Narrative: Microsoft's Consumer Challenges
Each narrative page (like this) has a page describing and evaluating the narrative, followed by all the posts on the site tagged with that narrative. Scroll down beyond the introduction to see the posts.
Microsoft Planning to Make Changes in Response to Backlash Against Skype Changes (Jul 17, 2017)
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Microsoft Unifies its Minecraft Apps (Jun 12, 2017)
Alongside its Xbox One X announcement, one other big announcement Microsoft made at E3 is a unification of its Minecraft apps, such that several major versions will now be interoperable and available for social play between different platforms. Interestingly, the original PC version of the game is the one that will be left out from all this interoperability, but the mobile, Xbox, and VR, and even Nintendo Switch will all get it as a free upgrade to the current version. And in-game purchases (DLC) will also be available on each version. In many ways, it’s a quirk of the way the Minecraft apps have developed that they haven’t had this compatibility in the past – surely, many kids (and adults) have wanted to play these games on all their devices all along, and have had to make do with different incompatible versions instead. So this is at least a logical step, though the exclusion of the original PC version still feels a little odd.
via Minecraft
★ Microsoft Debuts Xbox One X, “Smallest” and “Most Powerful” Xbox, at ES (Jun 12, 2017)
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Skype Gets a Big Makeover Focused on Messaging and Social Sharing (Jun 1, 2017)
Skype is one of those odd products – a fairly sizable communications property owned by a major tech company, and yet one which doesn’t make much money, isn’t growing much, and hasn’t really been focused on either messaging or social communication. It’s been clear, though, for some time that Microsoft would very much like Skype to be a big part of its consumer push and become more of a messaging- centric app, and the makeover it announced today seems like a big step in that direction. The new design, rolling out first on Android and later on other platforms, puts social sharing and messaging much more prominently in the app, but that’s no guarantee that people will actually use those features more or even see Skype as a natural place to do that kind of sharing. I only ever use Skype for work phone calls at this point, and others I’ve spoken to who use its messaging features use those almost exclusively for work communication too, so I’d be very curious to hear more from Microsoft about who is using messaging on Skype and what they’re using it for. My guess is that, for all the changes Microsoft is making here, it won’t be that much more successful than in the past in making Skype a mainstream consumer service or app for social communication and messaging. It doesn’t have the brand or the user base to make that objective work. It’s also adding in more bots, an effort that began with a bang at Build last year but has been quiet since, but again those will only be relevant inasmuch as people are spending a lot of time in Skype already and want and expect to find those interactions with brands and companies there. In the end, I don’t see anything here that makes me think Skype is going to become a radically different animal, even if it might look quite different after these changes. And that’s emblematic of Microsoft’s broader consumer challenges: it simply doesn’t have a broad-based consumer play at this point beyond productivity.
via TechCrunch
★ Microsoft Makes Windows- and Device-Centric Announcements at Build (May 11, 2017)
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★ Microsoft Unveils a Big Education Push Including Operating System, Hardware, Apps (May 2, 2017)
Microsoft today held an education-focused event in New York City, at which it announced a stripped-down version of Windows, new end-user and teacher/administrator apps, and new hardware for the education market. This is by far the biggest and most comprehensive education push we’ve seen from any of the three big OS vendors, and is clearly intended to reassert Microsoft’s pre-eminent position in the education domain. What was evident from the first part of the event was how committed Microsoft is to making this work, and it began with an impassioned and personal talk from CEO Satya Nadella about his own family background and how education made a difference. Just as Microsoft’s AI mantra has been about democratizing the technology, so he now talks about democratizing educational opportunity. That’s a worthy goal, and Microsoft’s new announcements are a great way to try to bring that about, but Microsoft was also admirably realistic about the role technology plays in education: it assists and empowers but can’t replace committed teachers and parents or educational institutions. I have separate posts about Windows 10 S (here) and Surface Laptop (here). But I like the way Microsoft is introducing education into many of its existing products, including Office, Minecraft, Intune, and so on. Treating education as a first party audience alongside consumers and enterprises makes perfect sense, and is the route others have already taken. What Microsoft announced today feels like it will move its story forward in education considerably. Both Google and Apple have developed more comprehensive stories in education over the past couple of years too, but Microsoft’s arguably goes further, though developer events from the other two in the next six weeks could redress that balance a little.
via VentureBeat
Microsoft’s Minecraft Set to Launch its Own Currency – Bloomberg (Apr 10, 2017)
On the face of it, this could look like the in-app purchase model that so many other games have used so successfully over the last few years, which would look like capitulation on the part of Microsoft to the prevailing model. However, even though the article implies towards the end that that’s what’s happening here, this is actually something different. Whereas the classic IAP model often holds progress in the game hostage to the purchase of various items through the medium of in-app currency, Minecraft has always eschewed that model, instead charging a high up-front fee to purchase the game in the first place, with a small number of in-app purchases for specific items. It is now opening up that latter model to a small number of third parties, and while the use of in-game currency as the medium may carry echoes of the classic IAP model, this is something very different. Given the addictive qualities of the IAP model, that’s a very good thing, given that the game’s audience is largely children. The last thing Microsoft wants is for Minecraft to get a reputation for being a sort of Candy Crush for kids, whereas it’s currently known as a game that has at least some educational qualities.
via Bloomberg
Microsoft Reveals Xbox Scorpio’s Impressive Specs – Kotaku (Apr 6, 2017)
This is an interesting strategy for Microsoft, which is releasing specs but not many more details for the next generation Xbox, which is codenamed Scorpio. On paper at least, it’ll be more powerful than its major competitor, the Sony Playstation 4 Pro, in several departments, but the consensus among gaming blogs seems to be that what Xbox needs isn’t so much better hardware as better software, or in other words more compelling games. This is where the Sony console has taken the lead in the current generation, and where it continues to do quite a bit better than the Xbox for now. It’s possible that the better hardware might spark better games from developers keen to push the limits, but Microsoft will obviously have to work hard and directly to get more developers and more titles on board. For now, this spec release by itself does little to tell us how the next-generation Xbox will do.
via Kotaku
Microsoft launches Sprinkles, a silly camera app powered by machine learning – TechCrunch (Apr 4, 2017)
As I mentioned recently in the context of Microsoft’s Indian AI chatbot, the company appears to be in an experimental mood as regards AI, trying lots of things in lots of separate spaces, without pushing all that hard in any particular direction. There’s nothing wrong with experimentation, but there is a worry that Microsoft both spreads itself a little thin and risks diluting its brand, which has become more focused of late around productivity. There’s an argument to be made that this Sprinkles app fits its other, newer focus on creativity, but it’s probably a bit of a stretch given the minimal ties into any of its other offerings. On the consumer side, Microsoft’s biggest challenge continues to be not just producing compelling offerings but finding ways to monetize them.
via TechCrunch
Microsoft touts Microsoft-customized edition of Samsung Galaxy S8 – ZDNet (Mar 30, 2017)
This is an interesting little announcement – it’s short on details, but it appears Microsoft will be selling a version of the Galaxy S8 with more of its apps pre-installed. The big downside is that this seems to be a highly manual process and the devices are only available at full price from Microsoft rather than through carrier stores and installment plans, so that’s going to dramatically limit the addressable market. But it’s interesting to see Microsoft deepening its investment in Android at a time when its own mobile devices continue to be all but irrelevant.
via ZDNet