Microsoft is preparing to reverse course over key elements of its
Windows 8 operating system, marking one of the most prominent admissions of
failure for a new mass-market consumer product since Coca-Cola's New Coke
fiasco nearly 30 years ago.
"Key aspects" of how the software
is used will be changed when Microsoft releases an updated version of the
operating system this year, Tami Reller, head of marketing and finance for the
Windows business, said in an interview with the Financial Times. Referring to
difficulties many users have had with mastering the software, she added:
"The learning curve is definitely real."
Analysts warned that changing course would be
a significant admission of failure for Steve Ballmer, chief executive, who
called the October launch of Windows 8 a "bet-the-company" moment as
Microsoft sought to respond to the success of Apple's iPad.
"It's a horrible thing for this to
happen to your flagship product -- he'll take a hit for that," said Mark
Anderson, an independent tech analyst. "But he's also responsible for a
renaissance inside the company. There's a level of risk and creativity going on
that would never have happened two years ago."
Richard Doherty, analyst at tech research
firm Envisioneering, said: "This is like New Coke, going on for seven
months -- only Coke listened better." Coca-Cola dropped its New Coke formula
in response to a consumer backlash less than three months after launch.
Windows 8 was an ambitious attempt to update
the personal computer for the tablet era by moving to a new touchscreen
interface based on colourful tiles, hiding the "desktop" launch
screen familiar to white collar workers and consumers around the world.
The combination PC and tablet software was
widely panned by reviewers and has been blamed by some analysts for worsening
the slump in sales that has rocked the PC industry. Even before its launch, Tim
Cook, chief executive of Apple, said Windows 8 would be like combining a
toaster and a fridge -- something that, while technically possible, was
"probably not going to be pleasing to the user".
Ms Reller refused to reveal details of the changes
Microsoft would make to Windows 8. However, the clamour from reviewers has
become overwhelming for a return to a more familiar PC interface. Ms Reller
said PC users had faced difficulties adapting to the new software.
Pressure has been building for Windows 8 PCs
to launch the familiar desktop view when turned on -- and to bring back the
"start" button featured in the lower left corner of the screen in
previous releases.
Microsoft has also admitted to a range of
other slips with the launch of Windows 8, including failing to do enough to
train retail staff and educate potential customers about the new software, as
well as not focusing all of its financial incentives behind the touchscreen PCs
that show off Windows 8 to best advantage. "It's very clear we could and
should have done more," Ms Reller said.
Despite the slips, she said that Microsoft
continued to view the software as suitable for both PCs and tablets and that
"customer satisfaction with Windows 8 with touch is strong". [Source]
