10 things Microsoft did right in 2009
The year 2009 was pretty good to Microsoft, even as the weak economy ravaged sales. Microsoft actually did a few things right. For now, I present the list of 10 things Microsoft did right in 2009 — in no order of importance. They’re all important. Microsoft:
1. Flawlessly launched Windows 7. There’s a metaphor somehow in Microsoft launching Windows 7 during the 40th anniversary year of the Apollo moon landing. Microsoft’s precision reminds of NASA sending man to the moon. While the human risk wasn’t as great and many of the engineering challenges were far less than Apollo 11, Windows 7 needed perfect launch and delivery, from testing to release candidate to volume licensing availability and retail release. Microsoft pulled it off.
It’s clear that Microsoft re-engineered the engineering process. The mistakes that led to overlong development of Windows Vista, the dumping of well-publicized features and late delivery (How could Microsoft miss Holiday 2006?) didn’t reappear. Microsoft successfully executed a taunt development schedule, improved performance in the right places (like startup and wakeup), made better the user interface and insured that most drivers would be available for popular devices.
Microsoft’s success was as much about managing perceptions as developing and delivering a good product. The company clearly worked the blogs that Microsoft influencers, IT managers and some consumers read, as well social networks and forums they might participate in. Early positive reviews and some kick-ass “Laptop Hunters” marketing helped Windows 7 to pull free from the negative reaction gravity that kept Windows Vista from achieving escape velocity.
2. Opened retail stores. Coordinated with Windows 7′s launch, Microsoft opened retail stores in Arizona and California and a café in France. The stores are a first step that will need many more to follow. During his Consumer Electronics Show 2009 keynote, Microsoft CEO Steve Ballmer said that companies most likely to succeed after a recession make investments during one. Retail stores are one such investment. Apple opened its first retail stores during the 2000-01 recessions. Microsoft’s situation and timing remind of Apple in May 2001, for starters during a recession. Microsoft’s retail strategy will require commitment, if necessary, including running stores at losses for their greater marketing benefit.
3. Offered crapware-free PCs. Microsoft started selling Windows 7 PCs through its online and brick-and-mortar stores in October, free of the preloaded software — crapware — that can bog down the performance of even a new system. It’s an important change to giving Windows 7 PC users the experience Microsoft engineered out of the box.