According to foreign media reports, The Verge, a technology information website, recently published an article saying that in the field of mobile computing, the brand is extremely important. Microsoft may have to phase out the Windows brand that has been in service for many years and its reputation has been damaged. The Surface brand has already caused preliminary Concerned, the Xbox brand has become a household name, and it is time for Microsoft to take measures on the brand. The following is the main content of the article: The Windows brand has been serving Microsoft for more than 25 years. Windows 1.0 was released on November 20, 1985, which laid the foundation for the next operating system that dominates desktop computing. However, with the rise of mobile computing, the paradigm of personal computing has also changed. Windows 8 wants to combine desktop OS with a new touch interface designed for tablets and smartphones, but Microsoft should gradually phase out the Windows brand in the mobile space. Change is always difficult, whether it is for the end user to accept, or let the big companies give up. Without strong publicity, it is impossible to change the products used by hundreds of millions of users around the world overnight. Over the past few years, Microsoft's large user base has experienced ups and downs, especially with regard to Windows Vista and Windows ME. In the years before Windows Vista was introduced, Microsoft experienced some ups and downs: Just as Apple prepared for the iPhone and iPad, Microsoft missed the key Christmas sales season, and in January 2007, it provided the latest version of Windows Vista to retail. Business. The change in Windows Vista has also caused some users to start moving away from Microsoft. Before the rise of netbooks and the increasing popularity of mobile computing, Windows Vista caused hardware compatibility problems and was running poorly on some notebooks. This experience may have a permanent impact on Windows reputation. Paul Thurrott, a longtime Microsoft observer and Supersite for Windows contributor, said: "Microsoft's abuse of the Windows brand has led to its prestige. I hope that Microsoft will be able to reduce the use of Windows names in the future. But I think the next generation of Windows 8 will also be called Windows. "Root believes that if it is an operating system alone, Microsoft Windows 8 new user interface and software platform will not have any chance, but Windows RT may gradually evolve into only "Surface". In some cases, staying away from the Windows brand can make a big difference in encouraging consumers. Windows 7 has recovered from the setbacks of Windows Vista, which is a stable and well-loved version of Windows, but the security and stability issues of Windows XP and other versions have permanently ruined Windows in the minds of ordinary users. Image. Your company may have a firewall to protect the network, but once the virus invades, this is not enough to ensure security. If you are a home user, the problem is the same, Windows needs to be protected, and the end user has to bear the burden of maintenance and anti-virus software updates. I used to support the operation of a large US investment bank. End users of Windows laptops often ask: “Why not?” “ Like Android in the mobile world, Windows has always been a very open operating system. The downside of this approach is that applications and other devices are often compromised and need support. In some ways, the negative impact of Windows has led consumers to start looking for replacements. iPad sales were quite good, affecting PC sales in the “post-PC era” and making consumers significantly slow down their PCs. PCs are powerful enough to keep older hardware for a longer period of time, especially as the increasingly popular cloud services don't require high levels of hardware or even local storage. The iPad is a replacement for Windows: in this world, people are forced to use Windows at work, but when they get home, they want to use a device that is easy to use, has long battery life, and has a natural touch interface. Although not everyone will replace the PC with an iPad, for many people, the iPad is enough. At the end of 2002, Microsoft had tried to test horizontal boards, but these devices were limited by weight and hardware, and they used a stylus instead of a responsive touch screen interface. After the introduction of Windows 8, Microsoft can integrate the advantages of these two interfaces. The user interface with touch control as the core makes the tablet simpler, and the desktop mode can also be used for traditional keyboard and mouse. Although Microsoft claims "doesn't affect the experience", if you are an experienced Windows user, you still need some adaptation. In this respect, the brand is extremely important. Like Windows Vista, Windows 8 has received mixed reviews from end users, evaluators, and analysts who have invariably compared Windows 8 to other versions of Windows. If the operating system for the tablet is not named Windows, the reviewer may be more tolerant. As long as you name it in Windows, the expected value will increase. To complicate the brand's problems, Microsoft has also developed the Windows RT operating system for ARM-based tablets, which includes a traditional desktop model, but cannot use older versions of the software. Windows RT doesn't make any sense to end users, they connect the Windows brand to the common look and feel. Taking the Windows RT version of Surface and the Windows 8 version of Surface together, the Surface tablet and its brand have attracted a lot of attention, and Microsoft can take advantage of this. Convincing consumers to choose a Windows 8 tablet instead of an iPad is not an easy task compared to existing Windows brand awareness issues. According to market research firm NPD, Windows 8 hardware sales fell 12% from the same period last year after the launch of Windows 8. Tablet PCs accounted for less than 1% of Windows 8 device sales so far. ;, but the NPD data does not include Surface sales. The initial sales of Windows 8 tablets are bleak. If there is no word for Windows, will sales be better? Regarding Microsoft's every move, Directions on Microsoft analyst Weiss & Middot; Wes Miller said, "I think it is definitely an adventure to replace Windows with other brands. Both good and bad, the Windows name brings value to Microsoft. "Although this value is controversial in tablet and mobile computing, as Microsoft moves in this direction, Windows is both a challenge and an opportunity. ZDNet website All About Microsoft blogger Mary · Mary Jo Foley said: "I think it is not only difficult and costly for Microsoft to gradually move away from the Windows brand. In other words, I'm sure that Windows Phone is not the last batch of devices from Microsoft or third parties that run Windows variants and include the word Windows in the brand. & rdquo; Frey may be right: Microsoft does not even have to completely remove the Windows name. The Windows 8 kernel will support Windows Phone 8 and the upcoming Xbox version. Microsoft is also promoting a project code-named Windows Blue. This upgrade is designed to improve compatibility issues for 7-inch and 8-inch devices. This is also the Windows system annual upgrade plan. a part of. We have heard that Microsoft's traditional OS will continue to use the name Windows 8 for a foreseeable future, but the transformation in other areas will open the gap between the Windows brand and the average consumer. Microsoft's Surface hardware and its plans to develop the Xbox into a platform like iOS can further reduce the importance of the Windows brand. The future focus on Surface hardware can make the Windows brand a recognition mark for OEMs and enterprise users, while the Surface brand can focus on consumers. Notebook and desktop manufacturers have tarnished the Windows brand with poor products and hardware. If you want to phase out Windows long-distance running, Microsoft doesn't want consumers to connect it with these products. Hope is ahead. It's very difficult to build a brand new brand, but Microsoft has a successful precedent: the Xbox 360 game console has only been available for seven years, but the Xbox has become a household name and increasingly popular. Microsoft is expanding Xbox beyond the game, adding entertainment services such as Xbox music and other streaming content. Xbox may not be the best choice to replace Windows, but anything can happen. There are many options in front of Windows, but it is clear that according to current trends, consumers no longer have to buy familiar or compatible devices. Convenience is the king, and experience is the most important. Microsoft's business faces some fundamental changes, while Windows-compatible devices. Microsoft's business faces some fundamental changes, and Surface is just the beginning. Windows is the backbone of Gates and Ballmer, but it's not like it was in 1995, it's time to retire.