Entity
Goal15% Windows users purchase/upgrade Windows 9 after it launched one year.
Competence
Core Business
Strengths
No.1 operating system - Windows
Strong brand recognition
Strong revenue growth
Strong distribution channels
Weakness
Mature PC market
Struggled in mobile market
Bing is not worth a bean
Fail in Windows 8
Security issue
Opportunities
Cloud based services
Acquisition and investment
Diversified products
Windows 9
Threats
Intense competition
Open source software
Law/regulation issue
Windows
90.99%
Mac 7%
Linux 2%
Windows 8.1
6%
Windows 8
6%
Windows 7
50%
Windows Vista
3%
Windows XP
25%
55% Revenue from Enterprise
44% Revenue from North America
Revenue from Commercial side: 59.55%
• Microsoft.com support system landing page experience
• IT Pro tracker to encourage active participation
• Paid media with major partner
• Email blasts through CRM systems
• Launch press and media event
• Key conferences for IT professionals
Windows 9 support system
Dedicated to FAQs
Focused on empowering IT Pros
To assist IT Pros in assisting others in their offices and lives.
Videos available for FAQs
Videos available to learn new skills
Posted by Microsoft IT Pros
Provide learning experience
Assistance will be available at the touch of a button to those who have additional questions.
9/30: Windows 9 Announcement
11/11 Windows 9 Release
5/1: Windows 9 Main Push Complete
Post Campaign: Elimination of all programs with the exception of support system
9/1: Digital Strategy Production Kickoff
11/11: Microsoft Support System Launch
1/1: Microsoft Support System Maintenance
9/1: Creative Kickoff
11/1: Paid Media Launch
11/11: Email Blasts Launch
2/1: Paid Media Push Complete
2/15: Email Blasts Maintenance
9/1: Social Engagement Strategy Kickoff
11/11: Social Engagement Launch
1/1: Social Engagement Maintenance
11/10: Windows 9 Launch Event
5/12: MSFT Tech Ed NA
8/24: VM World
11/20: Tech Week LA
1/7: CES
9/1: Event production kickoff
Q1 Cost
(Sept-Nov)
Q2 Cost
(Dec-Feb)
Q3 Cost
(Mar-May)
Q4 Cost
(June-Aug)
Creative & Messaging $245,000 $110,000 $77,000 $77,000
Digital $949,440 $559,440 $419,440 $419,000
Advertising $240,000 $240,000 $190,000 $190,000
Social $210,000 $135,000 $135,000 $135,000
Events $1,500,000 $220,000 $220,000 $220,000
Total Per Quarter $3,144,440 $1,264,440 $1,041,440 $941,440
Total Spend $6,391,760
Number of
Impressions
Number of
Impressions
Purchasing (estimated 20%)
Number of
People
Influenced(estimated 20)
Estimated
Cost of
Purchase($35/ activation)
DigitalEstimated ½% of IT Pros
29,821 5,965 119,300 $4,175,500
AdvertisingEstimated 2% of IT Pros
119,282 23,857 477,140 $16,699,900
SocialEstimated 10% of IT Pros
596,410 113,882 2,277,640 $79,717,400
EventsIncludes media impressions
600,000 120,000 2,400,000 $84,000,000
Total 1,645,513 263,704 5,274,080 $184,592,800
DESCRIPTIONQ1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Creative & Messaging
Development of a creative look and feel for the Windows 9
Launch Campaign$75,000.00 $0.00 $0.00 $0.00
Creative team to provide graphic banners, email blast headers,
consumer landing experience graphics, social engagement
graphics, etc @ $25,000/ month
$75,000.00 $75,000.00 $50,000.00 $50,000.00
Development of brand messaging for the Windows 9 Launch
Campaign$60,000.00 $0.00 $0.00 $0.00
Messaging team to provide taglines, copy, and CTAs for
landing experience, social engagement, digital strategy, etc. @
$15,000/ month
$35,000.00 $35,000.00 $27,000.00 $27,000.00
TOTAL $245,000.00 $110,000.00 $77,000.00 $77,000.00
DESCRIPTIONQ1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Digital
Development of a consumer landing experience page on
Microsoft.com:
- Assumes a landing page with at least (4) subsections
with at least (5) subpages stemming from each
- Assumes integration with social media sites for video,
live social updates, etc. $250,000.00 $0.00 $0.00 $0.00
Maintenance of the FAQ subsection of the landing page:
- Assumes a team of professionals answering questions,
posting the most frequent questions to the site with an
associated brand compliant graphic @ $50,000/ month $150,000.00 $150,000.00 $100,000.00 $100,000.00
Video Production:
- Assumes (1) 1:30 video posted per week for the first two
months and (1) 1:30 video posted per month for the
remaining (8) months @ $30,000/ video
- Assumes (5) videos produced in pre-production for
support system launch @ $30,000/ video including post-
production
- Includes production team, extras, lead actor, etc. for (1)
day shoot per video $270,000.00 $180,000.00 $90,000.00 $90,000.00
DESCRIPTIONQ1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Digital
24 Hour Assist - Personnel Fees:
- Assumes that over a 6 month period 114 million people
worldwide will have installed Windows 9. Because the
US has 4.5% of the worlds population this assumes 5
million activations within the US. The US census shows
that 1.6% of the US population works in an IT capacity.
- Approximately 82,000 IT professionals will have installed
Windows 9 over a (6) month period. If 20% of those use
the 24 hour assist 16,416 customers will call into the
center over a 6 month period.
- If each person uses the help button an average of (2)
times for 20 minutes each the call center will have to
allow for approximately 10,944 hours of call time
@ $20/ hour $109,440.00 $109,440.00 $109,440.00 $109,440.00
24 Hour Assist Call Center:
- Assumes $30,000/ month in call center fees (rent,
workers comp, security, etc) $170,000.00 $120,000.00 $120,000.00 $120,000.00
TOTAL $949,440.00 $559,440.00 $419,440.00 $419,440.00
DESCRIPTIONQ1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Advertising
Paid Media:
- Assumes utilization of creative and copy from overall
campaign. Will target both channel partner websites and
relevant blogs. $150,000.00 $150,000.00 $100,000.00 $0.00
Email Blasts:
- Input of consumers interacting with the landing
experience into a CRM system and emailing to these
consumers once per week @ $30,000/ month $90,000.00 $90,000.00 $90,000.00 $90,000.00
TOTAL $240,000.00 $240,000.00 $190,000.00 $90,000.00
DESCRIPTIONQ1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Social
Tracking System Development:
- Includes integration with various social media outlets
and unlimited guest participation $75,000.00 $0.00 $0.00 $0.00
Social Engagement Team:
- Assumes at least (2) engagement activities per week
@ $25,000/ month $75,000.00 $75,000.00 $75,000.00 $75,000.00
Industry Leaders:
- Includes engagement fee of $10,000/ influencer paid to
participate. Assumes (2) participants per month $60,000.00 $60,000.00 $60,000.00 $60,000.00
TOTAL $210,000.00 $135,000.00 $135,000.00 $135,000.00
DESCRIPTIONQ1 COST
(Sept - Nov)
Q2 COST
(Dec-Feb)
Q3 COST
(Mar-May)
Q4 COST
(June-Aug)
Windows 9 Launch - Events
Launch Event:
- Assumes a launch event of 400 people in NYC for (3)
hours. Includes catering, beverages, A-list entertainment,
consumer interaction points, venue fee and AV. $1,200,000.00 $0.00 $0.00 $0.00
Conference Events:
- Assumes participation by about 150 people per event.
Includes staff, catering, beverages, AV, consumer
interaction points for exclusive events @ $200,000/ event$200,000.00 $200,000.00 $200,000.00 $200,000.00
Conference App Development:
- Includes a mobile app for use at multiple events which
will allow guests to hunt for exclusive events onsite. Also
includes updates to the app per event.$100,000.00 $20,000.00 $20,000.00 $20,000.00
TOTAL $1,500,000.00 $220,000.00 $220,000.00 $220,000.00
CAMPAIGN TOTAL $3,144,440.00 $1,264,440.00 $1,041,440.00 $941,440.00
Percentage of IT Pros in the United States
Other Professions IT Pros
Cluster 4 (Prudent Followers)
Cluster 2 (Peer Influenced)Cluster 1 (Innovation Seekers)
Cluster 5 (Cost Focused) Cluster 6 (Change Averse)
Cluster 3 (Vendor Loyal)
• Index high on sr. decision makers.
• Place high emphasis on peer and partner tech recommendations.
• Early adopter mindset and place high priority on new technology categories including cloud, mobile and analytics.
• Actively seek out new technology information and have high cloud understanding.
• More likely than other clusters to include decision makers.
• Work in organizations that embrace the latest technology.
• Place priority on all things cloud and have high brand affinity for Microsoft within public, private and hybrid.
• Organizations are on the forefront of supporting BYOD and new data types.
• More likely to have mid to low level tactical IT Pros.
• Directly involved in implementation of IT priorities.
• Technology decision making emphasizes proven and trusted solutions.
• Conservative on emerging techs and sit in less tech forward industries. Cloud, especially public, is a lower priority.
• Index high on low level IT Pros who want to maintain status quo.
• Do not prioritize new technologies and dis-interested in technology overall.
• Lack of interest in technology career growth and low job satisfaction.
• Index high on mid Level IT Pros.
• Make IT decisions largely on the basis of existing vendor relationships.
• New technology is a moderate priority, although cloud budget momentum is strong.
• Less positive towards Microsoft and most receptive to Amazon and VMware.
Six Distinct IT PRO segments:
• More likely to have mid to low level IT Pros who have lower level of authority and influence, with high number of IT Implementers.
• Emphasize cost first as tech decision factor. “Old school” tech mind-set.
• Cloud laggards with a strong affinity for VMware.
21% 9% 12%
20% 21% 17%
Source: The Next Web / Net Application
Source: National University of Singapore
Source: MicrosoftNews.com
http://www.geekwire.com/2013/microsoft-leading-lagging/
http://www.microsoft.com/en-us/news/press/2001/mar01/03-26winhectabletpcpr.aspx
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http://247wallst.com/technology-3/2014/04/05/ten-threats-to-microsofts-success/2/
http://www.microsoft.com/en-us/news/inside_ms.aspx#Segments
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