Blowin’ in the Windows 10- Examining Microsoft's product launch

Blowin’ in the Windows 10- Examining Microsoft's product launch

After the Windows show

Microsoft has given so much attention to the launch of its latest operating system Windows 10, the subsequent product launches have felt anticlimactic. The emphasis on software over hardware is interesting, it’s almost impossible to get consumers as excited about an operating system as a shiny new device, yet Microsoft have taken the decision to do so. Most consumers and businesses will be aware that a new Windows 10 system is here, but understanding what that means is another matter altogether. For Microsoft to be a success they need to have a strong presence as a brand that is strong in all areas but too often hardware feels like an afterthought.


Playing the price game

The new flagship devices from Microsoft are considerably cheaper when compared to the Apple and Samsung handsets. Whilst the devices match up comparably in terms of pricing with the likes of Sony, it’s an acknowledgement that Microsoft isn’t a brand with the same modern gravitas as the world’s two biggest mobile manufacturers. They obviously feel that it can stand on its own, but whether the consumer agrees is another matter altogether.


Changing of the guard?

There was a time not too long ago when it seemed incomprehensible that Microsoft wouldn’t be considered as one of the primary entry points for consumers engaging with technology. But thanks to the rapid development of app based technology and the relationships that Facebook and Google now possess with consumers, Microsoft has found itself pushed ever further back from its audience. Sure, it still has billions of legacy systems to fall back on, but the days of Internet Explorer and the ‘Start’ button feel very far away. The brand has been bold in attempting to find new form factors to engage with customers, but only time will tell whether these prove to be successful.



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