a stock is so lame, I can't imagine MS investors checking this site for timely info.

Daniel Dacey :

Well if you get past the extemely annoying and not very engaging women doing the voice over work, you are left with some pretty ordinary videos, showing some pretty ordinary features, in a very ordinary way.

Sorry but this isn't a change for the better from Microsoft. Its just pointing out why Vista isn't good enough. As a Windows Developer I sure hope Microsoft are listening and buy a Mac to see how to do user experience and make the many changes needed to create an engaging and worthwhile upgrade from XP.

Dan

n0neXn0ne :

"Dual-boot Windows and Linux, step 1: Get Ubuntu"

"This is the year I kiss Windows good-bye. Well, maybe not entirely, but the writing is on the wall for Microsoft's flagship operating system, and all other desktop bloatware: The future of PC software is open source. (I'll add that the future of PC applications is on the Web, which I'll cover once we've got Ubuntu in place.)"

Brian :

chips Says:
M$ had to use rival Google's Youtube
@chips:
Yes, the irony is delicious! The #1 on-line help facility for Windows is their rival Google. And now their new Vista marketing tool is also their rival Google.
Happy New Year!

puppet :

why am i the only one without serious comments?
am i the only 16 year old here?
can someone help me with my joomla! website?
add me on windows live messenger: puppet@live.com.au

chips :

$50 Mil.+ Microsoft Pitch: 2 Remain

http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003688178

Quote: "The Redmond, Wash.-based client will now test creative concepts from the remaining finalists before making its selection, sources said. The agencies either did not return calls or declined to comment and referred calls to Microsoft. The company, which previously acknowledged a search for new ideas, is "continuing the process," said a representative. "We hope to bring this to conclusion by mid-February." The rep declined to comment on the contenders.

The winning agency will develop a global campaign defining Microsoft to consumers in the context of its mobile, Vista and Live platforms, said sources. Spending on the effort is expected to exceed $50 million."
--------------------------------------------------
And there you have it folks, its a 50 million dollar blowout in advertising bucks for February? Which is probably after the release of Vi$ta SP1, is my guess.

Now 50 million may sound like a lot of bucks, but remember that M$ wasted 500 million on marketing Vista as soon as it was released. Actaully seems very half hearted attempt.

n0neXn0ne :

"Like the drunk looking for his keys... "

"A lot of these statistics remind me of the following joke:
A drunk is looking for his keys under a lamppost. When asked if he lost his keys near the lamppost, he replies "No, but that's where the light is!"
Linux usage doesn't fit the existing measurement paradigm. Consequently, the results are suspicious/meaningless."

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