Microsoft: 10 New Year’s Resolutions for Windows 8 & More

As Microsoft (NASDAQ: MSFT) ushers in 2013, there are multiple ways the software giant can get back on message with Windows 8, Microsoft Surface tablets, and the company’s broader mobile and cloud computing strategies. So, how can CEO Steve Ballmer chart a more effective path forward? And where do channel partners? Here are 10 recommendations from The VAR Guy.

10. Microsoft Surface Tablets: The initial Surface tablet running Windows RT has attracted plenty of critics, many of whom note that it can’t run classic Windows applications. Also, Microsoft took some heat for limiting Surface’s initial distribution — though the Windows RT tablets are now available at many retail outlets. The VAR Guy’s Advice: Instead of bowing to critics, Ballmer should continue to limit Surface distribution so that Microsoft can closely monitor customer feedback. Oh, and cut Windows 8 Surface Pro’s price before it arrives.

9. Windows Phone 8: The VAR Guy spent considerable time in an AT&T Store located north of Orlando, Fla., during the holidays. Sure, a single store does not represent the broader universe. But multiple conversations with store employees confirm that customers had been buying Windows Phone 8 devices. Fact is, a lot of people are rooting for Microsoft to emerge as a mobile alterative to (A) Apple’s arrogance and (B) Android’s bugs. The VAR Guy’s Advice: Stay the course with Windows Phone 8, while preparing an ad campaign that celebrates users who switched from iPhone and Android devices. Time to turn the tables on Apple’s old “Hello I’m a Mac, and I’m a PC” ad campaign…

8. Windows 8 PCs and Tablets: The VAR Guy doesn’t think they are selling well. And he’s not alone. Plenty of skeptics think Windows 8 PC sales are lackluster. The VAR Guy’s Advice: Only allow PC makers to ship Windows 8 on touch-enabled devices. Keep Windows 7 as the de facto standard on all systems that lack a touch screen. There’s nothing worse than seeing consumers and small business customers trying to “test” Windows 8’s touch screen in Best Buy and other retail locations, only to discover the PC or tablet lacks a touch screen. Ouch.

7. Mobile Channel Partners: Microsoft has done little — if anything — to empower channel partners for Surface tablets. The VAR Guy’s Advice:  Engage and promote the top ISVs (independent software vendors) in four vertical markets — retail, health care, banking and insurance. Empower those ISVs to re-write their applications for Windows Phone 8 devices, as well as Windows 8 touch-enabled tablets and notebooks. Then, make sure the ISV’s channel partners are ready to sell those systems.

6. Windows Azure: A Forrester Research report suggests Amazon Web Services remains the king of cloud computing — but Windows Azure is coming on strong. The VAR Guy’s Advice: Nice progress, Microsoft. But you still have to educate traditional Windows Server and SQL Server resellers on Windows Azure’s business benefits. Time for Microsoft to start describing VARs that have successfully deployed customer solutions in the Windows Azure and SQL Azure clouds.

5. Office 365 Open: Microsoft  by June 2013 or so expects to offer Office 365 Open, which allows VARs to control end-customer billing for Exchange Online, SharePoint Online, Lync Online and more. Sounds great. But this is way overdue. The Google Apps Reseller program has allowed VARs to control end-customer billing for quite some time. Microsoft is way-late to the game here. The VAR Guy’s Advice: Get Office 365 Open right. There’s no room for error here. Once Office 365 Open arrives, implement a Microsoft cloud policy that guarantees all future SaaS, PaaS and IaaS offerings allow channel partners to manage end customer billing.

4. Disclose Cloud Revenues: Channel Chief Jon Roskill has hinted that Microsoft believes it already generates more cloud-related software revenues than any other company. But during earnings announcements, Microsoft never specifically discloses its cloud or service provider-related revenues. Meanwhile, rival Oracle now discloses cloud revenues — at least anecdotally. The VAR Guy’s Advice: At the very least, disclose new bookings and quarterly revenues for Office 365, Windows Azure, and service provider licenses to telcos and CSPs.

3. Remember the Server: Amid all the Windows 8 hype, Microsoft successfully launched Windows Server 2012 and a new Hyper-V hypervisor a few months ago. Generally speaking, VARs like upgrades and they see new opportunities to compete against VMware vSphere. The VAR Guy’s Advice: Turn up the Windows Server 2012 and Hyper-V marketing machine because right now, those strong products are getting lost in the Windows 8 and Surface media noise.

2. And Server Applications, Too: Take one look at Microsoft’s quarterly results and you’ll see continued momentum for Exchange Server, SharePoint, Lync, and Dynamics CRM. The VAR Guy’s Advice: Some folks overlook the fact that Microsoft now offers a suite of business server applications that’s wildly popular on-premises and in the cloud. Launch a “Have it Your Way” campaign, assuring partners and customers that those business applications will continue to grow and grow in public or private cloud settings.

1. Promote the Bigger Picture: Microsoft has one of the software industry’s most comprehensive software portfolios. In fact, you can argue Microsoft is the only software giant that has on-premises software, cloud software and mobile software portfolios that can meet just about every mainstream business need. The VAR Guy’s Advice: Amid all the Windows 8 hype, Microsoft needs to take a step back and launch a broader marketing campaign that explains the company’s end-to-end strategy — spanning private cloud, public cloud and mobile solutions.

Final Advice: And don’t forget, Mr. Ballmer: You need to mention the continued value of channel partners in all of your marketing campaigns. Plenty of VARs and MSPs remain wary of Microsoft’s channel commitment… Direct-to-business marketing campaigns will further stir those concerns…