Feeds

Vista and Lotus: Knowing when to let go of a brand

Hasta la Vista, baby

  • alert
  • submit to reddit

Combat fraud and increase customer satisfaction

Microsoft spent an absolute fortune on the Vista brand. In marketing terms, the Vista campaign was huge by any standards, and was a big success insofar as raising awareness of Microsoft's next-generation Windows offering was concerned.

Of course as we all know, things didn't work out too well for Microsoft. The the new features and functionality of Vista turned out not to be as game-changing as Microsoft had implied in its messaging. To make matters worse, the product wasn't really ready for mainstream use at the time it was launched. Initial expectations were therefore not met, leading to a significant backlash in the media, and ultimately among users. In the business context, many made the decision to defer upgrading because of the perceived risk and lack of incremental value, which is why XP is still the dominant version of Windows in corporate environments today.

The irony is that once Vista had settled down over the course of the first year or 18 months, it turned out to be a respectable operating system; certainly fit for purpose, and potentially offering some significant benefits, especially from an operations and risk management perspective in larger enterprises. But by then it was too late. Regardless of what was going on with the product, the Vista brand had accumulated too much negative baggage.

Painful though it must have been, we have to give Microsoft credit for realising this, pressing the big red reset button, writing off its investment, and starting again under the Windows 7 banner - a tactic that seems to have paid off.

There is a lesson here, perhaps, for another vendor that has accumulated significant brand baggage that is getting in the way of customers appreciating the potential of a couple of its product lines. Back in the 90s, IBM lost the battle for dominance in the email and calendaring server arena with Lotus Notes and the back-end Domino server that drives it. For reasons that don’t matter now, Microsoft stole the market from under its nose.

While IBM still argues the toss around market statistics - frequently trying to make the case that Lotus Notes/Domino is still as successful as Exchange - the following chart from our last Reg barometer study sums up the real situation.

Microsoft & IBM commitment graph

Barometer 08 graph

The data we are looking at here predominantly relates to respondents from the UK and USA. Based on this, IBM's footprint looks to be about half that of Microsoft in organisations with more than 5,000 employees, dropping proportionally as we look to smaller entities. Significantly, however, whereas the commitment and sentiment associated with Microsoft Exchange is overwhelmingly positive, Lotus Notes/Domino is much more likely to be regarded as legacy. This is particularly noticeable in the corporate sector where almost half of respondents using the IBM solution put it into the legacy category.

Combat fraud and increase customer satisfaction

Next page: Pretty good stuff

More from The Register

next story
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Oh no, Joe: WinPhone users already griping over 8.1 mega-update
Hang on. Which bit of Developer Preview don't you understand?
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Half of Twitter's 'active users' are SILENT STALKERS
Nearly 50% have NEVER tweeted a word
Internet-of-stuff startup dumps NoSQL for ... SQL?
NoSQL taste great at first but lacks proper nutrients, says startup cloud whiz
Ditch the sync, paddle in the Streem: Upstart offers syncless sharing
Upload, delete and carry on sharing afterwards?
New Facebook phone app allows you to stalk your mates
Nearby Friends feature goes live in a few weeks
Microsoft TIER SMEAR changes app prices whether devs ask or not
Some go up, some go down, Redmond goes silent
Batten down the hatches, Ubuntu 14.04 LTS due in TWO DAYS
Admins dab straining server brows in advance of Trusty Tahr's long-term support landing
prev story

Whitepapers

SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.