RSSMicrosoft will fix its 'Live' branding problem, says exec
By Jacqueline Emigh | Published June 4, 2008, 1:49 PM
With Google entrenched at the top of the search industry, and a deal with Yahoo looking less likely, a Microsoft division president said yesterday it's time for his company to deal with the confusion spawned by its own multiple online brands.
"There's an opportunity for us to fix those brands. We acknowledge that we need to get that fixed," admitted Kevin Johnson, president of Microsoft's Platform & Services Division, during his keynote speech on Tuesday at the Search Marketing Expo in Seattle.
Microsoft's launch of its Live Search engine in 2005 spurred the creation of a number of other online brands. Today, Microsoft offers MSN Messenger, Windows Live Messenger, and Office Communicator; it offers Windows Live Hotmail and Windows Live Mail; and it offers Live Search Mobile, Live Search for Windows Mobile, Windows Live for Mobile, and Windows Live for Windows Mobile. In each category, each product plays to a different customer...but it's hard to tell which goes with what just from the name alone.
Meanwhile, Microsoft's Live Search (which during its initial beta was going to be just "live.com") remains a distant third behind Google and Yahoo in industry rankings compiled by companies such as Comscore.
"Google is already entrenched, so [we] need to have disruptive ways to change the paradigm," Johnson contended on Tuesday. "The brand, Google, is a very strong brand. People think that Google equals search. We need to differentiate the product experience. We need to get users to try [Microsoft's search] so that the user experience can create a brand perception. Then we need to do marketing that reinforces [this] brand perception.
"We're going to be thoughtful about the fact that we have an entrenched competitor, but we need to deliver [on] innovation to grow our share and to build our value in the market," he continued.
Google's "weakness," said Johnson, is that "the user experience hasn't changed much, and they're used to those ten links," referring to the first ten textual search results that an ordinary Google search turns up. "That's their Achilles heel."
Microsoft, on the other hand, needs to "be different and innovate," according to the keynoter. "I think there's a new paradigm that consumers will want and will embrace -- and it's up to us to deliver on this."
Microsoft has already innovated by adding image search and "voice-related search," according to Johnson. "[But] we want to get more publishers and inventory. That inventory has been related to display and video. We need to strengthen search. That's a reflection of search query volume and share."
Johnson also suggested that, although Microsoft has pulled its bid for a full buyout of Yahoo, some sort of other relationship with Yahoo is still possible for the future.
When asked by a moderator about Microsoft's now-tabled acquisition bid for Yahoo, Johnson replied: "We need to discuss alternatives that are not a full combination [but] that have some positive attributes...and we'll see where that dialogue leads."
Google's "weakness," said Johnson, is that "the user experience hasn't changed much
Actually, that's their strength. Everyone likes Google, not only because it's not owned by Microsoft, but because it hasn't changed. You'll always know your way around. "the user experience hasn't changed much"? That's because it's a GOOD user experience, so it doesn't need to be changed!
Personally, I use Google for everything. Because: They have everything! It's not just the search, it's the whole thing. Calendar, Mail, Docs, Adsense, Adwords, Apps, etc. - it all fits together snugly. If Microsoft were to come and copy all of this, then they would bloat it, and make it horrible. If Microsoft just stuck to being a search engine, then they still wouldn't compare to Google.
Either way, Google wins :P
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|I love the way MS calls simple UI a weakness. Over complicated interfaces like most ms products are their downfall. Who wants to keep clicking tabs and advanced and another tab and another advanced button to change a setting. The simple UI has always been the strong point for Mac and other software. Google hasnt changed their interface because they dont need to change it. simple and fast. I tried live mail and dont use it because it has large obnoxious ads. googles are smaller and less intrusive to the user experience. MS really needs to improve their UI before condemning others. (notice I have not said that any service/os/software is better than others over all just that some have a more user friendly interface)
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|Don't forget XBox Live!
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|I've got it! Use the wonderful Vista model: Live Home Basic, Live Home Premium, Live Ultimate, Live Business, Live Server, Live Bait, Live Long and Prosper, Live Brave, Live from New York, It's Saturday Night...
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|hi everyone,
I have error message when I install program call Morpheus p2p software in windows vista and It doesn't complete installation what should I do thank you and have a nice day.
hatim
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|Contact Morpheus P2P Application Assistance (or MPAA) and let them know. :)
Sorry, I was feeling evil. Seriously though, I think you might be in the wrong place. Try the manufacturer's website.
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|Imbecile.
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|"In a remarkable turnaround time, Microsoft's Kevin Johnson unveiled what he proclaims to be the solution to the Live brand name issue. Johnson reported the following:
After extensive study we have determined the most effective labeling for all products of the Microsoft Live brand.
Effective immediately, Live Search will remain Live Search. Live Mail will remain Live Mail, but Hotmail will become Hot Live Mail (we believe this will imply importance regarding the product, as well as cross-promote the new Paris Hilton theme).
Live Messenger will remain as it is, MSN Messenger will become Xbox Live Messenger, and Office Communicator will take on the far-more appropriate name of Live Communicator.
Windows Mobile will become Windows Mobile with Live Capabilities. Windows Live for Windows Mobile will become Live Components for Windows Mobile with Windows Mobile with Live Capabilities. Anything else I've neglected to mention will herein be referred to as Cleftus."
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|re-release windows xp pro as windows "classic" with the live search integrated into the desktop and live search wired into the browser. worked last time *shrug*
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|Microsoft should immediately begin to bury the MSN brand as quickly as possible. It's confusing, the butterfly makes no sense, it reminds me of dialup and it distracts from live.com.
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|Its also a trust factor... There are many people out there that trust MS and believe they can do no wrong. There are still others however (IMHO a greater amount) that DO NOT trust Microsoft at all, in anything they do or say, because of their past actions AGAINST the consumer and not for the consumer... When it comes to live search well I have to admit I don't use it and never care to look at it at all. so I am a poor judge of it. but to be honest I have no reason to even look cause the results from Google have been consistent and righteous for years now. I'll admit the new Google policies on Ads made me rethink that a little at one time. But the search results ultimately didn't get effected IMHO. As I normally just skip over the ads anyway with blocking tools.
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|While they are at it, get rid of the effeminate butterfly for your msn network, MS!
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