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Exciting and euphoric are not two words I would use to describe for Microsoft.



The fact that this clearly staged euphoria was manufactured for public consumption, note the presence of TV cameras, is a sign that Microsoft means business. I guess If you can't beat them you have no choice, but to join them.

Clearly, Microsoft understands that Apple is onto something and believes it can succeed if it provides a facsimile experience at retail.

I understand how excitement could be faked at the opening for the media, but finding people who can demonstrate passion, excitement and charisma is not going to be easy.

There's something deeper at work in the Apple store, something than can expressed in store design and that's the thing Microsoft's going to have such a hard job copying. 


Posted by Ed Cotton The Redmond giant seems to have Google firmly in its sights as it looks at developing its business over the next few years. It's Bing search engine seems to have done something none of Google's rivals have managed to do and appears to have traction. It will be interesting to see if it can maintain momentum after the hype and marketing buzz die down. However, it appears Microsoft are prepared to spend big to make sure it has a serious rival to Google. Apparently, the company is prepared to spend between 5-10% of its operating income over the next five years on improving its search business.

It will be fascinating to see the Google/Microsoft duel play out and it looks as if Microsoft has maybe gotten Google worried.




Posted by Ed Cotton Given the cult of cool around Apple's leader Steve Jobs, it might have been safe to presume that he is leading the search war with bitter rival Bill Gates of Microsoft.

According to Google that doesn't appear to be the case and despite Apple continuing to grab the headlines, Microsoft's Gates is a more popular search term. Despite  Bill's semi-retirement he still has iconic status.

Perhaps, Microsoft needs to remember this!



Posted by Ed Cotton The news of Microsoft’s new vintage made its way onto the pages of the Financial Times, not a new operating system, but some wine it had ordered from a South African winery.

Although it sounds as if the Redmond giant is diversifying into arenas, it knows nothing about; instead, the branded wine is rather a smart move.

For the last couple of years, fellow marketing blogger Hugh McLeod has been doing the web PR for a South African winery called Stormhoek. To get the wine talked about Hugh has hosted blogger dinners and this is where the connection to Microsoft came from.

Storkhoek created the wine for Microsoft called it Blue Monster, gave it a tagline “change the world or go home”. The wine isn’t sold to the public and is only available to employees and at Microsoft hosted events.

For a while, Microsoft has struggled to find a right way to pitch itself in many of its corporate efforts. Many times the efforts appear disconnected. A real problem for big companies trying to use television commercials with some sensitivity, there’s always a danger of appearing overblown.

The wine is the perfect antidote.

Here’s why.

1.    It shows they are connected to the world of conversations that are happening through blogs- Hugh is somewhat legendary to the blog wonks in the know.

2.    It’s an unusual tactic, it has talk value because it’s not something you would expect the company to do.

3.    It’s got a sense of humor- The Blue Monster is fun

4.    It’s got desirability-employees and others will want the wine.

Although the top brass has sanctioned this, it didn’t come from them and its all the better for it.

I don’t believe the wine was pre-tested.



Posted by Ed Cotton Nokia and Microsoft now have armies of anthroplogists scouring the globe for insight into how people communicate and use technology.

She feeds results of her field studies to two dozen designers, engineers and strategists toiling in an unusual research lab on the Microsoft campus. Awkwardly dubbed the Mobile and Embedded Devices Experience design center, or MEDX, it is where Microsoft plots strategies to sell souped-up cellphones that act a lot like PCs."

USA Today

Despite all the collective wisdom and intelligence of these armies,they haven't inspired their designers to create anything as captivating as Apple's iPhone.

Is it because they are looking at what is, rather than imagining what could be?


Posted by Ed Cotton