Talking About Windows 7
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News Analysis. Microsoft is smartly using April 30's Windows 7 Release Candidate release to MSDN and TechNet to prelaunch the new operating system. |
There is just so much about Windows 7 marketing that reminds me of Windows 95. Perhaps most important is product evangelism, which if done right should be easier now than 14 years ago. Way back, enthusiasts gathered on AOL, bulletin boards, CompuServe, IRC (Internet Relay Chat) and Internet newsgroups. Today's communities are bigger and more consolidated than in the mid-1990s.
Not since Windows 95 have I seen Microsoft push marketing, end-user and partner outreach so aggressively so soon in the development process. Clearly, Microsoft is committed to making Windows 7 a success in all the ways Windows Vista couldn't be. For their marketing and partner value, some resources stand out, such as Web resources "Talking About Windows" and "Ready. Set. 7."
"Talking About Windows" is a new Website that offers a behind-the-scenes look at the making of Windows 7 from the Microsoft engineers who helped build the product as well as showcasing real IT professionals talking candidly about their implementations and experiences in considering a more modern OS. This is done through a series of videos hosted on the Talking About Windows Website. "Ready. Set. 7." showcases Microsoft partner solutions, through videos, for Windows 7.
These and other larger marketing efforts are the air cover. Microsoft's more effective marketing will come from blogs, Twitter and social networking services. But that's a topic I don't have time for in this post. For now: Enthusiasts are the best marketers. Microsoft is right to go for them.
For Apple, the days of reckoning will be many, and they start today. Macs had a good market-share run in 2007 and 2008. Apple's "Get a Mac" ads effectively marketed its computers during a time when Microsoft didn't advertise Windows and there was so much grassroots countermarketing against Vista. Today, Microsoft has got effective marketing, the sizzling hot (my fingers are burning on the keyboard) Windows 7 and a community of grassroots supporters. I predict that Microsoft will own holiday 2009. Sorry, Apple.
But evangelism doesn't just happen. Nurturing is needed, and that's what Microsoft so effectively has done since Windows 7 Beta 1 was released on Jan. 9, almost five months ago. But the coordinated effort going on now is simply breathtaking for its scope—and, I predict, its effectiveness.
Apple will lose the PC market-share war, as the marching Windows 7 horde overruns the Mac camp. The question: Will Windows 7 be Microsoft's last campaign? Windows 7 represents the PC, which is computing's past. The mobile phone, where Apple has the increasingly popular App Store, is the future. But that's another topic I don't have time for today.
Running Windows 7 Release Candidate
None of this evangelism could be effective without a good product, and Windows 7 is just that. There has never been a better Windows operating system, and Windows 7 is sure to give Mac OS X a deserved kick in the butt. I ran Beta 1 since early January until Tuesday, April 28, when I moved to the release candidate. On April 6, I blogged about how, in part because of Windows 7, I switched to a Sony Vaio from a MacBook.
Here, I want to give some first impressions of the release candidate. I would write more, but I'm unusually rushed today. I'll explain why in the post that follows this one.
My initial reaction to the release candidate isn't as good as to the beta, although I'm more satisfied today than on Tuesday. My upgrade took about 4.5 hours. I wanted to upgrade from Windows Vista Business, which meant backing up my data, restoring the laptop to factory settings and upgrading to Windows 7 Ultimate. A clean install would likely have taken about 30 minutes.
I installed Seven on a Sony Vaio VGN-Z590, with 2.4GHz Intel Core 2 Duo processor, 13.1-inch LED backlit display with 1600-by-900 resolution, 256MB Nvidia GeForce 9300M GS graphics, 3GB of DDR3 (double data rate 3) memory, 320GB hard drive, DVD burner, fingerprint reader, Wi-Fi and Sprint 3G modem. The computer had a Windows Experience Index of 4.4 before and after the upgrade, but some component ratings changed, possibly because of hardware drivers. The 2.4GHz processor rating went up to 5.8 from 5.3, while memory dropped from 5.9 to 5.5.
The upgrade portion took about 2.5 hours, which is much longer than I expected. Suspected reason: updates. Early on in the process, the upgrade moved back to Windows Business Service Pack 1 to download and apply 45 updates. This surprised me. I suspect that a fully updated Vista installation would upgrade much faster.
I got some unexpected surprises when Windows 7 booted up for the first time. The system performance wasn't nearly as snappy as it had been running Beta 1. Maybe there was search indexing or other optimization features running. I will say that System Idle Process is much more active now than with the beta. What's going on with the kernel? Disk activity is increased, and the laptop's fan runs more frequently. I haven't looked at logs or done any real tests to see what's going on in the background. Perhaps some drivers need updating.
Performance is much better today than two days ago, but there are hesitations in the user interface that are Vista ghosts in the machine. The Beta 1 UI was snappy and applications switched smoothly. There are little annoyances that are just that, and they're decreasing. I would still recommend Windows 7 over Vista or even Mac OS X Leopard.
Windows 7 features some surprising desktop backgrounds that can only be described as charming, comic or colorful. The provided Aero Themes, desktop backgrounds and user control over translucency don't just allow for personalization. Other Windows versions have had garish personalization. Windows 7 creates a pleasant working environment, and the UI looks better the higher the screen resolution. The 13 new audio themes sound delightful. Microsoft made personalization one of the design priorities for the UI, but done tastefully for the first time in any Windows version.
Overall, my initial reaction to the RC is quite good. It's in some ways unfair to compare the release candidate with the beta. I'm as committed as ever to running Windows 7 as my primary operating system. Later today, my daughter will switch from a MacBook to Sony Vaio VGN-CR290. That laptop requires 64-bit Windows 7, which I don't yet have.
Windows XP Mode Security
This morning, eWEEK published my news analysis about Windows 7 RC availability. Yesterday, April 29, another story highlighted 10 things to expect from Windows 7.
The first story includes some detail about Windows XP Mode, which deserves further consideration. Yesterday I spoke with Jeff Price, senior director for the Windows ecosystem team, about the new feature, which for compatibility purposes provides a virtualized Windows XP environment for running older applications.
XPM comprises "both the underlying virtualization layer that has been updated for Windows 7 as well as a pre-built [version] of Windows XP SP3," Jeff said. He asserted that XPM "sets us up for a smoother migration experience for customers, because it allows them to carry forward compatibility with some older XP apps that provides a good transition experience as they're moving to Windows 7."
Microsoft is releasing Windows XP Mode concurrently alongside the release candidate but not as part of Windows 7. XPM will come as a beta, for now. In concept, once installed, XPM looks to the end user like any other application. "We will populate that to the Windows 7 Start Menu," Jeff said. "You as an end user might not know anything about virtualization or how this was set up for you by your IT pro. You'll just start Quicken 2004 from your Start Menu, and in the background we will start up the XP virtual machine and surface that application into a window."
I was really curious about security. Earlier in the week, eWEEK colleague Larry Seltzer raised legitimate questions about XPM and security protection. So I asked Jeff and got the answer I dreaded.
"We recommend that you secure it just as if you were running it on a physical PC -- meaning you should use anti-virus software and all the security practices that you would within the VM as you would on a Windows XP PC," Jeff responded. I asked if this would mean running two security software products, He replied: "Yes. Yes. Suspenders and a belt." Cute.
In concept, I think XPM is a great idea. Microsoft should have done something like this years ago. But I wonder how enterprises will deal with the licensing and management logistics.
Anyway, to close, this is a big day for Microsoft. From a marketing perspective, it's perhaps more important than Windows 7's launch.
[Please send your tips or rumors to watchtips at gmail.com.]
Comments (20)
Your enthusiasm is understandable. Without Microsoft where is Microsoft Watch?
The one thing MS can't change with 7 is the expense to the user. Nothing in Windows 7 justifies the cost to the business of upgrading. At this point in time why would any business do a rip-and-replace upgrade.
The day's of paying a Microsoft tax are drawing to a close. Balmer will be out by Christmas. They'll be in DEC mode by then.
Posted by Phil | April 30, 2009 2:10 PM
Yes, MSFT will "win", and 95% of PCs will be running W7. Too bad the PC is obsolete. Take a look at how college kids use computers, mobile phones, and netbooks and you will see what I mean.
XPM is a fig leaf to mollify corporate skeptics. Those who have looked at the underlying technology say it is crippled by a decade-old architecture and it was obviously cobbled in at the last minute.
W7 lacks all of the gee-wiz features that MSFT promised in Longhorn/Vista seven years ago. I'm sure it will be more successful than Vista, but it's not going to change the world.
Posted by Trent | April 30, 2009 2:21 PM
So basically the RC isn't as good as the beta. Are things going in the wrong direction? Will the release be worse than the RC? Not a good sign.
Posted by smist08 | April 30, 2009 2:26 PM
Windows 7even just like Vi$ta which it is, will follow the exact same route for users that Vi$ta did. That being that well over 90% of the home users that get 7even will do so by buying a new computer that comes with 7even already on it.
For the simple reason that Phil and many others have suggested, that there is no real value in 7even over previous Windows. Even less value in Vi$ta and Vi$ta/SP2b (7even) than what was in XP.
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Joe says: "In concept, I think XPM is a great idea."
We expect you to say that now, Joe. So predictable you are. But think about this: "We recommend that you secure it just as if you were running it on a physical PC - meaning you should use antivirus software and all the security practices that you would within the VM as you would on a Windows XP PC," Jeff responded."
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So you will need to run XP in XPM (Virtual Machine software) and still do additional work to secure XP from all the malware. If you are going do all this, why wouldn't it be better to just run Linux, and then run XP in virtualbox (free) or VMWare? The Host OS Linux is free, and almost or completely malware resistant, and you can still run many programs with wine/crossover/cedega or in a Virtual Machine like Virtualbox, VMWare, Qemu. That way one can have the best of both worlds, so to speak. But then again, this option does not put any advertising bucks in the eweek coffers, does it?
Posted by Chips B Malroy | April 30, 2009 2:38 PM
I am looking forward to 7 and putting the Vista days behind us.
.
7 was also built without the need for US government intervention. Thankfully, there is no union counterpart of the UAW in the IT field.
Posted by JM | April 30, 2009 3:21 PM
"I will say that System Idle Process is much more active now than with the beta."
LOL... You should try killing it if it is taking too much CPU.
"The system performance wasn't nearly as snappy as it had been running Beta 1. Maybe there was search indexing or other optimization features running."
So optimization features actually cause things to run slower? Sounds like ReadyBoost, well done Microsoft.
Joe, When you write off Apple you totally ignore the new iPhone, Snow Leopard and the unknown new device that they will release in June. Let's wait and see what happens then before making rash decisions shall we?
Just because Apple is not handing out OSX like AOL CDs does not mean it is not going to be good.
Rumours on MiniMicrosoft say that May 5th is also scheduled for major layoffs. That should dampen any publicity for launch of the RC if it happens.
Posted by billybob | April 30, 2009 3:28 PM
I'm looking forward to Windows 7, after the slow beast that is Vista, and even Slower beast that is OSX Leopard,I'm happy that Microsoft has refined Windows to a new level.
Hopefully snow leopard won't disappoint me they way Leopard has.
Posted by Joe | April 30, 2009 10:18 PM
Oh Joe, how much did MSFT pay you to write this?
You hang on to your delusions of grandeur, meanwhile Apple will keep powering ahead with the sort of innovation only Apple can do.
I note that the translucency and Task Bar "Jump Menus" as well as Task Bar's new appearance, index searching, contextual (Smart) folders and even the XP Compatibility mode are all features and concepts 'borrowed' from OSX!
W7. Looks like Vista, is Vista! But you enjoy the same old, same old, bloatware, malware and anti-virus, firewall, painfully slow operating system. You try running 10-12 apps on Windows (painful) and then same amount on a Mac (seamless).
For the record, OSX is snappier; I've used my Mac and I've used my Aunty's 2008 model Toshiba--it took me half an hour to send an e-mail on Windows because of how long I had to wait to Windows, then IE to load and finally start responding. And this is a computer not bogged down by numerous gadgets and utilities and other bloatware in general. Took me 5 mins to send the same e-mail on my Mac!
Posted by Paul Romas | May 1, 2009 1:16 PM
The virtualized XP thing is HUGE. I mean obviously that's always been there as an option, but now they're making it a part of the OS. fronting it as a feature. That is going to lure in many reluctant users who refuse to upgrade because "Super Game Pack Deluxe 2000" doesn't work. Also for the businesses running software taht only works on XP.
Posted by ChimeHost | May 2, 2009 5:03 AM
It's not going to lure anyone who wants a game to work because it doesn't support DirectX. It will not be available to most home users either so it is definitely designed for business.
I don't think it really has a future there either because of the extra hardware and maintenance/security requirements. Businesses will be better off waiting until 2012 and making their decision then. I bet that by then Linux will be a candidate for upgrade alongside Windows 8.
Even if they upgrade I assume XP will still be unsupported so they are just delaying the problem. Wine on Linux might be a much better alternative since it will be supported after 2014 and DirectX will work if they want games. For less than the cost of Windows 7 they can pay for a copy of Crossover Office and get their favourite game/app supported.
Joe, that is a very interesting attitude. From what I understand the differences between Snow Leopard and Leopard are greater than the differences between Vista and 7. The difference is that Apple does it's testing internally.
Maybe you should wait until both are released before casting your vote. Personally I think that Apple are slowly taking share away from the desktop and onto their mobile devices so Microsoft should be very concerned. The future is not on the desktop for most people and that is the only place where Microsoft is strong.
Posted by billybob | May 2, 2009 9:25 AM
billybob, your entire comment is just crap. Where did you read that a VM of XP doesn't support DirectX? All Wine is is a VM of XP. Businesses will not be upgrading to Linux, Linux is balls. Microsoft do internal testing too, what an absurd claim. Apple had a 35% drop in desktop sales last quarter, they aren't eating Microsoft's market share, considering MS have over 90%. Apple aren't even eating the mobile platform, they have ONE device, doing well I should add, but one device versus hundreds of others means that it doesn't control a majority in the slightest.
None of your claims are backed by anything, you are just a fanboy.
Posted by fragge | May 8, 2009 12:34 AM
Everyone is looking forward to Windows 7. The feature-rich content of Windows Vista, mixed with the simplicity and light footprint of Windows XP. It is an exciting time in PC history. Kudos to Microsoft for this one. And noone can realistically deny this one.
Posted by Andre | May 12, 2009 1:17 PM
@fragge
Thank you. You certainly are setting the record straight. These fanboys' info is so full of holes, it is absurd.
Posted by Evan | May 12, 2009 4:28 PM
I'm so sick of this bullshit that these appleboys are spreading. Apple is a cult, they force themselves into the media sector by tricky marketing, and then claim ground. I'm not a big fan of Microsoft either, but when you all look at it, Windows is still the winner here. Is now, and always will be. 1st of all because their ideas of business management are far superior to the tree-hugging methods of apple, where you cannot really manage anything. Second of all because they already dominate almost the entire corporate world, thus supporting almost everything you can imagine. People should stop comparing OS X to Windows, i've tried both, and are very different, non-comparable. For the people also working in the media sector: OSX is like the My First Sony subbrand. They try, trick kids into buying it, let them think they have it all, but when trying to do something complex, the shit will hit the fan. Leave them out of the corporates... they are unmanagable. ...Oh yeah, before I drift too far from the subject, We will see what 7 will bring for us. I know for a fact that I will only migrate to 7 when the XP sales stop and we are forced.
Posted by peter | May 13, 2009 1:14 PM
peter;
So true. It's so bad, it appears Andre is closer to reality.
Ciao
Posted by TonyT | May 13, 2009 9:03 PM
I am so glad Apple and Linux exist - their fanbois are so funny.
Posted by AlexF | May 16, 2009 12:39 AM
Funny. Yes, very funny. That is what a joke is. And that is especially what Linux is.
Posted by Joke | May 21, 2009 9:47 AM
I uses several Apple Mac mini computers and several PC running XP and Vista on the regular basis. I help maintaine a network of Mac and PC computers. Most are bought around the same time, 2 years ago. Apple OS and MS Windows all have their pluses and minuses.
Mac OS has frozen more times than Windows Vista. but they are both very stable OS. There's definately more business softwares for MS Windows, so our PCs tends to do more varieties tasks with several different types of softwares installed.
I must said, my next computer will be MS Windows based. but I'm more a technical person and don't mind the complixity of Vista. It's all a personal preference.
Going back to the Topic, if there's nothing in Windows 7 what will allow my pc/laptop to boot faster, run application faster, there's little point in upgrade.
Posted by Pin | June 1, 2009 11:06 PM
I'm not planning on spending my money on Vista 2.0, because that's really all 7 is. Lipstick on a pig, as it were, seeing that Microsoft has really changed nothing other than a slightly faster boot time, a few bug fixes, and a new interface that tries hard to mimic KDE 4 (For those of you who didn't know, us Linux folks have been able to run better looking stuff than Windows 7 for years).
OS X is really a different story. Despite the fact that OS X is really just a pretty looking layer on top of a BSD kernel, it has failed to really capture the success that BSD has had in terms of rock-solid stability and a secure environment. By the way, BSD has it's roots in UNIX, the same software Linux has it's roots in. It's fairly interesting and some of you ought to read up on it.
Why am I a Linux fanboy? Because it does everything I need it to do, and better than Windows.
Posted by Ty | June 17, 2009 11:05 PM
I run Vista and am perfectly happy with it. Vista is much more secure than XP and just as stable.
Win7 will have the same or better security than Vista while being leaner than Vista.
The justification to upgrade from Vista to Win7 is weak. The justification to upgrade from XP to Win7 is strong; improved security while being leaner. Upgrading to Win7 means older XP computers can now run a more secure Windows OS. It seems as though Microsoft has done their homework.
Lastly, it sure would be nice to read simple OS article without the OS-nutcases crawling out of the woodwork. Relax guys. Save your ire for something important.
Posted by Argus | July 22, 2009 4:04 PM