Microsoft is preparing to launch Windows 9 in an effort to increase its market share, which has declined in recent years. It aims to have 15% of Windows users upgrade to Windows 9 within a year of its launch. Microsoft's strengths include its large market share of operating systems and strong brand recognition, but it faces threats including intense competition from open source software. It plans to promote Windows 9 through digital strategies, advertising, social media engagement and events over four quarters with a total budget of $6.4 million.
4. Strengths
No.1 operating system - Windows
Strong brand recognition
Strong revenue growth
Strong distribution channels
Weakness
Mature PC market
Struggled in mobile market
Bing is not worth a bean
Fail in Windows 8
Security issue
Opportunities
Cloud based services
Acquisition and investment
Diversified products
Windows 9
Threats
Intense competition
Open source software
Law/regulation issue
8. 55% Revenue from Enterprise
44% Revenue from North America
Revenue from Commercial side: 59.55%
9.
10.
11.
12. • Microsoft.com
support system
landing page
experience
• IT Pro tracker to
encourage active
participation
• Paid media with
major partner
• Email blasts
through CRM
systems
• Launch press and
media event
• Key conferences
for IT professionals
13. Windows 9 support
system
Dedicated to FAQs
Focused on empowering
IT Pros
To assist IT Pros in
assisting others in their
offices and lives.
Videos available for FAQs
Videos available to learn
new skills
Posted by Microsoft IT
Pros
Provide learning
experience
Assistance will be
available at the touch of a
button to those who have
additional questions.
14.
15.
16.
17. 9/30: Windows 9 Announcement
11/11 Windows 9 Release
5/1: Windows 9 Main Push Complete
Post Campaign: Elimination of all programs
with the exception of support system
9/1: Digital Strategy Production Kickoff
11/11: Microsoft Support System Launch
1/1: Microsoft Support System Maintenance
9/1: Creative Kickoff
11/1: Paid Media Launch
11/11: Email Blasts Launch
2/1: Paid Media Push Complete
2/15: Email Blasts Maintenance
9/1: Social Engagement Strategy Kickoff
11/11: Social Engagement Launch
1/1: Social Engagement Maintenance
11/10: Windows 9 Launch Event
5/12: MSFT Tech Ed NA
8/24: VM World
11/20: Tech Week LA
1/7: CES
9/1: Event production kickoff
18. Q1 Cost
(Sept-Nov)
Q2 Cost
(Dec-Feb)
Q3 Cost
(Mar-May)
Q4 Cost
(June-Aug)
Creative & Messaging $245,000 $110,000 $77,000 $77,000
Digital $949,440 $559,440 $419,440 $419,000
Advertising $240,000 $240,000 $190,000 $190,000
Social $210,000 $135,000 $135,000 $135,000
Events $1,500,000 $220,000 $220,000 $220,000
Total Per Quarter $3,144,440 $1,264,440 $1,041,440 $941,440
Total Spend $6,391,760
19. Number of
Impressions
Number of
Impressions
Purchasing
(estimated 20%)
Number of
People
Influenced
(estimated 20)
Estimated
Cost of
Purchase
($35/ activation)
Digital
Estimated ½% of IT Pros
29,821 5,965 119,300 $4,175,500
Advertising
Estimated 2% of IT Pros
119,282 23,857 477,140 $16,699,900
Social
Estimated 10% of IT Pros
596,410 113,882 2,277,640 $79,717,400
Events
Includes media impressions
600,000 120,000 2,400,000 $84,000,000
Total 1,645,513 263,704 5,274,080 $184,592,800
20.
21.
22. DESCRIPTION
Q1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Creative & Messaging
Development of a creative look and feel for the Windows 9
Launch Campaign
$75,000.00 $0.00 $0.00 $0.00
Creative team to provide graphic banners, email blast headers,
consumer landing experience graphics, social engagement
graphics, etc @ $25,000/ month
$75,000.00 $75,000.00 $50,000.00 $50,000.00
Development of brand messaging for the Windows 9 Launch
Campaign
$60,000.00 $0.00 $0.00 $0.00
Messaging team to provide taglines, copy, and CTAs for
landing experience, social engagement, digital strategy, etc. @
$15,000/ month
$35,000.00 $35,000.00 $27,000.00 $27,000.00
TOTAL $245,000.00 $110,000.00 $77,000.00 $77,000.00
23. DESCRIPTION
Q1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Digital
Development of a consumer landing experience page on
Microsoft.com:
- Assumes a landing page with at least (4) subsections
with at least (5) subpages stemming from each
- Assumes integration with social media sites for video,
live social updates, etc. $250,000.00 $0.00 $0.00 $0.00
Maintenance of the FAQ subsection of the landing page:
- Assumes a team of professionals answering questions,
posting the most frequent questions to the site with an
associated brand compliant graphic @ $50,000/ month $150,000.00 $150,000.00 $100,000.00 $100,000.00
Video Production:
- Assumes (1) 1:30 video posted per week for the first two
months and (1) 1:30 video posted per month for the
remaining (8) months @ $30,000/ video
- Assumes (5) videos produced in pre-production for
support system launch @ $30,000/ video including post-
production
- Includes production team, extras, lead actor, etc. for (1)
day shoot per video $270,000.00 $180,000.00 $90,000.00 $90,000.00
24. DESCRIPTION
Q1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Digital
24 Hour Assist - Personnel Fees:
- Assumes that over a 6 month period 114 million people
worldwide will have installed Windows 9. Because the
US has 4.5% of the worlds population this assumes 5
million activations within the US. The US census shows
that 1.6% of the US population works in an IT capacity.
- Approximately 82,000 IT professionals will have installed
Windows 9 over a (6) month period. If 20% of those use
the 24 hour assist 16,416 customers will call into the
center over a 6 month period.
- If each person uses the help button an average of (2)
times for 20 minutes each the call center will have to
allow for approximately 10,944 hours of call time
@ $20/ hour $109,440.00 $109,440.00 $109,440.00 $109,440.00
24 Hour Assist Call Center:
- Assumes $30,000/ month in call center fees (rent,
workers comp, security, etc) $170,000.00 $120,000.00 $120,000.00 $120,000.00
TOTAL $949,440.00 $559,440.00 $419,440.00 $419,440.00
25. DESCRIPTION
Q1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Advertising
Paid Media:
- Assumes utilization of creative and copy from overall
campaign. Will target both channel partner websites and
relevant blogs. $150,000.00 $150,000.00 $100,000.00 $0.00
Email Blasts:
- Input of consumers interacting with the landing
experience into a CRM system and emailing to these
consumers once per week @ $30,000/ month $90,000.00 $90,000.00 $90,000.00 $90,000.00
TOTAL $240,000.00 $240,000.00 $190,000.00 $90,000.00
26. DESCRIPTION
Q1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Social
Tracking System Development:
- Includes integration with various social media outlets
and unlimited guest participation $75,000.00 $0.00 $0.00 $0.00
Social Engagement Team:
- Assumes at least (2) engagement activities per week
@ $25,000/ month $75,000.00 $75,000.00 $75,000.00 $75,000.00
Industry Leaders:
- Includes engagement fee of $10,000/ influencer paid to
participate. Assumes (2) participants per month $60,000.00 $60,000.00 $60,000.00 $60,000.00
TOTAL $210,000.00 $135,000.00 $135,000.00 $135,000.00
27. DESCRIPTION
Q1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Events
Launch Event:
- Assumes a launch event of 400 people in NYC for (3)
hours. Includes catering, beverages, A-list entertainment,
consumer interaction points, venue fee and AV.
$1,200,000.00 $0.00 $0.00 $0.00
Conference Events:
- Assumes participation by about 150 people per event.
Includes staff, catering, beverages, AV, consumer
interaction points for exclusive events @ $200,000/ event
$200,000.00 $200,000.00 $200,000.00 $200,000.00
Conference App Development:
- Includes a mobile app for use at multiple events which
will allow guests to hunt for exclusive events onsite. Also
includes updates to the app per event.
$100,000.00 $20,000.00 $20,000.00 $20,000.00
TOTAL $1,500,000.00 $220,000.00 $220,000.00 $220,000.00
CAMPAIGN TOTAL $3,144,440.00 $1,264,440.00 $1,041,440.00 $941,440.00
28. Percentage of IT Pros in the United States
Other Professions IT Pros
29. Cluster 4 (Prudent Followers)
Cluster 2 (Peer Influenced)Cluster 1 (Innovation Seekers)
Cluster 5 (Cost Focused) Cluster 6 (Change Averse)
Cluster 3 (Vendor Loyal)
• Index high on sr. decision makers.
• Place high emphasis on peer and
partner tech recommendations.
• Early adopter mindset and place high
priority on new technology categories
including cloud, mobile and analytics.
• Actively seek out new technology
information and have high cloud
understanding.
• More likely than other clusters to
include decision makers.
• Work in organizations that embrace the
latest technology.
• Place priority on all things cloud and
have high brand affinity for Microsoft
within public, private and hybrid.
• Organizations are on the forefront of
supporting BYOD and new data types.
• More likely to have mid to low level
tactical IT Pros.
• Directly involved in implementation of IT
priorities.
• Technology decision making emphasizes
proven and trusted solutions.
• Conservative on emerging techs and sit
in less tech forward industries. Cloud,
especially public, is a lower priority.
• Index high on low level IT Pros who
want to maintain status quo.
• Do not prioritize new technologies
and dis-interested in technology
overall.
• Lack of interest in technology career
growth and low job satisfaction.
• Index high on mid Level IT Pros.
• Make IT decisions largely on the basis of
existing vendor relationships.
• New technology is a moderate priority,
although cloud budget momentum is
strong.
• Less positive towards Microsoft and
most receptive to Amazon and VMware.
Six Distinct IT PRO segments:
• More likely to have mid to low level IT
Pros who have lower level of authority
and influence, with high number of IT
Implementers.
• Emphasize cost first as tech decision
factor. “Old school” tech mind-set.
• Cloud laggards with a strong affinity
for VMware.
21% 9% 12%
20% 21% 17%