Solving Microsoft’s Marketing Errors
Once again, Microsoft is on the "What’s next" trail instead of "What’s now." Longhorn is supposed to be the next-generation Windows capabilities applied to healthcare and real estate. The "future products will solve your existing problems" message is well worn out by Microsoft. What’s often missing in the messaging is how the problems are with Microsoft products or whether the problems should have been there in the first place
I see Microsoft as spending too much time talking about Longhorn when it’s Windows XP that matters right now. Take into account the failure of Windows XP evangelism, and about Microsoft’s stance on security, which, related to Longhorn evangelism, is about how new products will solve existing problems. Microsoft hasn't shipped a full Windows client refresh since 2001, when it delivered Windows XP. Windows XP SP2, as Microsoft has said repeatedly, is not a new version of Windows (despite all appearances to the contrary). If Longhorn slipped much past 2006, we'd be closing in on a decade between new Windows releases. That wouldn't sit too well with PC makers who love having a new operating system around which to market their machines. Nor would it make many Microsoft customers happy - especially those who have opted to license Windows under Microsoft's Software Assurance licensing scheme. They are expecting some kind of a Windows update within the three years that are covered by the plan.
By delaying Longhorn beyond 2006, Microsoft also would be exposing itself to potential defections. To date, there've been relatively few companies that have gone public with massive defections from Windows desktops to Mac or Linux desktops. (Servers are another story, as we know.) But if Longhorn gets pushed out ...