Feeds

Exposed: techniques to silence Microsoft 'haters'

Trout takes lead in grouse shoot

Build a business case: developing custom apps

Embattled Microsoft partners have been issued a handy guide on how to deal with "grumbling" customers and address annoying questions about costs, security, and repeated delays affecting Microsoft products.

A pro-Microsoft magazine has published a list of steps partners and certified professionals can take in order to defend Microsoft's brand and convince customers that buying Microsoft is in their best interests (thanks MicrosoftWatch for the pointer).

A Microsoft Certified Professional Online article, thoughtfully titled "Dealing with Microsoft haters", exhorts that Microsoft has handed partners "a gift, but also a responsibility" to protect "what experts call the most valuable brand in the world" (that's Microsoft, in case you were at a loss).

That reality check comes as MCP notes that "ongoing grousing" tends to focus on several key areas: costs of initial licenses and upgrades, security threats and bugs. MCP notes, though, the ongoing delays to Windows Vista is having a damaging effect on Microsoft's credibility. "Microsoft's decision to postpone the release of Windows Vista was among the biggest lightening rods of recent months."

One marketing strategist, Jack Trout of Trout & Partners - in true Steve Ballmer style - tells trembling partners to basically suck it up. No one loves a leader, but leaders get respect, Trout barks. In this scenario, Microsoft is apparently the leader, despite suffering embarrassing product delays, losing the initiative on the internet and search to a generation of startups, and failing to have predicted, contained, or harnessed the threat to its business from Linux and open source.

It's strangely ironic, that Trout's book Big Brands, Big Trouble claims to identify the problems other big companies have made and the lessons they've learned.

For more on the meditations of Trout and reflections on customers' apparently baseless, and irksome concerns, go here. Among other gems: never apologise for the brand, always defend it. ®

Gartner critical capabilities for enterprise endpoint backup

More from The Register

next story
Video of US journalist 'beheading' pulled from social media
Yanked footage featured British-accented attacker and US journo James Foley
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
Ballmer leaves Microsoft board to spend more time with his b-balls
From Clippy to Clippers: Hi, I see you're running an NBA team now ...
Amazon takes swipe at PayPal, Square with card reader for mobes
Etailer plans to undercut rivals with low transaction fee offer
Microsoft exits climate denier lobby group
ALEC will have to do without Redmond, it seems
Assange™: Hey world, I'M STILL HERE, ignore that Snowden guy
Press conference: ME ME ME ME ME ME ME (cont'd pg 94)
Call of Duty daddy considers launching own movie studio
Activision Blizzard might like quality control of a CoD film
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.