In an article in the WSJ today ‘Microsoft Upgrades Surface Tablets’
Tuesday September 24, 2013, Microsoft shows it’s lack of marketing leadership by refusing to under stand the market. By opening retail with partners with Best Buy and Staples and trying for a more general market what Microsoft misses is the fact that the market that wants these devices and willing to pay a premium aren’t the people that drive 30 miles to beat their child inside the local Wally world. They take a device that could be really cool and treat it like something it’s really not. They target iPad’s and other tablets but try to market it like a my old 74 gremlin.
What Microsoft needs is design and a morning of electroshock therapy for it’s marketing team. Just a brisk dose of reality which should include forcing the marketing team to shop in Wall Mart or Best Buy or any other place that they send ‘the help’ to go shopping for them. Instead of marketing the device in the 30 plus stores they have nation wide, and spending the money to run them they would have been better off giving devices away to children in rural areas. Microsoft took in $850 million in revenue but took a charge of $900 million and change this year. Yes they spent a space program and lost money. That’s just the devices and I can’t wait ’till this think tank group reports the advertising budget. The genius that runs the marketing department according to the article in the WSJ said “Limited retail presence hurt sales.” Oh yes and you would have thunk it maybe before you did the release. Just give me the $50 million you lost for your shareholders and I would have saved you the 850 million BEFORE you released it. Microsoft doesn’t even remember how they invented themselves. They showed the product at colleges and universities and got windows going.
It’s not that different. I was at SLC Comic Con.
They had lots of floor space they had places to sit, but where was the cool? They seemed confused in the marketing approach. They try to be everything to everyone and they lose. Maybe they should know by now that people don’t want ms-word anymore and it’s not a selling point really. They are chasing an older market in a really fast-moving high tech world. Early adopters are younger and they tend to show the older what is neat and cool. Sales forces only have time for what works and corporate suit types are the last to know. From what I see, the main problem
is that Microsoft wants to sell you a Lexus in the Wall Mart. Good luck.