The Hindu Business Line : Microsoft once again targets end-users

Chennai, April 25 What happens when a horse (more likely a mare), meant to carry grooms to weddings, is enrolled to run on a race course? It cannot run. This is what happens when pirated software runs (rather, does not) on one’s computer, was the message Microsoft wanted to convey to end-users like you and me.

The campaign, launched early this year, marked Microsoft’s return to end-user focused advertising — over a decade after it put a pause on such campaigns. Like many others, the software giant has been stoic in its advertising, choosing to focus on value and productivity — something that would impress a technology savvy person, but not someone who was using a computer for routine, uncomplicated tasks.

“Ten-twelve years ago, we targeted applications like Office at end-users. These people told their companies, ‘Give us Microsoft Office at work.’ We want to do the same in India now,” says Mr Sanjay Manchanda, Director, Microsoft Business Division. The company’s activity, featuring the Office 2007 as part of the ‘New Day New Office’ campaign, aims to do this.

Makeover contest

A recently launched makeover contest asked the public to write and tell Microsoft why they wanted a makeover at their workplace. Selected candidates will get a Microsoft Tablet PC loaded with Vista and Office 2007, an all-in-one printer and a Windows loaded mobile phone — all of which will be customised to his or her requirements.

“We want to look beyond technology and see what people’s aspirations are. We will then point out what our solutions can do to help them realise their aspirations,” says Mr Manchanda, defining the reason for the campaign.

This is the first time Microsoft has come out with such a concept in India and over 3,000 people have registered for it. Most people want easy-to-use solutions which can link various processes of their daily workflow. Others want single-click access to all their work. The company will showcase how Office 2007 can address most of their queries.

But why choose a product that was launched last year along with Vista? Is it because, like Vista, Office 2007 too did not see much uptake then? “No. Office 2007 has seen uptake. But people did not realise this was a new software. They thought it was an upgrade, something we do every year. It is not so,” Mr Manchanda says.

Office 2007

Unlike earlier versions, the file format for Office 2007 is based on open XML. Users can now use it as a front-end to access applications such as SAP’s ERP or a CRM function. It can handle processes such as document approval, expense accounting and leave approval.

An eye-catching feature of Office 2007 is the ‘Ribbon’, a fluid toolbar that changes as and when one uses an application.

For instance, if one tries to draw a table, the toolbar automatically changes to show various table-related options — colour, font, formatting and picture insertion. Once finished, the toolbar changes to the current application.

Depending on usage patterns, the ribbon shows the appropriate options. If one has been using blue colour in the table, the next time one choose the table option, the tool bar will automatically change, displaying the blue colour option.

Following this campaign, Microsoft plans to make more use of the digital medium for its marketing through regular trials and hosted trials (where users can try out the software online without downloading any software to their computers).

More Stories on : Software | Advertising

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
India becomes 2nd largest mobile market in the world

TRAI wants 3G auction limited to existing players

Indian Oil retail outlets will market Airtel products

Tax sops for SMEs: Raja seeks PM’s intervention

Microsoft once again targets end-users

GSM operators pitch for faster 3G rollout

Fixed line phone tariffs likely to come down

Bharti’s Q4 net rises 37% as subscriber base widens

Infosys official to head Hysea

Modular's new Shree-Lipi version