The Microsoft Cloud Promotional Campaign Debuts Without a Formal Introduction

Microsoft has debuted a new promotional campaign, ‘The Microsoft Cloud’. This campaign is targeted to the core of Microsoft’s customer base — enterprise business. The campaign includes a highly integrated set of customer testimonials, position statements, and presentations of components of the solution.

This campaign launched with little formal fanfare, breaking with what has come to be Microsoft’s “typical” approach to introducing a new set of marketing concepts. So the campaign has, to date, successfully avoided the usual critical reaction from popular media. Of even greater importance, rather than foisting “Microsoft’s” version of popular computing concepts, this campaign simply starts with a familiar presentation on cloud computing and merely brands it as “Microsoft’s” cloud. The campaign breaks further from the recent past with a very clear focus on enterprise business prospects and their need for hybrid clouds, which amount to an integration of on premises computing systems –SQL Server, Windows Server– with Office 365. Promotional content is highly integrated with product presentations juxtaposed with client testimonials and even success stories.

The theme of the campaign includes four components:

  1. Insights
  2. Productivity
  3. Social
  4. and Platform

1) Insights

Insights amount to analytics, and include Microsoft’s BI offers, CRM, and Power BI for Office 365. But on premises BI solutions, including SQL Server 2012 and SQL Server 2014 are also promoted. Microsoft’s new embrace of 3rd party computing platforms (for example, the announced port of Office to the Apple iPad device platform) is represented in the Power BI presentation with a presentation of how Power BI can be connected to SAP Business Objects.

2) Productivity

The “Productivity” presentation is all about Office 365, with no mention of SharePoint anywhere in at least the first 4 screens I reviewed. There is no on premises solution included in this plank of the Microsoft Cloud solution. But there is a section devoted to the “Office 365 Trust Center”, ostensibly to persuade enterprise prospects on the security of the Productivity computing platform.

3) Social

Once again, I found no mention of SharePoint within the first few screens of the “Social” presentation, which is filled with a lot of information about Yammer, and a new set of “Social CRM” capabilities, which are built on the CRM product.

4) Platform

The last plank of the solution, Platform, is a lot about Azure, but also very much a position statement on the notion of “hybrid cloud”.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved

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