Microsoft prepares rethink on Windows 8 flagship software
May 7, 2013 5:02 am
Why you would click a button labelled “start” to turn
something off has never been entirely clear
By Richard Waters in San Francisco
Microsoft is preparing to reverse course over key
elements of its Windows 8 operating system, marking one of the most prominent
admissions of failure for a new mass-market consumer product since Coca-Cola’s
New Coke fiasco nearly 30 years ago.
“Key aspects” of how the software is used will be changed
when Microsoft releases an updated version of the operating system this year,
Tami Reller, head of marketing and finance for the Windows business, said in an
interview with the Financial Times. Referring to difficulties many users have
had with mastering the software, she added: “The learning curve is definitely
real.”
Analysts warned that changing course would be a
significant admission of failure for Steve Ballmer, chief executive, who called
the October launch of Windows 8 a “bet-the-company” moment as Microsoft sought
to respond to the success of Apple’s iPad.
“It’s a horrible thing for this to happen to your
flagship product – he’ll take a hit for that,” said Mark Anderson, an
independent tech analyst. “But he’s also responsible for a renaissance inside
the company. There’s a level of risk and creativity going on that would never
have happened two years ago.”
Richard Doherty, analyst at tech research firm
Envisioneering, said: “This is like New Coke, going on for seven months – only
Coke listened better.” Coca-Cola dropped its New Coke formula in response to a
consumer backlash less than three months after launch.
Windows 8 was an ambitious attempt to update the personal
computer for the tablet era by moving to a new touchscreen interface based on
colourful tiles, hiding the “desktop” launch screen familiar to white collar
workers and consumers around the world.
The combination PC and tablet software was widely panned
by reviewers and has been blamed by some analysts for worsening the slump in
sales that has rocked the PC industry. Even before its launch, Tim Cook, chief
executive of Apple, said Windows 8 would be like combining a toaster and a
fridge – something that, while technically possible, was “probably not going to
be pleasing to the user”.
Ms Reller refused to reveal details of the changes
Microsoft would make to Windows 8.
However, the clamour from reviewers has become
overwhelming for a return to a more familiar PC interface. Ms Reller said PC
users had faced difficulties adapting to the new software.
Pressure has been building for Windows 8 PCs to launch
the familiar desktop view when turned on – and to bring back the “start” button
featured in the lower left corner of the screen in previous releases.
Microsoft has also admitted to a range of other slips
with the launch of Windows 8, including failing to do enough to train retail
staff and educate potential customers about the new software, as well as not
focusing all of its financial incentives behind the touchscreen PCs that show
off Windows 8 to best advantage. “It’s very clear we could and should have done
more,” Ms Reller said.
Despite the slips, she said that Microsoft continued to
view the software as suitable for both PCs and tablets and that “customer
satisfaction with Windows 8 with touch is strong”.
Copyright The Financial Times Limited 2013.
Comments
Post a Comment