Microsoft – Too brute a force

Microsoft has loads of money but no clue how to use it. 

• Paying developers to write applications is a well-known tactic for those trying to prop up an ecosystem that is not faring as well as it should.
• Microsoft has backtracked on a long held policy and is now offering developers $100 per application for each Windows 8 or Windows Phone app up to a total of 10 apps per system.
• This has been running since March 8 and will continue until June 30 but is only available within 50 US states.
• This is a clear sign that Windows 8 and Windows Phone 8 is faring far worse than had been hoped and that one cannot blame it all on the economy or Apple.
• Nokia has done this in the past for Symbian as well as many others who have tried to support ailing ecosystems.
• It has never really worked and I suspect that it will not work again here.
• This is mainly because, a lack of applications is not what I believe is hurting the take up of Windows 8.
• Microsoft, in its typical bull-in-a-china-shop approach, is just throwing money at the problem and hoping that it will go away.
• This is just the same as its marketing strategy around Windows 8.
• It has made a few funky advertisements, bought lots of bill boards and tried to build awareness of Windows 8 but it will not work.
• This is because everyone is already aware that Windows 8 exists, it is just that they have no clue why they should buy it.
• With Windows 8, the Microsoft standard if-we-build-it-they-will-come marketing approach will not work.
• This is because it is the way in which Windows 8 delivers digital life to the user that makes it great.
• However, Microsoft doesn’t seem to think that this needs to be demonstrated to potential users.
• Somehow, deep down, I am not convinced that it cares that much.
• It will take off eventually and, while Mac OS does not seem to making much further impression on the PC market, those sales will come to Microsoft sooner or later.
• It is the device makers that this will hurt more than any.
• The likes of Nokia, HPQ, Dell and Acer don’t have forever for this to work as they are not sitting on a huge cash pile and 90% market share.
• Hence, as Microsoft does not seem to care when Windows 8 takes off, it is they that must set the marketing agenda to accelerate user acceptance and delight.