Retail icon used to inject excitement into Vista launch

Stan Beer
Monday, 22 January 2007 08:38

Your IT - Home IT

In an effort to build some excitement and market tension around the consumer launch of its new operating system, Windows Vista, Microsoft plans to enlist the aid of iconic Australian retailer Gerry Harvey. As chairman of giant retail chain, Harvey Norman, Mr Harvey and Microsoft Australia Managing Director Tracey Fellows will ring up the first Australian sale of Vista at the Harvey Norman Alexandria store in Sydney at 11.59pm on 29 January 2007 with a copy of Windows Vista Ultimate personally signed by Bill Gates. But will the public bite?

Much of the media has noted that, despite a massive marketing effort, Microsoft has been unable to emulate the excitement that surrounded the release of Windows 95 more than a decade ago. Many believe that while Windows represented a true generational shift in operating systems for Microsoft Vista is merely window dressing, with a fancy interface and some security enhancements.

Back in 1995, enthusiastic PC owners lined up on the sidewalks outside computer stores to get hold of their copy of Microsoft's first operating system to free them from the tyranny of using the DOS command line. It was a paradigm shift in the way people used personal computers, effectively bridging much of the gap between the PC and the Apple Mac - although most Mac users would beg to differ.

With the release of Windows Vista, Microsoft is trying recreate the excitement surrounding the release of Windows 95. The problem is the much more computer literate public today doesn't appear to feel the same need to upgrade. Many are quite happy to keep using Windows XP. This is especially the case when most upgrades will also require a substantial hardware upgrade.

A recent survey of the online community has shown that the majority of users have no intention of upgrading to Vista until they buy a new PC preloaded with the operating system. For Microsoft, which a already holds a near monopoly of the desktop, this means little more than holding its ground.

Will there be long queues lining up outside retail stores come midnight November 29? If not, it may well signal the end of an era.