Microsoft plans anti-Apple marketing blitz for Vista

[AppleInsider]

Having lost its patience with Apple's "Get a Mac" advertising campaign attacking Windows Vista's public perception, Microsoft will spend hundreds of millions of dollars trying to prop up the standing of its operating system.

The company's VP of Vista marketing, Brad Brooks, told attendees at a Microsoft Worldwide Partner Conference on Tuesday that the next few months will see a major advertising push that promises to "free the people" through what Vista has to offer and that Microsoft wouldn't take Apple's repeated attacks on Vista reliability without a fight.

"You thought the sleeping giant was still sleeping, well we woke it up and it's time to take our message forward," Brooks warns Apple. "There's a conversation going on in the marketplace today and it's just plain awful. We've got to get back on the front foot."

He acknowledges, however, that Vista's rough launch has cost the company significant ground and that the ads will as much be about damage control as touting the brand. In a rare glimpse into Microsoft's own view of the launch, Brooks recognizes that Vista "broke a lot of things" and triggered "a lot of pain" in partners trying to support the newer Windows edition.

According to the executive, difficulties with new operating system launches are common and a similar pattern emerged with Windows XP in 2001, which eventually smoothed out as patches and gradual acceptance made it the dominant operating system. Recent updates to Vista have ironed out similar wrinkles, he argues.

By contrast, Apple is said to be "noisy" in controlling the message on Vista. The Mac maker has regularly pointed out flaws and stressed that many users are looking to downgrade to XP after sour experiences with Vista. To Brooks, though, Apple is pitching an all-or-nothing message for its products that Microsoft can counter with perceived choice.

"They tell us it's the iWay or the highway. We think that's a sad message," he says. "Software out there is made to be compatible with your whole life."

Whether or not Microsoft will succeed in its mission, however, is less than clear. Businesses have commented that they consider it impractical to upgrade to Vista due to compatibility problems and may wait until Windows 7 to update past Windows XP, a move that would delay any purchases until at least 2010.

Also, in the prelude to Microsoft's ad campaign, Apple is still believed to be stealing away those Microsoft hopes to win over: a Bank of Montreal estimate has as many as 2.5 million Macs shipped in the current quarter based partly on users opting for Apple's platform rather than face the concerns raised by Vista.

[ View this article at AppleInsider.com ]

[physguy]

"Software out there is made to be compatible with your whole life."

WTF does that mean?

[Guybrush Threepwood]

Apparently, he's never heard of iLife...

[macinthe408]

Microsoft, in an effort to differentiate itself from Apple and to further cement the notion that Windows Vista is not simply a clone of Mac OS X, is naming its new campaign:

Get a PC

[Gon]

What they need to draw attention away from the (well deserved) criticism, current and past problems is some kind of positive message. A reason for people to buy Vista that is simple enough to stick in an ad.

I have no idea what that could be, and I say this having used Vista at home for the last months. It's not horrible, but it's not clearly superior to XP, either.

[DaveGee]

LOL

Well if done right they might be able to get out a successful ad campaign but lord save em if they screw it up... Someones A$$ in on the line with this one, thats for sure...

Dave

[iPeon]

According to the executive, difficulties with new operating system launches are common and a similar pattern emerged with Windows XP in 2001, which eventually smoothed out as patches and gradual acceptance made it the dominant operating system. Recent updates to Vista have ironed out similar wrinkles, he argues.

We can't do it right but it's OK because gradual acceptance of crappy software makes people forget that it is crappy.

[JeffDM]

I really don't have a whole lot of sympathy. They had five years to get Vista right, a year long beta cycle, offered in a confusing and unnecessary variety of versions, AND they gave Intel an undeserved "pass" in saying certain computer chipsets were Vista ready when they aren't. Vista's poor reputation may be a bit of a stretch, but it really doesn't have much of a value proposition to give users other than it's included with a new computer. Users aren't able to carry foward drivers for peripherals designed in the XP era either, meaning that the user might have to replace not only the computer but also several things that might be attached to it, like printers and scanners.

[backtomac]

Originally Posted by JeffDM

I really don't have a whole lot of sympathy. They had five years to get Vista right, a year long beta cycle, offered in a confusing and unnecessary variety of versions, AND they gave Intel an undeserved "pass" in saying certain computer chipsets were Vista ready when they aren't. Vista's poor reputation may be a bit of a stretch, but it really doesn't have much of a value proposition to give users other than it's included with a new computer.

+++

Well said.

[Chris_CA]

Originally Posted by physguy

WTF does that mean?

It was a misquote.
He meant to say, "Software (and maintenance of the system) is made to be your whole life."


and rather than fix Vista, Ballmer touts how great it is by allowing users to downgrade to XP.
C'mon. Buying the upgrade to Vista, then being "allowed" to reinstall XP? That is a sure sign of a superior operating system marketing strategy.

[the cool gut]

Brooks recognizes that Vista "broke a lot of things" and triggered "a lot of pain" in partners trying to support the newer Windows edition.

I don't get it - he is basically agreeing with the Apple ads here - so what's his problems with the ads?

[iVlad]

Sounds something like, Sprint tried to run some sort of ads which really didn't say anything bad about iPhone. Can't remember the Phone that they were showing next to that shiny, pretty iPhone.


Hmmm... I think Micro$oft wants some of that too now. They would have to hire the same Ad agency that did commercials for VW and APPLE.

Can't wait to see first ad against Apple. I wonder what they gonna pick on. Hmmmm
Maybe that OS costs $129.....Too cheap to be real maybe because Vista is $599.

I like the iWay!

[hirobo]

Originally Posted by Guybrush Threepwood

Apparently, he's never heard of iLife...

hahaha, thats a good one.

[roehlstation]

Is it truly perception when it is mostly true.

I just had a customer bring in a $350 computer yesterday and agreed to pay another $100 for an OEM copy of XP Home to install because he just can't stand Vista? When I told him it was finished, he was ecstatic. So far I've not had anyone ask me to install a ten year old copy of Mac OS on their new Mac. So far out of the hundreds of computers I've serviced in the last year the response to me from people is "Well, Vista came installed...I didn't really want it, and still don't like it."

Look evwee buddee Micwosoft is scawoed

[jwyatt]

This article appeared in Fast Company magazine a few months ago. http://www.fastcompany.com/magazine/...-hes-a-pc.html

This should be interesting.

"Apple's done a really good job of repositioning Microsoft. We're mercenaries. You can pay us to go after anybody."

Alex Bogusky, co-chairman of Crispin Porter and Bogusky (mac user) and new ad agency of Microsuck !

[stevenoz]

Good luck, eh.

[svesan03]

.............zzzzzzzzzzzzzzz Sorry, somebody....... anybody.........

"Try Vista, over 500 less bugs than XP had at launch!"

Vista....... runs faster on a MAC so buy it for yours!

Vista... it's crap, but Bill's retired now!

Vista... Schmista.... just buy it already, we've planted a fatal bug in XP anyway!

Vista... buy it or your grandmother will be taken seriously ill!

Vista.... Never in the field of human computing has so much been done by so many to sell so few...

Buy Vista and we'll donate half the proceeds to Bill's foundation to educate kids so they can lean code and come and fix this monumental ••ck up!

[jwyatt]

This article appeared in Fast Company magazine a few months ago. http://www.fastcompany.com/magazine/...-hes-a-pc.html

This should be interesting.

"Apple's done a really good job of repositioning Microsoft. We're mercenaries. You can pay us to go after anybody."

Alex Bogusky, co-chairman of Crispin Porter and Bogusky (mac user) and new ad agency of Microsuck !

[nagromme]

So.... a Mac that can run OS X, Win XP, Vista, Linux, Microsoft Office and more is not about "choice" and "compatibility," but a Vista-only PC from Microsoft's monopoly is That will be tough to pass off.

"There's a conversation going on in the marketplace today and it's just plain awful. We've got to get back on the front foot."

I fear that says it all. (Attempt to) change the conversation, instead of changing their products.

One rule of advertising is that a dominant company should not even acknowledge its smaller competition--that only legitimizes the smaller options. If Microsoft really does make anti-Apple ads, and those ads are truly well done (doubtful) then it will STILL help Apple sell more Macs than if Microsoft had just advertised Vista with no Mac comparison at all. Microsoft should be keeping Macs OFF the consumer's radar as long as they can, if it's not already too late. (See also: iPod and iPhone halo effect.)

Microsoft would be sending the message, "Nobody really used to use Macs, but they do now and we're worried! Here's why you should switch to our new thing, Vista, instead of their new thing: Vista's not as bad as it was before, honest!"

A smarter message would be Apple-free: "Nothing but Windows exists. You love that! Shiny happy flying freedom!"

[jwyatt]

ooops

[Stormchild]

Ha!

Sure, spend millions of dollars *marketing* Vista. THAT's the problem...not the fact that it's a piece of useless shit. Whatever you do, don't spend all that money, oh, I don't know, FIXING THE STUPID OS. You know. The one that even Windows people hate and don't use.

Oh Microsoft. You sad, stupid, senile old man. I think it's time we took you to a place that can take better care of you, for your winter years are waning.

[EyeNsteinNo]

The MS exec just now finding "similar wrinkles". My wife got a new Sony Core 2 dual laptop (setup wireless) for her birthday (Feb) from her son. It came with Vista and replaces her HP tower which had plenty of RAM, large disk and XP pro. All she does is IM, email and shop. BUT SHE WOULD NOT LET ME USE THE NEW SONY because it had wrinkles. NOW I know what she was talking about.

[IQatEdo]

Originally Posted by physguy

WTF does that mean?

They are going to tell you that while it might be OK to use your Mac at home, you'll need VISTA (or at least, Microsoft) at work - that other part of your life. Therefore, stick with MS for your 'all of life' needs. Send me negotiable funds Bill!

[suhail]

I am personally not very happy with OSX Leopard or OSX Leopard Server nor their recent bug-ridden updates, nor the fact that their next major bug release is 11 months from now. Windows XP has some features that the Mac should've had for years, such as in a two monitor setup, not having to run your mouse back to your first monitor to access your drop-down menus.

Having said that, I have no sympathy for Microsoft and I'd love to see them slip into oblivion. At the same time I welcome this challenge only to see Apple take their hardware and OS seriously again. Like many others I'd like to read more Mac articles on Mac sites and less iPhone articles.

[ehych]

Actually it had been announced in March that they approached the Crispin Porter + Bogusky advertising firm for a new campaign.

You can see the articles here:
http://www.fastcompany.com/magazine/...-hes-a-pc.html

http://mintywhite.com/tech/es/vista/...onse-to-apple/

It may be too late for Microsoft to renew it's image, but at least they're going to try and do something different (in the advertising area)

[rbonner]

It's a shame the didn't route this money into making the OS faster. I find it to be stable, but not zippy.

[ehych]

Originally Posted by suhail

... At the same time I welcome this challenge only to see Apple take their hardware and OS seriously again. Like many others I'd like to read more Mac articles on Mac sites and less iPhone articles.

Agree 100%

[pt123]

Originally Posted by Guybrush Threepwood

Apparently, he's never heard of iLife...

Yeah, that spinning beachball looks really good when launching iPhoto.

[backtomac]

Originally Posted by the cool gut

I don't get it - he is basically agreeing with the Apple ads here - so what's his problems with the ads?

+++

[StuBeck]

Originally Posted by Stormchild

Ha!

Sure, spend millions of dollars *marketing* Vista. THAT's the problem...not the fact that it's a piece of useless shit. Whatever you do, don't spend all that money, oh, I don't know, FIXING THE STUPID OS. You know. The one that even Windows people hate and don't use.

Oh Microsoft. You sad, stupid, senile old man. I think it's time we took you to a place that can take better care of you, for your winter years are waning.

I think its sad people seem to have a personal vendetta against a company. Competition in the marketplace helps everyone, and even though I have had problems with OS X and Vista, I still feel both are great OS's, just both require some fixes. Both companies seem dedicated to these fixes (Microsoft with their recent SP1 release, Apple with their "We're fixing it in 10.6" dedication.) I feel both companies set too ambituious of targets with their latest OS and are feeling the need to step back before getting back into things with their newest actual release in a few years.

And throwing more money into isn't going to help. Its Microsoft, I can assure you they are already putting large resources into fixing the issues.

[Right_said_fred]

MS best bet would be to show a video of loading a decent size excel document (with charts) in MS-office (on vista or xp) - (preferably emulated with VM-fusion ) and comparing it side by side with office 2008 latest on a macbook pro.
The Emulated version is so much faster (actions take a second or so) whereas the mac-office2008 takes tens of seconds to do many of the same actions. I think most people would shudder at the time it takes on a mac. Of course office 2008-mac is an MS product, but thay could utilize duct-tape over the name on the box......
I love macbook pro and apple Leopard - but office on the mac is awful awful awful.
If ever I get time, I wil do a youtube side by side

[wheelhot]

Wow, MS is really funny these days. First was Vista, then Zune, then ZunePhone (I read it somewhere, in development), and now its MS Ad!

I mean after how many years, only now they want to fire back Apple Get a Mac ad?. This would be fun, watching 2 commercials compete against each other .

But honestly, what do MS have to say bout Vista?
Its better then OS X because of.....none? but in a negative way, Vista is wayyy better then OS X because it gives you lots of stupid bugs, incompatibilities and it forces you to upgrade your hardware! yeah...X for Vista baby!.

I mean that isn't it too late to clear Vista bad image? you can conduct a research to anyone comparing OSX, Win XP and Windows Vista and Vista will come out last in the preferred OS.

Im getting popcorns! Anyone want some?

[amerist]

Originally Posted by AppleInsider

Having lost its patience with Apple's "Get a Mac" advertising campaign attacking Windows Vista's public perception, Microsoft will spend hundreds of millions of dollars trying to prop up the standing of its operating system.

You can't polish a turd.

[JeffDM]

Originally Posted by pt123

Yeah, that spinning beachball looks really good when launching iPhoto.

On what kind of computer, how long does it take to load for you, and how many pictures do you have?

I think part of what takes it "so long" is to load all the image previews, but once loaded, the program's pretty zippy. I have 16,000 pictures and it takes my Mac Pro about five seconds to load iPhoto..

[OriginalMacRat]

Originally Posted by StuBeck

I think its sad people seem to have a personal vendetta against a company. Competition in the marketplace helps everyone

An abusive monopoly isn't healthy competition.

[wobegon]

Originally Posted by suhail

At the same time I welcome this challenge only to see Apple take their hardware and OS seriously again. Like many others I'd like to read more Mac articles on Mac sites and less iPhone articles.

iPhone news IS Mac news. The iPhone and iPod touch are running mobile versions of OS X that are probably very similar to what Snow Leopard will be when it's released next year - signed apps, resolution independence, etc.

[omacko]

Aside from bugs and incompatibilities, I've felt the problem with Vista is a lack of innovation. What is actually better about Vista compared to XP? Ok, the interface is different, but is it actually better or even cooler? I don't think so. When Microsoft went from Windows 3.1 to 95 everyone wanted it because of it's brand new interface and at least half of the operating system was new from ground up. Back then, I actually payed for the beta CD to catch a glimpse of it. It's true that the Mac OS doesn't change drastically from release to release either, but then despite all the hype about owning a Mac, most people don't own one yet, so this makes the Mac OS still cool. People can talk about how their friends have one and how cool it is to use, and how they want to buy their own Mac to try out later on. I though MS dropped the ball with Vista...they should have given their product a cooler name and done an interface that's much better looking and more innovative.

[EyeNsteinNo]

"compatible with your whole life". I think he's talking about software like my bank has. it does electronic transfers to my wife's account and she get's to spend it right now!

As far as what WTF means, I think it stands for "With True Feelings" since my wife uses those 3 letters every time in her emails when bank transfer is late.

[foris]

Yet another decision by reaction! Is there any management decision MS has taken in recent years which wasn't pure reaction (and mostly to Apple)? Management by reaction means someone else is setting the agenda.

Vista was an attempt to capture some of the cachet of OS X, Zune was an attempt to cash in on iPod's success, the so far failed attempt at taking over Yahoo is a reaction to Google (and doomed to failure, win or lose).

The only standout characteristic of MS these days is the endless string of failures (including mammoth legal failures, eg in Europe). Something as huge as MS takes a long time to sink, but this is one very leaky old tub.

[winterspan]

Originally Posted by Stormchild

Ha!
Sure, spend millions of dollars *marketing* Vista. THAT's the problem...not the fact that it's a piece of useless shit. Whatever you do, don't spend all that money, oh, I don't know, FIXING THE STUPID OS. You know. The one that even Windows people hate and don't use.

Oh Microsoft. You sad, stupid, senile old man. I think it's time we took you to a place that can take better care of you, for your winter years are waning.

NO KIDDING! For god sakes, use the "hundreds of millions" to make sure Windows 7 is something worth buying! The last thing MS needs it a marketing campaign! I can't wait to see what type of crap they come up with. Remember the 'Zune' campaign? Full of weird, disturbing artwork and of course the single GREATEST marketing slogan ever "WELCOME TO THE SOCIAL"! And not to mention the winner they had with the concept of "Squirting" songs between friends! What a monumental failure!

Originally Posted by EyeNsteinNo

As far as what WTF means, I think it stands for "With True Feelings" since my wife uses those 3 letters every time in her emails when bank transfer is late.

HA!