Microsofts is entering forbidden terrain
Microsoft is currently surprising friend and foe by producing their own hardware in the form an expensive laptop. The firm is more flexible than everyone expected.
Windows, Office and Outlook, those are the products that we know Microsoft of. These are all software products, but since Microsoft is now manufacturing its own, super fast laptop, the whole business model changes.
Microsoft is from now on a hardware manufacturer with its own game consoles (XBOX), phones, tablets and smart watches. Two weeks ago, a laptop got introduced into the wide array of products that Microsoft produces.
Nobody could’ve seen it coming since the innovational focus was no longer on Microsoft. Microsoft was considered a big and inert company with no ability to innovate in a disruptive way, and therefore, it could develop the Surface Book without the hassle of prying eyes of competitors. Microsoft was considers inert because the corporate software they are developing is considered dull and in the technological revolution that we currently live in, giant players like Apple and Google dominate the market.
However, the Microsoft Surface is not completely new. It got introduced back in 2012 as a substitute for tablets and laptops, since it amalgamated both products’ characteristic into one, ersome tablet with a keyboard that just didn’t work properly. However, it gained some popularity in the corporate sector because of the mobility of the machine.
The Microsoft Surface can cumbbe called some sort of niche, but in 2012, it gained a revenue of roughly 2 billion dollars. This is a revenue that has not been completely unnoticed; Apple is now entering this niche with the iPad pro which has a significantly larger screen, a stylus and an optional keyboard, which is integrated in a cover. When Apple is imitating you, it is a good sign.
Microsoft is now extending its Surface-line with a ‘tabtop’ that is able to lie on your lap, just like a laptop does. However, it remains an amalgamation of a keyboard and a tablet, since both are disconnectable.
The Sufrace Book is entering the market with a very high price. This is an indicator that Microsoft is trying to distinguish itself by delivering high quality products like, for example, Apple. It therefore competes with the MacBook Pro, but also with some cheaper competitors like Lenovo, Acer, HP and Dell. These companies will not be happy that their biggest softwarepartner is now a competitor in the computer hardware side of business.
The traditional divisions between hardware developers, software developers and online services are now diminishing and Microsoft is now increasing its stakes in premium gadgets. Windows is thereby an aid and not a goal in itself. The operating system is now deployed in order to lure users in towards Microsoft’s (online) services, like OneDrive, Office 365 etcetera.
This is from now on the financial substantiation that CEO Satya Nadella is implementing rapidly. However, this did not come without any sacrifice; Microsoft had to layoff over 17000 of its employees in order to habilitate this strategic change.
The overall strategy is to escape the dull image that Microsoft has by showing the world that it is still able to innovate. Therefore, Microsoft’s structure will consist of three pillars from now on: 1) Windows and Hardware (XBOX, Surface, Phones etc.) will be now one entirety under the name: ‘Personal Computing’ 2) ‘Intelligent Cloud’ and 3) ‘Productivity and Business’ (Office and other corporate software).
An overall shift within Microsoft as you can see, but will this be the shift that will enable Microsoft to compete with its biggest rival Apple?
Hijink, M. (2015), Microsoft’s Buigzame Karakter, NRC Next
In this decade, digital magazine emerged with the portable and digital trend results from mobile personal devices (tablet, iphone, etc.). Digital magazine user amount follows the geometric growth. According to MPA (magazine media factbook, 2012), “the number of iPad apps for U.S. magazines has increased more than ten-fold since iMonitor™ started tracking publication-related apps in April 2010”. The advertisements embedded in digital magazines started to attract companies’ attention. For prediction of digital magazine ads market, please refers to: http://www.mediapost.com/publications/article/202569/global-digital-magazine-ad-spend-38-billion-by-2.html#axzz2gIXhYMs3
But how digital magazine ads utilize IT to distinct from traditional printed one and other e-advertisements? This blog will roughly excavate the 3 crucial characteristics of digital magazine ads.
1. Multimedia content
Digital magazine ads typically insert video/BGM/audio which linked from internet, provides the reader a more completed access to the ads’ content and superior experiences and excitements.
2. Interactive and reader-controllable
Differ from traditional one-way delivered style of print advertisement, digital magazine ads are carefully designed to enable the interactions between ads and readers.
Readers could tab on the content they interested in for more information, tab on the link to directly visit related website (which outside of the magazine), sign up for opt-in emails/newsletters, entering content (e.g. for questionnaires) and so forth. Ads can jump out from the page size limit to enriching content through, for instance, listing out only tiny photos for different products, user can tab to view detail information about the product if they interests. Ads providers can even be authorized to post mini game to improve customer engagement.
Besides the interactive property, controllability is another competency that digital magazine ads own, which provide a superior user experiences. As mentioned before, readers can explore the contents they are in favor of via interactions. Nonetheless, they are also allowed to skip the content they feel unattractive by avoiding tabbing, for example, play button of a video, links, or just slide vertically – at present, it is not surprised to see a digital magazine page can be slid both vertically (for more information about this page) and horizontally (to the next page).
3. High pertinency
At last, digital magazine ads inherit strength from printed magazine ads namely high pertinence. The source of high pertinency is, readers select magazine by themselves, different magazines vary from themes, this provides a direction for ads provider to choose the most effective magazine for them. Nevertheless, digital magazine ads leverage this strength by analyzing electronic statistics and feedback according to reader’s reading behaviors. Therefore, magazine publishers and ads providers can continuously improve the accuracy and quality of ads.
Here are some interesting facts about digital magazine advertisement:
- Reader engagement with a digital interactive magazine (82%) is more than four times greater than with a website of similar content (18%).
- Of all forms of electronic advertising, interactive magazine ads have the least negative impact on the reader experience — more than 7 in 10 find display ads in digital magazines less intrusive than banner ads; 8 in 10 see them as “easier to read,” “inviting” and “more fun.”
- 58% of digital magazine readers read their edition the same day it arrives.
- 60% of digital consumer magazine readers go to an advertiser’s website and 55% tried a new product or idea presented in their digital edition.
As Steve Balmer wrote in the annual shareholder letter: “There will be times when we build specific devices for specific purposes, as we have chosen to do with Xbox and the recently announced Microsoft Surface,“
David Zax, journalist for the MIT Technology Review, is pointing out that Microsoft is going Apple. We are also seeing that Google is going Apple, although still licensing other manufacturers to build the Nexus 7 tablet. Is the way Apple is doing it the right way? Does the customer benefit from a closed ecosystem? The user experience might be better, but the user is “locked-in” by the manufacturer.
What are your opinions on this move in the industry?