PR Week - le magazine britannique des professionnels de la communication. Toutes les semaines, Echo Research au Royaume-Uni analyse l'actualité dans les médias britanniques.
February 02, 2007 Windows Vista - The Wow Starts Now?
Pre-launch coverage of Microsoft's long-awaited new operating system Vista showed a distinct lack of journalistic excitement. Comment was mainly confined to the trade press, which was cynical about Vista's self-marketed 'wow' factor . "It is Microsoft's biggest release in five years, but do not expect long queues at shop doors" (PC Pro, 25/1): "the retail launch of Windows Vista … is likely to be an almighty flop" (Hexus
Lifestyle, 22/1). Criticism centred on a perceived lack of innovation and incentive to upgrade. "Windows Vista is essentially warmed-up Windows XP" (www.zdnet.co.uk, 25/1): "When Microsoft takes five years to upgrade its most important product, the very linchpin of its global business, and tells us we're going to go 'Wow!' when we see it, and then it entirely disappoints, there's a case to answer" observed TimesOnline (28/1).
But the biggest criticism was aimed at Vista's UK price, which is much higher than the US $ price, even taking into account currency fluctuations, and prompted indignant headlines. "Vista: ripped off across the pond" screamed PC Advisor, accusing Microsoft of "blatant profiteering" (27/1) while bbc.co.uk warned of a "consumer backlash" against its pricing plans. (29/1). With such an inauspicious start, Vista's wow factor clearly hasn't begun yet. |
