How Microsoft Can Save $300 Million Dollars

Three hundred million dollars is the approximate value of Microsoft’s new advertising campaign to promote Windows Vista. Jerry Seinfeld will pocket in the neighbourhood of ten million dollars for his efforts. The figures are only in the millions but it does bring to mind Senator Everett Dirksen’s comment about spending. Senator Dirksen said: “A billion dollars here and a billion dollars there - pretty soon you’re talking about a lot of money”.

Unfortunately, the advertising campaign is not going to change very many people’s real life experience. Vista is simply a problem.

With all due respect to Mr Seinfeld’s comedic talents and communication skills, it will not change the fact that the computer user will run into problems with Vista. And it is no laughing matter, as corporations and individuals are discovering.

Microsoft needs to take a lesson from other companies and public figures that have faced public embarrassment. The first step is the admission of the problem. Microsoft would be acting in its own best interest if it made an admission of error. It can tell the public that it made a mistake and launched Vista too soon and with too many flaws. And, following that statement, it can reassure its customers that it will make Vista right. Planning on the introduction of Windows 7, in light of the problems of Vista, truly is insulting to customers. It is asking customers to spend on something ‘newer and better’ while the latest ‘newer and better’ is creating problems.

The public can be forgiving of an honest admission of error. It is less forgiving of trying to cover that error by presenting slick commercials and by asking for additional spending. People are not anticipating Windows 7 with great excitement. Many people are going back to Windows XP. The patience of the public does have limits.

Admission of the problem is the first step. Instead of a three hundred million dollar advertising budget, put that money into resolving the problems. Make the corrections very public. Have a web site that is not just a sophisticated advertisement or tech-speak for experienced users. Instead solve the problems that ordinary people are having. Post to a “making it right site” about Vista. Post daily and post often. Make navigation of the site easy. Advertise the process of “making it right”. Make it understandable to experienced users who want to tinker and the computer user who just needs to have the computer do some necessary work.

Three hundred million dollars buys a whole load of knowledgeable people to problem solve. It would be a step in saying to the Microsoft customers that their concerns are heard and are being addressed. Right now the predominant message is ‘you might be having problems but the product is wonderful’. And that is an astounding lack of respect for what the customers have been and are saying.

Catherine Forsythe