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[quoteurl=http://www.newsfactor.com/perl/story/19639.html]Microsoft Ad Campaign To Promote Mac, PC Unity
By Keith Regan
NewsFactor Network
October 10, 2002
The promotional push comes a week after Microsoft unveiled plans to slash prices temporarily on Office v.X for Mac, making the suite, which usually retails for about $399, available for $199 when bought bundled with a new computer.
Microsoft (Nasdaq: MSFT) plans to begin running ads promoting its software products for Mac users, emphasizing the idea that Apple (Nasdaq: AAPL) and Microsoft products can live in harmony, even on the same desktop.
The ads, which will debut in Macintosh publications Saturday, will use a humorous approach to attempt to dispel the long-held belief of many computer users that Macs and PCs occupy separate and distinct parts of the technology universe.
One of the ads shows a Mac and a PC sitting on adjacent lounge chairs beside a pool, engaged in a game of chess. Another shows the two computers watching movies together over boxes of Chinese takeout. A third shows them fishing together. The ads refer their audience to a Web site where Mac users can get a free 30-day trial of Office v.X.
Big Push
The promotional push comes a week after Microsoft unveiled plans to slash prices temporarily on Office v.X for Mac, making the suite, which usually retails for about US$399, available for $199 when bought bundled with a new computer.
Microsoft Mac Business Unit director of marketing Tim McDonough told NewsFactor that momentum is building for Mac Office software, despite reports that sales have been lower than expected since the software debuted last year.
"We are getting the word out that you don't have to leave the PC world to use a Mac, and vice versa," McDonough said. "That, with the added incentives to buy now, we think is going to resonate with consumers."
Moxie vs. Switch
In addition, the Mac Business Unit unveiled a promotional search earlier this week for what it is calling Ms. M.oX.i.e (Microsoft Office v.X Integrated Experience), a female business executive who uses the Mac software platform. A $10,000 prize and an iMac await the winner.
Naturally, it will take time for consumers to embrace the idea of compatibility between the two companies, Giga Information Group analyst Ken Smiley told NewsFactor. After all, the idea of separateness has been a common theme for several years.
"They've realized they can do more with some cooperation," Smiley said. "Now they have to get the consumer to understand that."
But Microsoft's new promos seem to contrast sharply with the new Apple ad campaign, in which people talk about why they switched from a PC to an Apple product. Those ads, which emphasize Apple’s legendary ease-of-use, strive to emphasize the differences between the two platforms.
The Microsoft Channel
The world's largest software maker has had a busy week, announcing several other initiatives, including a plan to integrate an XML editor into its Office software suite next year.
And on Wednesday, Microsoft found itself scrambling to clarify comments made by chief technology officer Craig Mundie.
Some journalists who heard Mundie speak at a Paris security conference felt he was predicting that Microsoft would begin to charge customers extra for security features. Microsoft, however, said Mundie was referring to an internal proposal to begin offering stand-alone security software in the future. [/quoteurl]
[quoteurl=http://www.newsfactor.com/perl/story/19639.html]Microsoft Ad Campaign To Promote Mac, PC Unity
By Keith Regan
NewsFactor Network
October 10, 2002
The promotional push comes a week after Microsoft unveiled plans to slash prices temporarily on Office v.X for Mac, making the suite, which usually retails for about $399, available for $199 when bought bundled with a new computer.
Microsoft (Nasdaq: MSFT) plans to begin running ads promoting its software products for Mac users, emphasizing the idea that Apple (Nasdaq: AAPL) and Microsoft products can live in harmony, even on the same desktop.
The ads, which will debut in Macintosh publications Saturday, will use a humorous approach to attempt to dispel the long-held belief of many computer users that Macs and PCs occupy separate and distinct parts of the technology universe.
One of the ads shows a Mac and a PC sitting on adjacent lounge chairs beside a pool, engaged in a game of chess. Another shows the two computers watching movies together over boxes of Chinese takeout. A third shows them fishing together. The ads refer their audience to a Web site where Mac users can get a free 30-day trial of Office v.X.
Big Push
The promotional push comes a week after Microsoft unveiled plans to slash prices temporarily on Office v.X for Mac, making the suite, which usually retails for about US$399, available for $199 when bought bundled with a new computer.
Microsoft Mac Business Unit director of marketing Tim McDonough told NewsFactor that momentum is building for Mac Office software, despite reports that sales have been lower than expected since the software debuted last year.
"We are getting the word out that you don't have to leave the PC world to use a Mac, and vice versa," McDonough said. "That, with the added incentives to buy now, we think is going to resonate with consumers."
Moxie vs. Switch
In addition, the Mac Business Unit unveiled a promotional search earlier this week for what it is calling Ms. M.oX.i.e (Microsoft Office v.X Integrated Experience), a female business executive who uses the Mac software platform. A $10,000 prize and an iMac await the winner.
Naturally, it will take time for consumers to embrace the idea of compatibility between the two companies, Giga Information Group analyst Ken Smiley told NewsFactor. After all, the idea of separateness has been a common theme for several years.
"They've realized they can do more with some cooperation," Smiley said. "Now they have to get the consumer to understand that."
But Microsoft's new promos seem to contrast sharply with the new Apple ad campaign, in which people talk about why they switched from a PC to an Apple product. Those ads, which emphasize Apple’s legendary ease-of-use, strive to emphasize the differences between the two platforms.
The Microsoft Channel
The world's largest software maker has had a busy week, announcing several other initiatives, including a plan to integrate an XML editor into its Office software suite next year.
And on Wednesday, Microsoft found itself scrambling to clarify comments made by chief technology officer Craig Mundie.
Some journalists who heard Mundie speak at a Paris security conference felt he was predicting that Microsoft would begin to charge customers extra for security features. Microsoft, however, said Mundie was referring to an internal proposal to begin offering stand-alone security software in the future. [/quoteurl]