Microsoft launches $80 million Office 2010 ad campaign

Microsoft launches $80 million Office 2010 ad campaign

Summary: Today, June 15, is the day Office 2010 goes on sale at retail. Microsoft is marking the occasion by launching an $80 million ad campaign.

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Today, June 15, is the day Office 2010 goes on sale at retail. Microsoft is marking the occasion by launching an $80 million ad campaign.

The "Make it Great" campaign is focused on "real people" who were among the 9 million beta testers. Microsoft officials told News.com that about 70 percent of that ad push will be via online channels, with the rest spent on print ads and billboards.

The main Office 2010 "Make it Great" site also features links to buy the product, as well as for free limited-edition trials of various SKUs of Office 2010. Microsoft is highlighting examples of school, home and work users and uses for its latest Office suite there.

Earlier this year, Microsoft began preparing its retail and reseller partners for its Office 2010 onslaught, suggesting the top 10 features they should plug when selling the product. Here's that list of the 10 top ways Microsoft planned to hawk Office 2010 via its channel partners.

Today, Microsoft is circulating a different list: The Top 7 Reasons to Try Office 2010. There's some overlap with the previous top 10. But here's what's on its latest, more consumer-focused list:

1. Outlook Social Connector, providing a "people-centric view of e-mail" 2. Linked Notes in the OneNote note-taking program (enabling users to "dock" OneNote to the side of the screen, take notes and map those notes in the presentation. 3. Sparklines in Excel which are charts that fit into a single cell to show a trend at a glance 4. Photo editing in Word 5. Video and broadcast capabilities in PowerPoint 6. Office Web Apps, which are the Webified versions of Word, Excel, PowerPoint and OneNote. Microsoft is beginning to roll out a new version of Hotmail today (Windows Live Wave 4 Hotmail) that allows users to share these Office Web Apps documents via Hotmail 7. A Ribbon you can personalize by adding often-used commands (or by collapsing it to take up less space)

Microsoft's biggest competitor to Office 2010 is Office itself. Its biggest challenge is getting users of Office XP, Office 2003 -- and to a lesser extent, Office 2007 -- to upgrade.

Here are a few other things to know about the new Office 2010:

More about Office Starter 2010 (and how Microsoft is telling its retail partners to position it) Why you should read the fine print about Office Web Apps Details on Office 2010 versions and pricing On to Office 15

Topics: Microsoft, Collaboration, Software

About

Mary Jo has covered the tech industry for 30 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).

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43 comments
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  • RE: Microsoft launches $80 million Office 2010 ad campaign

    Not enough compelling features to upgrade from 2007. Plus mandatory activation and no free copy for beta testers. 2007 looks better.
    xp-client
    • RE: Microsoft launches $80 million Office 2010 ad campaign

      Agreed re mandatory activation, but Outlook 2010 is pretty compelling, especially for enterprise shops trying to get rid of PSTs (the archive mailbox feature in Exch 2010 is only accessible from OWA or Outlook 2010). It's also (supposedly - I haven't tested yet) a *lot* faster.
      scripter
  • Absolutely useless product

    You can probably count on two hands the total people in the U.S. who absolutely have a need for the changes in this product. Everyone else can get along just fine with the existing versions of Office.
    Dr_Zinj
    • RE: Microsoft launches $80 million Office 2010 ad campaign

      @Dr_Zinj <br>Yep, I think the days when people get wildly excited about the next version of what is basically a piece of office (ie workplace) equipment are coming to an end. It's like my six function 'pocket' calculator, it's nearly twenty years old, I could upgrade it to something new with fifty functions I'll never use, but I wont. Same with Office.
      AndyPagin
  • RE: Microsoft launches $80 million Office 2010 ad campaign

    Eighty million dollars to convince people that they should pay for something they can get for free from OpenOffice.

    Barnum would be proud!
    tburzio
  • RE: Microsoft launches $80 million Office 2010 ad campaign

    Office 2010 is the best Office ever, by far. Integrated with SkyDrive, and with the free MS Office web apps available online, this truly is a next-generation product.

    http://www.timacheson.com/Tags/Tag?tag=office
    Tim Acheson
  • How Many Users...

    Mary Jo do you know if Home and Business has the three machine option like Home and Student or is each copy just good for one machine?

    Thanks,
    fasthair
    fasthair
  • RE: Microsoft launches $80 million Office 2010 ad campaign

    For what I need to do with an office suite, OpenOffice.org works perfectly, so I won't be giving Mr. Gates any of my money for his expensive software.
    colinmeister
    • RE: Microsoft launches $80 million Office 2010 ad campaign

      @colinmeister
      I use Openoffice and Ms Office, not really much difference for the average user, except the price.
      AndyPagin
    • RE: Microsoft launches $80 million Office 2010 ad campaign

      @colinmeister

      Come out of your time warp, Bill Gates hasn't had anything to do with it for years.
      No_Ax_to_Grind
  • OOXML ??

    What about this report?<br><br><a href="http://www.consortiuminfo.org/standardsblog/article.php?story=20100401074623393" target="_blank" rel="nofollow">http://www.consortiuminfo.org/standardsblog/article.php?story=20100401074623393</a>
    ghooton
    • office 15, not 2010, to be fully ooxml-compliant

      Yes... For anyone who cares, full OOXML compliance isn't coming till Office 15 (rumored to be 2013)... I say "anyone who cares" because I haven't encountered users who actually care. Just other vendors/competitors of MS... MJ

      More info: http://arstechnica.com/microsoft/news/2010/04/microsoft-office-15not-2010to-be-fully-ooxml-compliant.ars
      Mary Jo Foley
  • RE: Microsoft launches $80 million Office 2010 ad campaign

    $499.99 for professional edition, what planet are these guys on?
    AndyPagin
    • It's a matter of perspective...

      @AndyPagin <br>For the average bear, it doesn't make too much sense. But for someone who uses Office and can turn around and make big money with what they use it for, it's totally worth it. If all you're doing is writing letters to your Aunty Gertrude, it's overkill. But if you're writing the next best seller, or you're writing proposals that can net your company millions, it's not. If you're doing more complex documents, full of tables, charts, graphics, it's MUCH better at handling that than OOo.
      Wolfie2K3
      • RE: Microsoft launches $80 million Office 2010 ad campaign

        @Wolfie2K3
        Yeah, and how many people do that at home? This is more an enterprise item that employers can pay for.<br><br>Try not include Auntie Gertrude in this, k? ;)
        ubiquitous one
      • Plenty...

        @ubiquitous one
        I create complex documents all the time. My work orders and invoices are all based on complex tables, graphics and text. Most of the people I know who work from home likewise use similar forms for what they do.

        I'm going to guess that there are LOTS of people at home who have need for more powerful features. Especially those who have lost jobs and are striking out on their own.
        Wolfie2K3
      • RE: Microsoft launches $80 million Office 2010 ad campaign

        <i>I create complex documents all the time. My work orders and invoices are all based on complex tables, graphics and text. Most of the people I know who work from home likewise use similar forms for what they do.</i><br><br>Well that's <b>you</b> and a few other power users. How typical is that supposed to be? In raw numbers?<br><br><i>I'm going to guess that there are LOTS of people at home who have need for more powerful features. Especially those who have lost jobs and are striking out on their own.</i><br><br>Uh...if people lost their jobs, then they're gonna need that $500 for other things besides filling Ballmer's & the stockholders pockets some more. Like food, rent, utilities, bills, Cobra payments, etc...
        ubiquitous one
  • RE: Microsoft launches $80 million Office 2010 ad campaign

    Unless they put the menu bar back the way it was in all the prior versions, its totaly junk
    bonga1td@...
    • RE: Microsoft launches $80 million Office 2010 ad campaign

      @bonga1td@...
      I prefer the ribbon. However, You can minimize the ribbon. Also, If you hold down alt, it gives you hints for all the keyboard-short cuts.
      bmonster
  • Give me $1 million at least!

    They should give me $1 million instead.

    It would be a lot more efficient.
    Gradius2