Should Microsoft give up Windows?

Technology blog The Verge published an analysis article saying that brand recognition is becoming more and more important in the field of mobile devices. If Microsoft hopes to achieve brilliant achievements in this field, it is best to gradually give up the Windows brand that has been used for many years and its reputation has been damaged. .

The following is the article's details:

The Windows brand has been around for 25 years. Since its launch on November 20, 1985, it has dominated the PC operating system. However, with the rise of mobile devices such as smartphones and tablets, the dominance of Windows has also been threatened. Microsoft hopes to extend the strength of Windows in the field of PC operating systems to the field of mobile devices, and launched a Windows 8 system that supports touch. However, the author believes that if Microsoft wants to achieve brilliant achievements in the mobile field, it is best to gradually give up the Windows brand.

Of course, the change is very difficult. After all, there are still hundreds of millions of user groups in the Windows system. Without strong publicity, Microsoft cannot change the user's usage habits in a short time. In the past few years, Microsoft has been criticized for Windows Vista and Windows ME, but Windows 7 has given the company a reputation. Microsoft only offered Windows Vista to retailers in January 2007, which made the system miss the key Christmas season, while Apple was working hard to develop the iPhone and iPad. In addition, before the rise of netbooks and the increasing popularity of mobile devices, Windows Vista has generated hardware compatibility issues, and the experience on some laptops is very bad, which has a permanent impact on the reputation of the Windows brand, and led to Some users are away from Microsoft.

Paul Thurrott, a long-time follower of Microsoft's observer and Supersite for Windows writer, pointed out: "Microsoft's excessive use of the Windows brand has made its influence far less than before." I hope that Microsoft will use Windows names as little as possible in the future, but I estimate that Microsoft's next-generation operating system will still be named after Windows. <;

Turot also said that if Windows 8 is a separate operating system, its new user interface and software platform will be difficult to have great development opportunities. For Microsoft's Windows RT system, Turot believes that it may gradually evolve into "Surface", and Microsoft's stay away from the Windows brand can stimulate consumers' desire to buy.

Windows 7 is a stable and popular Windows system, but Windows XP and other versions of the system in terms of security and stability, but it is difficult for ordinary users to have confidence in Windows. Company users need to install a firewall to ensure network security, and ordinary users face the same problem. If you want to protect Windows, end users will have to bear the burden of maintenance and anti-virus software updates. I have supported the operation of a large US investment bank. There are often end users of Windows laptops asking: “Why can't I do this?” Like Android, Windows also remains open, which makes applications and other applications Equipment is often compromised and needs support.

The negative impact of Windows has led consumers to start looking for alternatives, and the iPad is a good choice. In the “post-PC era”, the iPad has already affected PC shipments and drastically slowed the cycle of consumers upgrading PCs. Today's PCs are very powerful and have been able to meet the diverse needs of consumers, allowing consumers to retain their old hardware for longer. In addition, cloud services do not require high hardware or even local storage space, which has a negative impact on PC upgrades. At work, people often have to use Windows devices for various reasons, but when they get home, they prefer devices that are simple to operate, have longer battery life, and support touch operations. Of course, not everyone will use an iPad instead of a PC, but for many people, the iPad is enough.

In 2002, Microsoft introduced a tablet computer, but due to weight and hardware limitations, the device responded poorly. Microsoft has integrated the desktop mode and touch operation mode in the Windows 8 system, which meets the needs of the PC market while also balancing the tablet field. Although Microsoft said "doesn't affect the user experience", if you are a senior Windows user, you still need some adaptation time.

In this regard, the brand has become a key factor. Like Windows Vista, end users, evaluators, and analysts have mixed reviews of Windows 8. If the operating system that supports the tablet is not named after Windows, then everyone may be more tolerant of it, and if you name it by Windows, everyone's expectations will be higher.

To make the Windows brand more complicated, Microsoft has also introduced Windows RT for tablets based on ARM chips. The system supports the traditional desktop mode, but does not support older versions of the application. For end users, Windows RT doesn't make much sense, they combine the Windows brand with a common look and feel. However, when comparing the Windows RT version of Surface with the Windows 8 version of Surface, the Surface tablet and its brand have received great attention, and Microsoft may be able to take full advantage of this.

Since the Windows brand is not well recognized in the tablet world, it is difficult to convince consumers to choose a Windows tablet instead of an iPad. According to data provided by market research firm NPD, since Microsoft introduced Windows 8 in October, hardware shipments supporting Windows systems have decreased by 12% compared with the same period of the previous year, and so far, "tablets on Windows 8 devices" The total shipments accounted for less than 1% of total shipments. (NPD data does not include shipments of Surface tablets.) Windows 8 tablets have a low initial sales volume. If Microsoft does not use Windows to name it, can its shipments be better?

Tracking Microsoft Wes Miller, the latest analyst on Directions on Microsoft, said: "I think it's a huge adventure to use other brands to replace Windows." In any case, Windows brings value to Microsoft. "However, the Windows brand has created value for Microsoft in the field of mobile devices, which still needs to be carefully evaluated. Microsoft is challenging this, so Windows is both a challenge and an opportunity.

ZDNet website All About Microsoft blogger Mary · Mary Jo Foley believes that it is difficult for Microsoft to gradually give up the Windows brand, which is too costly. Therefore, I can definitely say that Windows Phone will not be the last batch of Microsoft devices named using Windows. ”

Frey's point of view may be correct, because Microsoft will not give up the name of Windows. Currently, the Windows 8 kernel already supports Windows Phone 8 and will support the upcoming Xbox version. In addition, Microsoft is also testing a project called "Windows Blue" that is intended to enhance the compatibility of 7-inch and 8-inch devices as part of the Windows system annual upgrade plan. There are rumors that in the future, Microsoft will still use the Windows name in the traditional desktop operating system, but in other devices will gradually open the distance between the Windows brand and the average consumer.

Microsoft plans to develop the Surface tablet and Xbox into an ecosystem similar to Apple's iOS, which is expected to further reduce the impact of the Windows brand. Focus on the development of Surface hardware products, allowing OEMs and business users to keep in mind the Windows brand, while the Surface brand can focus on the consumer sector. Poor products and hardware from PC makers have hurt the Windows brand, and if Microsoft wants to phase out the Windows brand, it certainly doesn't want consumers to connect it to other new products.

Despite all the difficulties, it is not without opportunities. Microsoft has had successful experiences. The Xbox 306 has only been available for 7 years, but it has become a well-known brand and has become more and more influential. Microsoft hopes to expand the reach of Xbox beyond the game and add Xbox music services and other streaming content. Xbox may not be the best choice to replace the Windows brand, but everything is possible.

There are many devices that can replace Windows products. Consumers are no longer pursuing products that are familiar and compatible. Convenience and experience are the most valued consumers. Microsoft's business needs to change from its roots, and Surface is just the beginning.

Windows is a key product in the era of Gates and Ballmer, but it is not 1995, it is time to withdraw from the market.