Dear Microsoft. I doubt you’ll listen to me, but perhaps you’ll listen to these folks:
I think Microsoft needs to take a lesson from Donny Osmond and BMW Group. Bear with me as I explain.
When BMW wanted to bring out a different, sportier version, they bought a brand and did not taint their more “corporate, expensive” brand of BMW. Mini Cooper. This brand is hipper, cooler and all that.
When Donny Osmond wanted to release a new album, they knew his name was such a kiss of death that DJs would not play his music and listeners would not listen. So they intially released his album without telling anyone who it was.
What do both of these have to do with Windows 8 and with Microsoft listening?
Firstly the young generation that Microsoft wants to aim at, the brand of Microsoft is the kiss of death. Apple is cool. Google is hip. Microsoft is… well stuffy BMW. Expensive and big.
I can see how Windows wants to be hipper, cooler, Metro-ish, following Apple and Google. But in doing so it’s soooo jarring in the metro interface to flip over to the Windows gui in the background. It’s like getting inside a Mini Cooper and 1/2 way through the drive, the car flips over to BMW and the ride changes and you go whoa, what happened?
Microsoft is trying to build a Mini Cooper on top of a BMW. They are trying to do it by announcing ahead of time that they are Donny Osmond. No matter what pundits you see in the news that say that Windows 8 was released to rave reviews, that’s not what I’m seeing in the rank and file.
Listening to the final session of the MVPnation where they are talking about tablets and Windows 8 and they are saying that when Microsoft is coming out with all these new keyboard shortcuts, it’s not going to happen with users. Mouse on desktop HAS to be better than what it is now. I can see Metro on a tablet platform, but on a desktop, it’s painful. I’m going to wear out the Windows key on the keyboard at this rate.
Microsoft it appears you are chucking out all of your BMW owners just to chase after car owners you don’t have.
You almost need to keep building that BMW model and come out with a Mini Cooper one. Then don’t tell anyone it’s you. BECAUSE it’s Windows, and BECAUSE it’s such a jarring change, but not a jarring change once you get under the hood a bit, you need to come out with a different name, only on tablets and be a Donny Osmond and don’t tell us it’s you.
Bottom line, a lot of churn right now.