MSFT @ the Mall?
Christopher Carter
Was anyone else as shocked as I to open their newspaper on Friday to read of Microsoft's intention to open retail stores to promote their products? I glanced at the date and read "Friday, February 13, 2009" and thought surely this must be incorrect, or a bad joke. Perhaps there is logic in this strategy somewhere, but to most pundits it appears to be nothing less than yet another MSFT "Me Too" strategy, copying one that was implemented by Apple 1-2 years earlier. I just don't see the comparison. Sure, MSFT can show their latest Zune products, demonstrate the latest release of Windows for the PC or mobile devices, or the latest updates for the Xbox platform, but do you see anyone lining up outside of the MSFT store waiting for the next Zune to drop, as they do the iPod and iPhone? Really? I was taken by the fact that MSFT tested this concept in a 20,000 square foot warehouse near its Seattle campus. Really, again? And what did you think the answer to this market research would tell you? Not to go forward? Perhaps this is just a way shift marketing dollars to a platform with a measureable ROI (who LOVED the Seinfeld commercials? Hands up!) instead of fighting those Mac Vs PC commercials.
It also begs the question of why when you consider the dominant market share MSFT has in Windows for the PC and corporate markets. This is where their bread is buttered, yet MSFT has this incessant need to prove its as hip and cool as Apple. Tough love MSFT - you're not, and never will be. You haven't caught up to Apple in the digital device space. You haven't caught up to Google in the search space. And you are losing share to Firefox and Safari in the web Browser space. This need to try to prove you are a company that develops must have products with cache is getting old. Stick to your knitting before "cloud" and SaaS applications blindside you and erode your core business while you are focused on being sexy.
One of the big political tricks used by many a pol is to label an opponent in a fashion that defines them before they can define themselves. This puts one in the position of always having to answer questions raised by the opponent's definition of them and removes focus from the candidates true skills and values. Unfortunately for MSFT, Apple has done an amazing job of defining MSFT as an old, stodgy, not hip company to which MSFT spends an inordinate amount of time and money screaming, "no, that's not who we are. We can be cool too". Rather than continuing to fight the label Apple has placed upon them with dollars and "me too" campaigns MSFT would be better off ignoring the spin and focusing on the values that made them the dominant company in the markets where they are leaders. MSFT can still launch new devices and services for the digital media marketplace, but do it on terms that don't appear like you are simply denouncing how Apple has postioned you and your technology. And following their strategies is not the answer.