Microsoft Segments Linux "Personas"

RJ2770 writes "Microsoft has started a project for their partners to help identify the personas of different Linux users in an attempt to sway them toward Microsoft products. In addition to the web site there is a podcast on the market research behind the project, again directed at Microsoft's selling partners."

Comments

Selling Partners

[Lithgon]

I bet that the "Selling Partners" just happens to be a company named Dell.

Shooting themselves in the foot

[theGreater]

Under the "Application Driven" Persona Profile:

  - place application needs ahead of platform decisions
  - will support whatever platform best fits the application
  - application needs driven by business needs
  - very satisfied with current Linux installations

So, remind me again how these bullet points help win AGAINST Linux?

-theGreater.

Re:Shooting themselves in the foot

[Anonymous Coward]

"Not sure if "enemy" is the right word to describe a (hopefully) potential customer."

That's the whole problem; Microsoft knows they need more potential customers, but they see _everybody_ as an enemy, even their loyal customers. Whether it's beneficail or not is irrelevant; it's the only way Microsoft is able to think.

Re:Shooting themselves in the foot

[guisar]

It's interesting, having watched the podcast and having recently attended an OLPC presentation, to compare and contrast. At the OLPC demo I was VERY impressed by the dedication and enthusiasm of the OLPC reps. Each and everyone was sincere and very focused on what might improve the PC. They were open to any and all ideas and very seemingly adept at both implementing good ideas quickly and removing cruft whenever it was discovered.

The MS presentation was also very focused- in this case not on what might help the person do their job better or save them money but - how soon you could sell and what their potential revenue stream was. Yeah- the "zunecast" was a sales pitch but couldn't they at least have thrown in a bone about helping the customer?

I experience it all the time. MS Fanboys are SELL, SELL, SELL. Every pitch is dedicated to SELL, SELL, SELL. So I get it- sales are important to a business but really, it's annoying. Right up there with telemarketers at this stage.

Most users probably don't even know it

[EmbeddedJanitor]

Many, if not most, Linux systems are embedded: cell phones, routers, Tivo, digital tv, point of sale terminals etc.

Probably most of those don't even know that Linix is involved.

Personas?

[FutureDomain]

It seems to be aiming at enterprise. They focus more on business executives and application developers, except for the "Linux Aficionado", whom most Slashdot Linux users would fit in.

The problem for Microsoft is that many Microsoft users loath it's software, Linux users also loath Microsoft software, so it'll be hard for Microsoft partners to try and "convince" them to switch. I think Microsoft's greatest fear is that businesses which have traditionally went with them will try Linux for their servers because of all the security bugs and malware. Linux is too complex for the "average luser", so Microsoft isn't as worried about them, but business and server users are more knowledgeable about computers and would switch easier, so this is their new strategy to keep them with MS.

Very simple, and not limited to Linux

[straponego]

I came up with a solution for them when Ballmer made his latest dismissive comment about Google, something along the lines of "They do search okay, and everything else they do is just kind of cute." It's true, Google is forever coming out with cute stuff, stuff that makes people say: "Oh shit, I'm gonna use that every day... thanks!" While MS comes out with stuff that makes people say "Oh thanks... I'm gonna use that every day? Shit!"

Seriously, when was the last time MS came out with something that really got you excited, something elegant and useful?

Re:The gloves are off

[alienmole]

Microsoft is taking you seriously now - you better start doing the same thing.

Oh, please. Microsoft is in a desperate battle to hang onto its monopoly. Its revenues are at risk because its cash cow product lines have all long since hit maturity. And we should "take it seriously" why? Just ignore it, it'll go away.

Re:The gloves are off

[Foofoobar]

Microsoft is taking you seriously now - you better start doing the same thing.

Why? The 800-lb gorilla doesn't know which of the million gnats gnawing at its flesh to swat to make the rest of them go away. And all the swatting and thrashing it does only makes the swarm more aggressive.

They tried to pass laws against open source which failed because too many enterprises use it. They tried (and continue to try) a FUD campaign which fails because too many people in the IT industry see the benefits vs the costs (both in downtime and in software price). They tried attacking through a separate company (SCO) but that failed and actually created a media storm for Linux and open source. Now with Novell, they are trying bundling with Linux.

Microsoft doesn't know who, where or what to attack. For every foe they take out, another more innovative implementor arises. Could Microsoft have seen Ubuntu taking off? By the time they notice the threat, come up with a plan and act, it's already too late. The lb of flesh has been removed from their corpse. They act out of arrogance and in shows in everything they do as well as this latest campaign.

They forgot other main categories of Linux users

[DrYak]

o The tree-hugger : Loves Linux because it's open source. Like to have freedom to access everything he paid for. He finds the concept of "you don't own the software, you own a license that enables you to use it" ackward.
- MS may mention the Microsoft Shared source project, and the pacts with some government and military to share the source of select OS parts. ...but I think it'll be just as effective as the TCO / Get the facts

o University shops : Ok, the campus discount prices are a good thing, but some work need highly customisable code to hack until it fits the solution. Also, lot of clusters running in the physics, biomed and math department. Plus, CompSci needs a OS freely hackable to teach OS programming.
- MS may mention the MS-Shared source project (not interesting for CompSci they need OS source)
or Pact with governments (out of University budget) or Windows CE custom kits (out of University budget due to number of seats) or MS Windows Cluster edition (not hackable).

o The I WANT TO BE IN CHARGE Linux user : he bought, he wants to be in charge. He hates DRM and his worst dream is TCP.
- MS May mention that DRM is needed for the market place, or go for the Jobs defense (I isn't my fault, the MAFIAA made me do it). They may try to show that MS can lead a game of cat and mouse chase in terms of format compatibility.

o The "I want a standart format" OOo user : he want a well documented format, that he'll be able to open on other OpenDoc compliant softs and could store for long term without being affraid of un-supported / out dated / license-expired software.
- MS should mention that their OOXML format is soon ISO standart too and has many features that lacks in... (Shut up ! 6000 pages is a joke)

o The complete free ride : he wants to pay absolute 0$ for things that can be downloaded free. Preferably in a legal manner.
- MS should mention that the beige box hardware came at a price.
- MS should mention the cheap Starter Edition... ok we all know this one is a joke. Then MS should secretly point out that pirate edition of its software is widely available, and Genuine Advantage can be circumvented.

o Google : They mostly use Linux to avoid astronomical license cost and to have customizeability.
- MS should send Balmer to fucking kill them throwing chairs

o The I don't play games guy : The single actual good argument for Windows is gone.
- MS... is doomed.

Seriously, to respond to this Linux community should focus on the main points Microsoft will never be able to compete with :

- Free/Libre Opensource software : No matter what, what you got is yours and you're free to do whatever pleases you with it. You can even share those results as long as you comply with the license. With microsoft, unless you're a government or military, or if you buy (wads of cash) $ for a customisable kit (WinCE or Win XPe) you'll never be able to hack legally the OS nor distribute the modifications.

- Every improvement of the OS technology done as a Master Thesis can be implemented for Linux (instead for some toy proof-of-concept OS) and if it proves useful, pass tests and is accepted by A. M., it can immediately be made available for all users around the world. You can't do the same stuff for microsoft products, or then you must work in the MS campus and your improvement will be sold as the next pay-for version of Windows (if it has the chance not to be scraped together with WinFS and all those cool features that were always promised and always postponed to the next version).

- No DRM : You are the one in charge of you computer.

- No per-seat price : You have on copy of Linux, you can install it on every one of the thousand computer in your shop, and let your users install it at their home, on their laptop, on their kids' computers, their neighbours', etc. With Microsoft even if you're a University with discount, you still have to pay a fee depending on the number of students, and only staff has the right to take home