Microsoft Watch – Marketing – Why the ‘Mojave Experiment’ Fails
The “Mojave Experiment” is conceptually a fresh marketing effort—at least for such a lame marketer as Microsoft. But after looking more closely at Mojave and reviewing Microsoft Watch reader comments, I have to call the experiment perhaps the worst kind of marketing.
In response to the author and those commenting on his article on why I think Mojave is not the preferred way of selling your product to your users is that it assumes the fact that “lots” of people don’t like vista because they haven’t seen it. I watched the video online and initially was impressed that they found that many people with such a strong opinion of the OS that weren’t in IT. That says a lot about the failure to relay what the benefits of the OS are to the user base. This happens I believe because for the last 15 years Microsoft did not have to relay what the benefits were to users, there was no choice, you bought a machine you need a new OS. Linux and Mac OSX are only gaining a little traction now because they have fought to tell the story of why their OS is preferred. Mac OSX more than linux of course, but I think linux has come a long way in the past 3 years, and the mac has sold viewers “it just works”. What does? no one really knows but “it” just works. For an established champ like windows that should be it’s mantra, instead we get the blue screen of death, or security / virus comments, anything but it has more software than any other OS and runs on more manufacturers. Though that strength has played into a weakness in a failure to have partners deliver rock solid integration. We’re back to a positive slant in apple commercials again, we build it all and it just works… but enough of that. Mojave is bad advertising, if your the one duped. If you had no opinion then it might work to sway you toward looking at it. If you had a strong opinion then your angry that they did that to other Vista bashers, and if you love vista, then you’ll like mojave. But which of those classes of viewer/users were they really after?
