How Microsoft plans to market against the iPad

By | January 24, 2011, 10:57am PST

Even though Microsoft’s public stance, when asked about the impact of Apple’s slate is “iPad? What iPad?”, the Redmondians are preparing the company’s partners for battle in 2011.

Microsoft is making available to its reseller partners marketing collateral to help them defend against the iPad’s encroachment into the enterprise market. I had a chance to check out a PowerPoint dated December 2010 on “Microsoft Commercial Slate PCs” that the company is offering to its partners to help them explain Microsoft’s slate strategy to business users.

Check out ten slides from Microsoft’s iPad Battle Plan for Partners

The presentation makes no reference to Windows Next or Windows 8, which is expected to be the first version of Windows that Microsoft will optimize for slates, among other form factors. It also makes no reference to the Windows Phone OS, which some believe — in spite of its Version 1.0 status — should/could be a better operating system than Windows for slate devices.

The PowerPoint does, however, show how the Softies are encouraging partners to position slates and tablets running Windows 7 vs. the iPad. There are suggestions in the deck for how to sell to business users who alredy have committed to the iPad, as well as to ones who haven’t yet done so.

Microsoft and its partners cannot afford to stand by idly as the iPad gains more traction. During Apple’s most recent earnings call, officials there said Apple sold 7.3 million iPads in its most recent quarter. According to Apple, 80 percent of the Fortune 500 are piloting or deploying iPads. If iPads are categorized as “computers,” Apple — as a result of iPad sales — is the No. 2 worldwide PC vendor.

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Topics

Mary Jo has covered the tech industry for more than 25 years for a variety of publications and Web sites, and is a frequent guest on radio, TV and podcasts, speaking about all things Microsoft-related. She is the author of Microsoft 2.0: How Microsoft plans to stay relevant in the post-Gates era (John Wiley & Sons, 2008).

Disclosure

Mary-Jo Foley

Freelance journalist/blogger Mary Jo Foley has nothing to disclose. WYSIWYG (what you see is what you get). I do not own Microsoft stock or stock in any of its partners or competitors. I have no business ventures that are sponsored by/funded by Microsoft or any of its partners or competitors.

Biography

Mary-Jo Foley

Mary Jo Foley has covered the tech industry for 25 years for a variety of publications, including ZDNet, eWeek and Baseline. She has kept close tabs on Microsoft strategy, products and technologies for the past 10 years. In the late 1990s, she penned the award-winning "At The Evil Empire" column for ZDNet, and more recently the Microsoft Watch blog for Ziff Davis.

Got a tip? Send her an email with your rants, rumors, tips and tattles. Confidentiality guaranteed.

Talkback Most Recent of 194 Talkback(s)

  • RE: How Microsoft plans to market against the iPad
    MJ: Any chance we could stop referring to Windows Phone 7's Metro UI as being "a better operating system than Windows for slate devices" ?

    It's FAR more accurate to say that the Metro UI might be "a better user experience than desktop Windows for slate devices".

    The fact is that there's a whole heck of a lot more to an OS than the UI. One might argue that the vast majority of an operating system exists outside of the UI/UXP.

    Another example of why it's important to differentiate the UI from the OS is that there's a very real possibility that Microsoft will eventually replace the actual OS underneath WP's Metro UI with a minimized version of Windows itself, allowing it to bring a whole host of features to their phone OS that are currently prohibitively expensive to port to WinCE.

    TIA.

    So passionate am I about this subject that I decided to write a detailed blog on this subject: Will Windows Phone 8 run the Windows Kernel
    ZDNet Gravatar
    bitcrazed
    27th Jan 2011
  • As Windows 7 is completely inappropriate for tablets, MaryJo is right on
    here. Microsoft currently has no viable tablet strategy.
    ZDNet Gravatar
    DonnieBoy
    24th Jan 2011
  • RE: How Microsoft plans to market against the iPad
    @DonnieBoy What makes you such an expert? You don't even bother citing any facts. Observing some of your posts, people tend to call you a troll...
    ZDNet Gravatar
    nicholas22
    24th Jan 2011
  • Only the Windows 7 UI is "inappropriate" for slates ...
    @DonnieBoy ... not the underlying OS.
    ZDNet Gravatar
    mwagner@...
    24th Jan 2011
  • RE: How Microsoft plans to market against the iPad
    @DonnieBoy

    Exactly. The real question is "market what?"
    ZDNet Gravatar
    jorjitop
    24th Jan 2011
  • Either way, all those patents have already been taken
    For one Google.

    Another is considerable Android developers have applied for patents in this respect. (using up to three tabs)

    And this was over two years ago. Apple has applied for three patents:

    [APPLICATION] APPLICATION COMMUNICATION WITH EXTERNAL ACCESSORIES

    [APPLICATION] ACCESSORY AND MOBILE COMPUTING DEVICE COMMUNICATION USING AN APPLICATION ...

    [APPLICATION] ACCESSORY INTERFACE TO PORTABLE MEDIA DEVICE USING SESSIONS

    And has the gull to claim Android.

    They should not be granted these patents as they actually infringe on OHA patents for Android.
    ZDNet Gravatar
    Uralbas
    25th Jan 2011
  • RE: How Microsoft plans to market against the iPad
    @DonnieBoy
    Although the windows 7 platform my not be viable certainly the wp7 platrform is with a little twerking to include making it student user friendly meaning microsoft suite with speech to text and a few others microsoft is on there way. Clearly silverlight and flash is a big selling point which apple doesn't have. Gentleman silverlight is going to make the way you compute simply fascinating just wait and see.
    ZDNet Gravatar
    jtpfla3
    25th Jan 2011
  • RE: How Microsoft plans to market against the iPad
    @DonnieBoy

    I see a few people attacking DonnieBoy's claim that Microsoft has no viable strategy. Yet, these attacks also lack substance. The future of this or any market is always in question. However, lets consider the facts that we do know.

    1. Microsoft's "strategy" seems to be a marketing / smear campaign against Apple.

    2. Microsoft has no viable competing product in the queue. Windows 7 (UI at least) just doesn't cut it on the tablet. That concept failed in the past and it will fail again. You need apps written specifically for this product class. Attempts to leverage existing software on tablet will continue to fail. Windows Phone 7 would make a much better competitor.

    3. Microsoft is way behind the competition in this category. If anything, Android stands the best chance of catching Apple.
    ZDNet Gravatar
    techconc
    26th Jan 2011
  • RE: How Microsoft plans to market against the iPad
    @DonnieBoy - As I said in my last reply to your previous assertion that MS has no tablet strategy, just because MS have yet to present their tablet strategy doesn't mean that they don't have one.

    It would be foolish for MS to talk about their tablet strategy before they have a well planned, partially implemented technology and product strategy for the biggest overhaul of the Windows UI since the move from the Windows 3.x UI to the Windows95 UI.

    I expect we'll see their strategy laid out clearly later this year when they start to unveil Win8.
    ZDNet Gravatar
    bitcrazed
    27th Jan 2011
  • ZDNet Blogger

    Is Windows 7 right for tablets/slates, though?
    Hi, I agree the Metro UI is what we WP7 backers who want the OS on tablets "see" and "want." But there are a number of OEMs, customers and partners who view Windows as too bulky, cumbersome and pricey. Why not just use your phone OS -- already optimized for smaller devices and touch -- as your tablet OS, like Apple is doing? I agree, it's nice to have a USB port, but is it worth the size/price trade-off? Not convinced.

    Also: I am curious why MS has suddenly stopped talking up Embedded Compact tablets. Last summer, they were lumping them in with Windows 7 tablets, calling the whole group "Windows tablets/slates." Maybe with the ARM on Windows port that's coming, they are changing strategies? What do you think?
    ZDNet Gravatar
    Mary Jo Foley
    24th Jan 2011
  • RE: How Microsoft plans to market against the iPad
    @Mary Jo Foley
    Because they are going to, if not already started, unify the codebases into one Windows.
    ZDNet Gravatar
    Rama.NET
    24th Jan 2011
  • MaryJo: I am sure that the WP7 people at MS would LOVE to take on iPad, and
    create the best tablet OS possible based on WP7, but, management will not let them. They are afraid to disrupt their own businesses.
    ZDNet Gravatar
    DonnieBoy
    24th Jan 2011
  • And you know this how, DonnieBoy?
    Another "freind" who works high up at MS?
    ZDNet Gravatar
    John Zern
    24th Jan 2011
  • John Zern: MaryJo spends a lot of time covering MS, and she is not aware of
    anybody in MS being allowed to go after iPad with WP7. Microsoft management has publicly stopped talking about anything other than full Windows on tablets. Now, this could all be a smoke screen, and they have a fully funded top secret project to compete against iPad based on WP7, but, I would bet MaryJo would have heard something.
    ZDNet Gravatar
    DonnieBoy
    24th Jan 2011
  • Rama.NET: A unified codebase is probably years off. MS need to compete
    right here, right now, they do not have years. Time waits for nobody.
    ZDNet Gravatar
    DonnieBoy
    24th Jan 2011

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