Microsoft pushes new advertising to promote Win8

Computer Store News: Microsoft recently launched a series of advertisements to promote the advantages of Windows 8 tablets compared to the iPad. However, industry insiders believe that such advertisements indicate that Microsoft has not yet got rid of the thinking of the PC era, so it is impossible to hit Apple's products.

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“Anti-iPad”Advertising

Microsoft recently launched a new "Anti-iPad" TV commercial. On the face of it, Microsoft borrowed from Apple's long-standing "I'm a Mac" series of ads, and Motorola's "Droid Does" advertising a few years ago. In the ad, Microsoft displayed an iPad and a Windwos8 tablet side by side, highlighting what Microsoft believes is a Win8 tablet that is superior to the iPad.

Microsoft showed the "Dynamic Tiles" interface and compared it to the iPad's static homepage; it showed multi-window calculations, compared to the iPad's experience of opening an app at once; showing Power Point , compared with Apple's Keynote; even introduced the price of the cheapest Windows 8 tablet, and compared with the medium configuration iPad.

Another advertisement from Microsoft made a similar comparison, but mentioned other aspects, such as the Windows 8 tablet supporting SD card, and the iPad requires an adapter; the Windows 8 tablet supports a standard printer compatible with Windows. The iPad only supports printers equipped with AirPrint technology.

Misreading User Needs

Such advertisements, such comparisons, often achieve results and are effective. “Droid Does”Advertising helps Android take its place. In the tablet market, such advertisements have also appeared, but at least not succeeded. In most cases, these ads are promoting a desktop-like experience, while Windows is "the desktop in the desktop". But for mainstream users, this is not what they expect from tablets.

BlackBerry has tried this on Playbook tablets. A number of Android vendors have also tried, involving products such as the Galaxy Tab and Xoom. Microsoft has been developing tablets for many years, and previous products are based on systems such as Windows XP. However, Microsoft products have not attracted the attention of groups other than geeks.

Over the years, mainstream users have experienced a lot of inconvenience when using desktop operating systems, whether it's old file systems, confusing window management, moderate control, or system complexity. Users want to avoid such problems on mobile devices.

Users want an easy-to-understand device. Such a device should help, rather than making the user look stupid. Users need applications and media content, and need to get rid of all the inhuman settings in traditional computing platforms such as Windows.

Therefore, users want an iPad.

Jobs' tastes

Steve · Steve Jobs is aware of this. Even after the introduction of the Apple II and Mac computers, Jobs believes that users need simpler, more straightforward computing devices.

Bill & Middot; Bill Gates has said that the envy of Apple is the taste of Jobs. Jobs didn't have much taste for talking about beautiful words, but he had a good feeling for the product. He can see the future development, break through the current product types, surpass the current product line of Apple and all other companies, and see the future needs of users. Jobs has such intuition.

Compared with the Gates era, Microsoft seems to have not learned much new experience in the latest TV commercials. They are still addicted to Windows and Office, afraid to lose their past success. But all they do is make the user experience worse and less meaningful.

For Windows users who want to change their current PCs, the Windows 8 features shown in Microsoft ads are very attractive. These users may also be interested in tablets. Microsoft already owns these users, which are targeted by Microsoft.

For mainstream users, the dynamic tile that randomly changes the image is confusing, and opening multiple apps will put pressure on it. Power Point is the tool that users use in the office, and the first payment The price is not as important as the value that the product brings in the life cycle.

Therefore, consumers buy iPads and use them. This way, they don't need to study RT or Pro, Metro mode or desktop mode, or what kind of functionality a browser can implement. The iPad doesn't confuse, it doesn't make you feel troublesome, and you don't sacrifice other features for some features. This is an essential element of an operating system, and the iPad has it.

The iPad brings a unified home screen, the simplicity of a full-screen application, and the consistency of the user experience. These features are ideal for a huge market of non-geeks, making the iPad the best personal computer ever.

Abandoning the Desktop

Microsoft doesn't seem to be competing with Apple in this respect, but falls into the trap of functionality like other companies. The crux of the matter is not what the device can do, but what you can do with the device.

Microsoft's new ads may convince some consumers to buy Windows 8 tablets instead of Android tablets or Windows PCs. However, these ads can't convince hundreds of millions of iPad users, and potential buyers who like the iPad to give up the iPad.

In order to compete with Apple, Microsoft needs to find the key to selling Windows. Microsoft needs to abandon the desktop, adopt a similar game business in the mobile business, develop Xpad, or the like, which is in line with Xbox.

In 2010, Apple showed the world how to sell hundreds of millions of tablets. Three years later, there is no evidence that other companies have slightly mastered the flaws of Apple. It is now 2013, and Microsoft is still trying to sell PCs in the post-PC era. This is equivalent to a family needing a family car to go on a weekend outing, but Microsoft is selling trucks to them.

Unfortunately, this problem does not only exist in the tablet market, but in every one of us.