Even Large Companies with Enterprise IT Software Offers Make Costly Product Marketing Mistakes

Large companies with a major commitment to enterprise IT software markets are far from immune to the risk of costly mistakes in product marketing. We read with significant interest an article in the August 29, 2012 Wall Street Journal, Microsoft’s Mobile Moment: Will Consumers Buy In?” (http://online NULL.wsj NULL.com/article/SB10000872396390444914904577617801181373944 NULL.html?mod=WSJ_Tech_LEADTop). We were keen to read this article for four reasons:

  1. We have an investment in Microsoft®
  2. We have a subscription to an Office 365 E3 Plan account
  3. A major client of ours is a business headed by a Microsoft MVP with a great offer for users of Microsoft SharePoint
  4. and, finally, We are looking forward to purchasing a Windows 8 Phone

The last of these reasons, in fact, is the crux of the product marketing problem, as we see it, for the current Windows 7 phone. Simply put, we can’t move forward on a Windows 7 phone (though we would like to, given the rave reviews we’ve read about the camera on the phone, not to mention what has been characterized for us as a superior user experience) as there is no upgrade path short of buying a brand new phone from Windows 7 to Windows 8 technology. Just in case you are not aware of this factor, here’s a link to blog post written by Kevin Parrish and published on March 3, 2012 on the tom’s Guide blog, Windows Phone 7’s Upgrade to WP8 Apollo Now Unclear (http://www NULL.tomsguide NULL.com/us/Windows-Phone-7 NULL.x-Windows-Phone-8-Upgrade-Windows-8-apollo,news-14348 NULL.html). We just now confirmed the continued accuracy of the information Mr. Parrish relates through a call to our local AT&T retail store.

We need to note that Microsoft’s plan with regards to introducing a radically different O/S for the Windows 8 Phone, one that necessitates a change in hardware, is, ostensibly, a poor decision. The parties that must absorb most of the brunt of this problem are the end consumer (who is stuck with a dead end phone if he/she opts for a Windows 7 phone), the carrier (who can’t build out the subscriber base for this technology prior to the release of the new Windows 8 phone), and, of course, Microsoft itself.

An additional marketing negative that emerges from all of this is a sense that Microsoft needed to urgently enter the late 2010 smart phone market with the Windows 7 phone and, subsequently, ungracefully manage a major platform transition to catch up with Apple and the Android competition. All told, the whole Windows 7 phone vs Windows 8 phone is not a pretty sight to behold.

If your business needs a renovation of your management team, we can help you identify the talent you need for marketing and sales. As well, we can provide you with resources that can perform required functions for you on an interim basis. These services are priced on a case by case basis. Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion about how we may be able to help you better navigate the waters of your business launch. You may also email Ira at imblonder@imbenterprises.com.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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