Quantcast
Channel: Observatory » tablets
Viewing all articles
Browse latest Browse all 12

Microsoft’s new ads: beating a dead horse

0
0

Hail Microsoft, the King of PCs.

It’s easy to understand why the company clings to its “PCs forever” strategy, even after every major Windows PC maker has suffered slumping sales due to the tablet revolution.

It’s actually a form of corporate addiction. When you’ve built a huge global powerhouse based on one strategy, it’s hard to stop.

When trouble brews, the reaction can be reflexive: “let’s go with our strength.”

So now, in its three new ads for the Surface tablet, Microsoft once again goes with its “strength.”

While it previously fell short by comparing Surface to the iPad, it tries again by comparing Surface to the MacBook Air.

Because, as we all know, what the world really wants is a tablet that feels like a PC. Complete with keyboard and Office software.

In hardware, software and advertising, “being a PC” has been the thrust of Microsoft’s argument since the first Surface surfaced.

A questionable strategy, considering the biggest reason people buy tablets is that they are not PCs.

While millions around the world leave memories of PCs behind, Microsoft can’t bring itself to do that — because to deny the value of PCs is to deny its own value.

But it’s only that way because Microsoft keeps making it that way.

When faced with the heavy buzz generated by Apple’s Mac vs. PC campaign, Microsoft responded with the feeble I’m A PC campaign.

It claimed then, as it claims now, that PCs remain our past, present and future.

And it continues to play the PC card with Surface.

Unfortunately, that’s a card that doesn’t even exist in a lot of decks anymore. The more Microsoft holds the line, the more out of touch it appears.

I get why a company clings to a strategy when it’s winning. What mystifies me is why some companies cling to a strategy when they’re losing.

If Microsoft’s idea from the start was to make Surface different from other tablets, it has certainly succeeded in doing that. So far, this product line has run up a loss of $1.7 billion.

Microsoft is looking like the politician who refuses to acknowledge a mistake for fear of looking “weak.” Maybe that’s because former political strategist Mark Penn is now head of strategy over there.

Rather than rethink a strategy that hasn’t worked, Microsoft has chosen to double-down on the PC idea. Again.

Maybe if they say it often enough, the flock will return to the fold?

Well … you first.

You can see the other two commercials in Microsoft’s new campaign here and here.


Viewing all articles
Browse latest Browse all 12

Latest Images

Trending Articles





Latest Images