Windows Longhorn Logo Program“To lead tomorrow, start today”

Susanne PetersonDirectorWindows Client Business GroupSusannep @ microsoft.com Microsoft Corporation

Anand KrishnanProduct ManagerWindows Server Business Group Akris @ microsoft.com Microsoft Corporation

Session OutlineSession Outline

Windows Client Longhorn Logo ProgramProgram Review

Longhorn Logo Program Framework

Opportunities & Benefits

Next Steps & Timeline

Windows Server Longhorn Logo Program“Designed for Windows Server” Program Review

“Designed for Windows Server” Program Benefits

New Opportunities with Longhorn Server

Next Steps & Resources

Windows Longhorn Logo Program

Client

Windows Client Brand Promise Windows Client Brand Promise

Windows integrates the widest range of

applications, services and hardware

in a familiar way so each person can

easily and confidently use technology

to achieve their goals and

pursue their passions

Logo Program OverviewLogo Program Overview

GoalImprove Windows computing experience

Value for Partners…. Technical guidance & access to technology

Drives demand for partner products

Product differentiation

Value for Customers…Enable end-to-end scenarios

Simplify evaluation & purchase

What do Customers Say?What do Customers Say?Customers look for the logo*

90% of consumers recall seeing the logo

76% of consumers indicate it is important to see the logo on packaging

83% of consumers look for the logo when making a purchase decision

Customers depend on the logo**

“Well you’re so used to seeing this…and if you don’t see it you probably think there’s something wrong.”

“It (the DFW logo) makes me feel that it’s good quality and that it will work for my computer.”

“It lowers our anxiety level…the fact that it’s got the XP logo on it lets us know that it does work and play well with XP and other applications...”

Customers want Microsoft to simplify

30% of consumers find the process of purchasing PC products confusing*

“You have got to be simple, you have got to have a much clearer process”**

“I don’t know what I’m getting in return other than name brand recognition of Microsoft, which I could get in the system requirements.” **

Sources: * MSFT primary research, 11/04; **MSFT qualitative research 4/05

What do Partners Say?What do Partners Say?

Logo is important 66% of partners say that the DFW Logo program is “very important” to their marketing strategy

“Enterprises demand it”

Want more Increase customer demand for logo’d products

Help differentiate high-value partner products

Streamline the process

Longhorn Logo Program will deliver…

Source: Microsoft primary research, 11/04

Windows “Longhorn”Windows “Longhorn”

Our biggest investment

Next generation platform

Fundamentals

End-to-end experiences

Longhorn provides us as an industry the opportunity

to add significant value to customers by

delivering premium Windows experiences

Longhorn Client Partner OpportunitiesLonghorn Client Partner Opportunities

Increase partner value

Focus on delivering great customer experiences

New opportunity for product differentiation

Fundamentals remain important

Microsoft investing in major marketing initiative

Streamline program, minimize friction

New “Longhorn” Logo ProgramNew “Longhorn” Logo Program

Increase customer value

Great Windows computing experiences

Purchase process easier – look for the logo

Familiar, predictable, and safe

Ability to do more of what they want to do

New “Longhorn” Logo ProgramNew “Longhorn” Logo Program

Expanded Partner Opportunities Expanded Partner Opportunities

““Premium” Premium”

Partner differentiation - great Windows experiences

Deliver on fundamentals

Partner Feedback – participate

““Standard” Standard”

Assures customers they’re purchasing a quality Assures customers they’re purchasing a quality product offering the richest, most compelling product offering the richest, most compelling Windows experienceWindows experienceProduct meets standards for compatibility, reliability Product meets standards for compatibility, reliability & security& security Assures customers they’re purchasing a product Assures customers they’re purchasing a product that is familiar and easy-to-use that is familiar and easy-to-use Product meets standards for compatibility, Product meets standards for compatibility, reliability & securityreliability & security

Capitalize on the brand equity of WindowsCapitalize on the brand equity of Windows

Logo Benefits Logo Benefits

Differentiate products with a powerful messageDifferentiate products with a powerful message

Communicate premium value to customersCommunicate premium value to customers

Increased customer satisfactionIncreased customer satisfaction

Meet enterprise & corporate purchasing criteriaMeet enterprise & corporate purchasing criteria

Drive customer confidence in your products Drive customer confidence in your products

Longhorn launch integrationLonghorn launch integration

Marketing Benefits – focus on Premium Marketing Benefits – focus on Premium

Leverage Microsoft marketing investmentLeverage Microsoft marketing investment

Proactive demand generationProactive demand generation

Retail campaigns Retail campaigns

Windows Marketplace highlightWindows Marketplace highlight

Go-to-market plans Go-to-market plans

Beta 1+

Update Longhorn Logo hardware &

device requirements

Version .6

Draft of Longhorn Logo software requirements

PHASE IPHASE I

WinHEC 05

Longhorn Logo hardware &

device requirementsVersion .51

Partner feedback continues

PHASE IIPHASE II PHASE IIIPHASE III

Beta 2+

Final Longhorn Logo hardware &

device requirements

Version .7

Final Longhorn Logo software requirements

Marketing ProgramFinalized

PHASE IVPHASE IV

RTM Launch

Logo testing begins

Launch

Marketing begins

TimelineTimeline

Windows Longhorn Logo Program

Server

““Designed for Windows Server” Program RecapDesigned for Windows Server” Program Recap

Windows Server Catalog

“The logo tells me that this product works with Windows.”

“I take it as a sign that the manufacturer is committed to the customer experience.”

“The logo means that the product is stable and tested.”

Customer Response

12,800 logo’d products

300,000 visitors/month

Capitalize on the brand equity of the Windows Capitalize on the brand equity of the Windows LogoLogo

““Designed for Windows Server” Program BenefitsDesigned for Windows Server” Program Benefits

Placement in the Windows Server CatalogPlacement in the Windows Server Catalog

Participate in co-marketing initiativesParticipate in co-marketing initiatives

Lower support costs, increased customer Lower support costs, increased customer satisfactionsatisfactionPublish updated drivers through Windows Publish updated drivers through Windows UpdateUpdate

Digital signature for driversDigital signature for drivers

Longhorn Server: The OS platform for the next decadeLonghorn Server: The OS platform for the next decade

Increased infrastructure robustness

Streamlined and task-oriented management

Enhanced end-user productivity

Proposed Logo Program Goals for Longhorn ServerProposed Logo Program Goals for Longhorn Server

Quality Components

Continued focus on building a quality eco-

system of compatible, stabled and supported

products

Solutions Focus

Highlight complete solutions built from logo-

qualified components that address a specific

customer need

Customer Awareness

Increased investment in driving customer

awareness

Currently gathering customer feedback

Need input from our partners

Bringing it All Together

Windows Longhorn Client and Server

Longhorn Logo Program ResourcesLonghorn Logo Program Resources

Related SessionsTWDE05005 The Next Generation “Designed for Windows” Logo Program: an Introduction (Tech Session for Longhorn Logo Program)

TWDE05008 Windows Driver Quality Signature and Driver Quality

TWWI05020 Building a Longhorn Ready PC

Longhorn Logo Program:https://partner.microsoft.com/global/winlogo

Proposed Longhorn Logo Program hardware requirements:

http://www.microsoft.com/whdc/winlogo/hwrequirements.mspx

Email: Hwlogo @ microsoft.com

Start Now and Take the Lead!Start Now and Take the Lead!

Get ready… (WinHEC)Attend technical & business logo sessionsReview logo requirements & give feedback

Discuss how logo program may assist you

Get set… (Fall ’05)Requirements finalized (Server – Q1 ’06)Build, test & prepare to ship products Fall ‘06

Go!!! (Launch)Promote higher ASP “end to end experience” products Launch your products with Longhorn

Community ResourcesCommunity Resources

Windows Hardware & Driver Central (WHDC)www.microsoft.com/whdc/default.mspx

Technical Communitieswww.microsoft.com/communities/products/default.mspx

Non-Microsoft Community Siteswww.microsoft.com/communities/related/default.mspx

Microsoft Public Newsgroupswww.microsoft.com/communities/newsgroups

Technical Chats and Webcastswww.microsoft.com/communities/chats/default.mspx

www.microsoft.com/webcasts

Microsoft Blogswww.microsoft.com/communities/blogs