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MS to Counter Apple Ads, Release "Don't Blame Vista" Tool

MS to Counter Apple Ads, Release "Don't Blame Vista" Tool

Jason Mick / DailyTech

July 10, 2008

‘Microsoft is fighting back against certain pesky unnamed competitors with a $300 million ad campaign and a creative app to pass the blame.’ -

Apple enjoys a rather fortunate position in the computer business and operating system business in some respects. On the one hand it has such small OS and hardware marketshare that large leaders like Microsoft are unlikely to take it too seriously, allowing it to wage a clever campaign of attack ads, swaying public opinion. On the other hand, its marketing campaign allows it to vigorously grow without substantially changing its offerings, which it hopes will catapult it to the status of a serious competitor.

Leading the attack are Apple’s “Mac Guy, PC Guy" ads which depict Windows/PC as a chubby overweight maladroit businessman, while OS X/Mac is a hip, suave younger man. The ads offer up criticism of Windows – be it real or made up – fueling popular criticism of Windows Vista. The ads have lead to public misconceptions such as Windows being less secure, when in fact most security experts believe Macs to be far easier to hack, due to poor patching.

Microsoft has long sat and watched these attacks with a sort of resigned indignation. Bill Gates once remarked, “I don’t know why [Apple is] acting like it’s superior. I don’t even get it. What are they trying to say?”

Now Microsoft is fed up enough that it is vowing not to take Apple’s tongue-lashing anymore. Brad Brooks, Corporate Vice President of Windows Consumer Product at Microsoft’s Worldwide Partner Conference in Houston announced during his keynote address July 8 that Microsoft is launching a $300M USD advertising counteroffensive against certain unnamed competitors.

He stated, “We know our story is very different from what our competitors want us to think. Today we are drawing a line and are going to start telling the real story (about Vista).”

Mr. Brooks declined to specifically call Apple out, instead alluding to a “pretty noisy competitor out there”. He says, however, that Microsoft will strike back at noise makers with a pricey ad campaign being designed by marketing gurus Crispin Porter +Bogusky.

The problems with Windows Vista, Mr. Brooks accuses were due to hardware manufacturers negligently expecting Windows Vista not to be delivered on time, and then being left unprepared when it was. He did acknowledge that security changes and other changes broke numerous hardware and software apps. However, he says Microsoft fixed virtually all these problems and continues to hone Vista.

Warnings to hardware partners to prepare for Windows 7, previously delivered by Microsoft CEO Steve Ballmer, were reiterated by Mr. Brooks. If partners don’t act, they risk losing support from Microsoft according to Ballmer’s previous remarks. Windows 7 is the successor to Windows Vista, <a title="Windows 7 “Touches” Users in Debut " href=“http://www.dailytech.com/Windows+7+Touches+Users+in+Debut/article11899.htm”>due in 2009 by latest reports.

In an attempt to tout how compatible Vista has become, Mr. Brooks unveiled the new portal site “Windows Vista Compatibility Center”. The site currently lists 9,000 devices and software products (3,500 apps and 5,500 devices) compatible with Vista. Microsoft hopes to up this list soon based on feedback.

Microsoft is also preparing a secret weapon; it has developed a new system tool called Windows Advisor, which some are calling the “Don’t Blame Vista” tool. The new tool assesses system problems and tries to convince users that they are not Vista’s fault. It assigns blame to everything from user impatience to virus and spyware.

Also announced by Mr. Brooks was a new business ad campaign titled “Move to Windows Vista with Confidence”. <a title="Companies Adopt “Just Say No” Policy On Vista, Wait For Windows 7 " href=“http://www.dailytech.com/Companies+Adopt+Just+Say+No+Policy+On+Vista+Wait+For+Windows+7/article11778.htm”> Vista adoption by businesses has been painfully poor, with even longtime “Wintel” partner Intel forsaking the OS, deigning it not worth the costs. The new campaign is aimed mainly at small businesses, a possible growth area.

In its campaign Microsoft states, “Risks are a part of every small business. Making the move to Windows Vista isn’t one of them. Buy a new PC with genuine Windows Vista Business or Windows Vista Ultimate and receive free coaching and support from Microsoft to help you get the most out of Windows.”

Microsoft will offer goodies to participants – free phone support; tips and tricks via a new Vista Small Business Assurance Web site; and access to existing online tools and guidance.

Mr. Brooks concluded his pro-Windows rally stating, “Windows Vista is a good product. The quiet majority of millions and millions of Windows Vista users out there are going to have a great experience. The message is ‘Move to Vista. The time of worry is over.’”

It should be interesting how Microsoft’s new more aggressive methods pan out. Will they help repair Vista’s tarnished consumer image, which has become somewhat of a pop culture humor piece? Will they convince some stubborn users to finally move from XP? Only time will tell, but it’s definitely a new tactic from Microsoft.

© 2008, DailyTech


+3
  • Logo2white_max50

    beep_beep

    about 1 year ago

    20 comments

    ha, if it wasn't true you Vista PC blow chunks, MS wouldn't have to through so much money at it.
    Remember Windows ME AKA: old Vista than they came out with Windows 2000 with a face lift AKA XP. MS ( all about more money

  • Dsc01877_max50

    fibrewire

    about 1 year ago

    2 comments

    Well, Vista is more than a politician... MS is a law firm. They acquire software companies and pay people to adapt it to their OS, and MS brand the software. But does everybody know what happens when a person or company wants to demo the software? A tech spends countless hours researching what the best solution is, only to find out that by demoing the software, they are creating license issues with other MS components used in the organization. Then the MS "phone home" software kicks in and/or a disgruntled employee contacts MS. What happens next? The company has the option to pay a ridiculous fine or sign up for an exclusive MS contract stating that if an alternative exists, the company must use MS software, must agree to upgrade to the latest version of MS software throughout the organization, and give free MS advertizing on the company's website. Think this is right out of a conspiracy theory or scary tech movie? I had heard about this too, and I'm a linux guy... then i lost my last job due to the same situation - MS only company now. MS lawfirm is the greatest business in the world, maybe i could do the same with drugs... "Well, you can either pay with your life, or you can sign this contract to exclusively use my drugs for the next 10 years, and recommend my drugs to all your friends..." Way to go, MS.

  • Gilsonr_max50

    sliderule

    about 1 year ago

    14 comments

    The following statement from the article sounds a bit like misinformation or an attempt to re-write history.

    " The problems with Windows Vista, Mr. Brooks accuses were due to hardware manufacturers negligently expecting Windows Vista not to be delivered on time, and then being left unprepared when it was. He did acknowledge that security changes and other changes broke numerous hardware and software apps."

    I'm not sure injecting politics into an OS is a safe direction.

    From the article:
    "The new tool assesses system problems and tries to convince users that they are not Vista’s fault."

    Windows is gaining traits of a full on Politician. Good thing we can still vote, I don't think I'm ready for the MS Monopoly.

  • Demon_max50

    Resuna

    about 1 year ago

    12 comments

    "The problems with Windows Vista, Mr. Brooks accuses were due to hardware manufacturers negligently expecting Windows Vista not to be delivered on time, and then being left unprepared when it was."

    Bull. Bring back my bleeding menus and get rid of those bleeding "ribbons". There's a reason the menu hasn't been "overhauled" in 20 years... that's because it *works*. Even if every other problem with Vista was fixed, I'd stick with Windows 2000/XP and Office 2003 just for that.

    It's not "Vista versus Mac", it's "Vista versus XP", and even with Microsoft presenting us with a fair accompli by pulling XP from the shelves, the world is full of holdouts. I just got a new work laptop with Vista, and after 30 minutes I wiped it and "upgraded" back to XP. It's just not worth the hassle dealing with all the spam in Vista.

  • Seamus_max50

    Seamus

    about 1 year ago

    66 comments

    Most of the actual issues with Vista (compatibility, stability, etc.) may be worked out over time if the OS lasts long enough. The main issues with Vista though, are that A.) It's a code-bloated monster. I'm sorry, but no OS should be that huge, without there being a good reason for it. It's a good idea to strip most of the arbitrary processes out of it before really trying to use it. B.) To the average user, there really isn't a compelling reason to drop XP in favor of Vista. Especially if a given user is more used to XP, and does not do much more with his/her system than write documents, surf the Internet and play the occasional game.

  • Me-bike-avatar160_max50

    czar

    about 1 year ago

    252 comments

    Mac and PC Wars......
    I have been back and forth with this, I do Web design, flash, graphics, and I even write code and do networking and used to be an MCSE. I learned on a PC so I have a partiality; I also like the PC available higher-end video cards for the memory to create in. I tried Macs a long time ago and found the software counter intuitive, Quark express especially.

    Well… A well setup PC can handle vista, and it’s as intuitive as XP, does something’s better and is admittedly prettier. I will say one thing I have never seen the blue screen of death not one single time with the vista system.
    A long time ago I had renamed folders in XP from MY documents to just documents and pictures etc. They are much easier to find just press the first letter and you are there, Vista adopted this same strategy and it actually confused some people. This was the complaint I heard the most, I can’t find MY Documents. Change…. Sometimes frustrates. Your Documents are found in the Documents file.
    I have a Desktop PC with XP and a notebook with Vista, one of my best clients switched to Mac a couple of weeks ago. He asked me to learn with him and set it up. Oh MY….
    Turned the Mac on and wow it saw the wireless “N” network... so does any PC with wireless capabilities, My client was so excited by this, I was done founded by his reaction, I pulled my notebook and said look it sees it too…add the code and poof off to the internet. He wasn’t impressed, His $3000.00 dell PC had crashed one time too many (BTW it was the hard drive which dell has since fixed).
    While I was sitting there and he was playing with his new toy, I connected him to the actual wired network server, from my notebook without it being part of the domain; I could see his files on the Mac…ohh crap security issues, can’t do that without permissions being set on a PC. (This has since been fixed but it took a while to figure out).
    He bought “parallels” (to jump back and forth between Mac OS and XP) spent 2 hours trying to set that up, now I know why the Mac store WONT install it, It still doesn’t work.
    The biggest problem I have is when you install or download anything I don’t get to choose where the file resides, it puts it where it wants then I have to hunt for it, what really frustrated me was a I downloaded a zip file, had to search to find it, found it, unzipped it, I wasn’t given a choice where it went so I lost it again, had to run search again, had to turn on something( it was a setting for exe files I think) so it could find it. Installed it and you guessed it couldn’t find it again….ugghhhh.
    To make a long story short, they are computers and they are all frustrating at times, I spent 8 hours with the Mac and went home hating them as much as ever. I hated Vista when it first came out; I have to admit I LOVED XP when it came out. But its all about time, the more time you spend the easier they all get, the question is are you willing to compromise your work productivity to learn something new that may or may not benefit you in the long run. Going from PC to Mac is at best difficult, Vista is an easier pill to swallow, advertize that Microsoft.

  • Sith_lord_max50

    GumbyDude

    about 1 year ago

    4 comments

    I've been in computing/electronics/software development for 30 years too, but I was able to get out on good behavior....

  • 50_year_old_glasses_003_max50

    wm_mcghee

    about 1 year ago

    4 comments

    For the record I am running Vista Ultimate on my 6 year-old machine. With a 1.7 GHz AMD Athlon 2000+ and 1GB RAM it may not ba as fast as a 64bit dual-core processor with 2+GB of RAM I LOVE IT!!!! Perhaps MS needs to talk to Vana White and buy a clue.

  • Sith_lord_max50

    GumbyDude

    about 1 year ago

    4 comments

    There are a lot of "me too's" out there who try to get attention by jumping on the Vista bashing bandwagon. Glamour pusses and copycats with no real substance. I couldn't even muster a yawn at their antics, let alone be entertained by them.

    I reserved my opinion on Vista until I had a chance to REALLY try it, and I've been using it for over 6 months now. I consider it an improvement over Xp and do not see any valid reason to take a step backward and run Xp again.

  • Photo_user_blank_big

    AFITTech

    about 1 year ago

    4 comments

    And by the way, If you are having problems with Vista and are not running SP1, you need to get it. I had a few issues in the past, but since SP1 my system has been 100% reliable.

  • 50_year_old_glasses_003_max50

    wm_mcghee

    about 1 year ago

    4 comments

    I've been in the electronics/technology business for 3 decades now and if the issues with Vista in because of the user I can't see it. I mean it's one thing to have a given percentage of consumers have difficulties with Vist, or any new OS, but when the percentage is as high as it is for Vista I don't believe it is the user at fault. Most businesses have, or hire, someone who maintains their machines. For MS to take the "don't blame Vista" stance they are saying that us techs out here in the trenches are idiots. In responce to that I say give three italian cheers "piss on ya, piss on ya, piss on ya!"

  • Photo_user_blank_big

    AFITTech

    about 1 year ago

    4 comments

    I got a free copy of Vista from Microsoft's Power Together campaign with Office 07, and I was very reluctant to give it a shot, so it sat for about a year, but when I added a second HD to my computer, I figured I might as well have a recovery OS on it, and after using it 6 months or so now, I think WINDOWS VISTA IS AN EXCELLENT OS. I still use XP at work, but I hardly ever boot to it on my personal machine. The hardware requirements are not as crazy as what Apple and others would have you believe and it is a slick interface with better support for wireless etc, and a nice search function. The bad rap it gets is more manufactured than anything else by the media and Apple. Of course it is going to have more bugs than macs, but consider that Apple also only has to develop a OS for a small set of overpriced hardware which they control, and if anyone makes anything else that uses that OS they sue the pants off of them, meanwhile Windows develops for hardware made by thousands of companies. Apple=Proprietary, let's not forget that these guys took the most industry standard interface, USB, and turned it into a proprietary hunk of junk.
    If you are badmouthing Vista and don't use it, or never have, then I do not consider you qualified to state an opinion on it. I have used Macs and I actually like the OS, but I cannot stand the hardware or the price tag, not to mention the support for gaming is close to 0.

  • Photo_user_blank_big

    meighat

    about 1 year ago

    2 comments

    It's pretty entertaining, and disturbing at the same time, that Microsoft is defending their OS and have the audacity to blame hardware manufacturers and software developer's for Vista's inability to work properly. There is a lot to be said about a company that regulates it's software and hardware to ensure compatibility for the consumer. It's definitely worth paying a little extra for 'No headaches". It's like an insurance policy. Take your vehicle for example...would you let just anyone off the street work on your vehicle or only CERTIFIED mechanics? Sure anyone can make parts that bolt on, but are they working in conjunction properly with everything else? This is how I view Apple vs Microsoft. Microsoft is willing to allow any 3rd party develop components (hard or soft) while Apple tests to ensure compatibility. Anyone want to guess on the number of times my Dual G5 crashed since I owned it in FEB 2006 vs the number of times my Vista system crashed since I owned it SEP 2007? The proof is in the numbers.

  • Photo_user_blank_big

    datad

    about 1 year ago

    4 comments

    I recently went to see Wall-E, the lovable little robot movie, and there was a noticeable chuckle from the audience when Wall-E rebooted. What was the sound? A MAC REBOOTING. You only get the joke if you own a Mac or are around Macs. Like I said this was not just a couple of people, but basically most of the audience, which should tell you what direction many consumers are going in.

    For myself, migrating to Mac has not been without some adjustment. It is not perfect, and some things are downright annoying. But the overall comfort factor on Mac is so high, I never have to worry about my appliance computer, it simply works, it has great graphics, and it has great style.
    The more time you spend on the Mac, Windows begins to really look dated, and Vista looks like Microsoft simply tried to emulated Apple's interface. I spend most of my day now on Mac and Linux. These two are the future, Windows is not. Microsoft needs to simply scrap PC-DOS, and sell apps. This is what they do best, but operating systems are not MS's strong point. Windows Vista, or whatever, is simply PC-DOS with a pretty face. Microsoft would do better to simply scrap the OS, and start over, maybe even use a free os to stage their apps on, they already have products for the Mac, they could do so much better without PC-DOS.

  • Photo_user_blank_big

    macpclinux

    about 1 year ago

    2 comments

    Microsoft has had the advantage of being placed first by IBM original PC when it decided to buy the Boca Reton based company and call it IBM, using Microsofts OS as the base OS. This foothold in industry and corperate mindset has been a hard nut to crack for the competition. Until the last few years, efforts of the competition to break into the market has been difficult.

    First the PC people laughed at having a 'pointing device', Then they adopted the window environment. Most recently an widget like plugin. I suspect now they will copy the ad campaign and call it theirs to.

    Oh and having the new OS out by 2009, Let me see how long did it take to develope Vista? Oh and during that time Apple put out how many OS versions? The reason Vista was so late was they had to add the features found in the Apple OS's to remain competative. Believe this, If Apple would for some terrible fate disappear the Windows users would never see another new feature. Microsoft doesn't have anyone that thinks like that.

    Now Microsoft is going to spend a ton of money to improve their image or at least the image of Vista. If the OS is so hot then why is the list of problems so long. You can't blame the customer, hardware or thrid party vendors, They want the OS to succeed. The bad press is because Microsoft did not finish the job the first time. Release of product with this many errors and failure to perform issues is where the blame has been placed. Ads will blur the truth but the blame remains.

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