Date: October 25, 2012
Today, Microsoft kicked off the launch of Windows 8, it's next generation operating system, with a big event here in New York City out on Chelsea Piers. Quite a locale for a company that is struggling to keep it's stronghold in the computer marketplace given the increasing competition from Apple and it's newest operating system, code named Snow Leopard. Since the launch of Windows 7, however, the consumer marketplace has changed dramatically. While the computer market has greatly expanded, consumers are moving away from the Windows operating system at a higher rate. This move from the traditional Windows operating system by consumers in large part is a result of the growing usage of mobile devices - a market in which Apple and Google have effectively captured with the iPhone and Android. Now, Microsoft is forced to play catch-up. One way they're doing that with Windows 8 is positioning it as a single operating system in which the user can enjoy a unified interface across a range of devices from their desktops to their handhelds. Thus far, Windows 8 has been certified to run on over 1,000 different devices.
The overall theme of their marketing campaign is for consumers to "re-imagine Windows" in an effort to change the consumers' image of Windows as a single device operating system, usually their PC, and cast it as a system that can function on any device. The goal is to create consistency - applying the traditional user experience on their PC using Windows - and apply it to any device they choose to use (handheld, laptop, or tablets) One issue, analysts have noted, is that this can cause confusion for the consumer - for example, the tablet requires different Windows software than does a desktop computer.
Whether today's event generates enough buzz to help Microsoft catch-up to it's competitors remains to be seen. Reviews are generally positive, but are they too late?
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