Microsoft Asks for the Love for Windows 10
Set aside for just a moment some of the striking technology Microsoft (MSFT) unwrapped on Wednesday and you know what stands out? The iconic vendor finally has moved on from its traditional posture as lord of the PC manor to seek what only Apple (AAPL) has enjoyed–it wants an adoring, cult following. It wants the love and it wants you to feel like it’s deserving of your affection.
Can you imagine former chief Steve Ballmer vulnerably asking users to love Windows? Considering the company’s cultural history, it’s not so easy to do, is it? But that’s not only what Microsoft boss Satya Nadella offered up at the company’s wide-ranging product and strategy event it’s also a sentiment that framed OS chief Terry Myerson’s remarks.
“Our ambition is for the 1.5 billion people who are using Windows today to fall in love with Windows 10 and for billions more to decide to make Windows home,” Nadella said. “These are the kinds of magical moments that we live for,” he said. “We want to move people from needing Windows, to choosing Windows to loving Windows.”
Myerson was no less effusive. “Today was a monumental day for us on the Windows team because we shared our desire to redefine the relationship we have with you–our customers,” he wrote in a blog post. Myerson referred to Windows 10 as the lever to “forge a new relationship between us and our customers – consumers, developers and enterprises,” while positioning it as a “commitment to liberate people from complex technology.”
Heady stuff, to say the least, from this newfound Microsoft.
Of course, it’s easier to convert customers, partners and developers into BFF’s when you give away stuff, and Microsoft followed through by offering Windows 10 as a free upgrade for existing Windows 8.1, Windows Phone 8.1 and Windows 7 users for a year. In addition, once a Windows 7, 8.1 or Phone device is upgraded to Windows 10, the vendor pledged to support it for the device’s lifetime free of charge. Yes, that’s right, Windows 10 delivered as a service.
“And, just like any Internet service, the idea of asking ‘What version are you on?’ will cease to make sense, which is great news for our Windows developers,” Myerson said.
By some estimates, the free Windows 10 upgrades to users and businesses could cost Microsoft as much as $500 million initially but there’s no doubting it will go a long way to convincing users to buy more of the vendor’s mobile apps and services. Overall, Windows sales, long the company’s cash cow, comprise about 20 percent of Microsoft’s revenue.
It’s not only Microsoft which will be forgoing revenue with the Windows 10 freebie. Channel partners also will lose sales historically gained from Windows upgrades, a development not of their own choosing that isn’t likely to make too many feel all cozy.
Still, Myerson said the company is taking the longer view. “We’re making a bet that it will result in a more engaged user base,” Myerson said.
That’s not all Microsoft is banking on to build the love. With two notable exceptions, information on much of what the vendor also unwrapped has shown up in the chatter-sphere in the last few weeks:
- Cortana, Microsoft’s digital assistant, now can be had on PCs and tablets running Windows 10.
- “Project Spartan,” or IE lite, custom built for Windows 10
- Office universal apps on Windows 10 running across phones, tablets and PCs, along with new versions of Word, Excel, PowerPoint, OneNote and Outlook, all designed from the ground up.
- Continuum Mode for two-in-one devices, enabling Windows 10 users to toggle between keyboard/mouse and touch/tablet input mode.
As for the announcements no one saw coming, Microsoft showcased the Microsoft Surface Hub, a new, large screen system aimed at maximizing the group computing experience of Windows 10, Skype for Business and Office 365, including multi-touch, digital inking, built-in cameras, sensors and microphones.
And, with nearly impeccable timing considering Google’s (GOOG) exit last week from the consumer Glasses market, and in a nod to virtual reality, Microsoft rolled out HoloLens, a nifty smartglasses-like headset that without wires, phones or PC connection allows users to view holograms in high definition and hear them in surround sound.
Circling back to Windows 10, Myerson said that Microsoft will release the latest build for Windows Insiders running the Windows 10 Technical Preview on PCs, and follow it up next month with its first technical preview for phones.
In the meantime, Microsoft will consider it mission accomplished if we begin to feel the love.
