Microsoft uses online social networks to plug Windows 7
Microsoft Corp, in what could be its most intense interactive product campaign, plans to tap into the chatter on blogs and online social networks across Greater China to raise greater awareness of its new Windows 7 software.
'The most influential mechanisms people are finding out about Windows 7 are in the discussions online,' said Adam Anger, the head of Microsoft's Windows business group for Greater China. 'We're looking at an opportunity to shape our marketing strategy. This will be different from any Windows launch before.'
Windows 7, the next upgrade of software giant Microsoft's flagship personal computer operating system, is slated for general release worldwide on October 22.
'The online discussion forums in China that get millions of visitors a day are where more people are getting information about Windows 7 today,' Mr Anger said.
'There are Windows 7 fan groups on Facebook, for example. The blogosphere is flooded with Windows-related blogs, some of which have received direct contribution from Microsoft.'
He noted that the feedback received by Microsoft pointed to 'a hunger and anticipation for Windows 7', as news and early reviews of the product have gone viral.
A number of prominent mainland sites already have dedicated Windows 7 discussion channels, including Sina.com, Csdn.net, 21CN.com and PCHome.net. Examples of Taiwanese Windows 7 discussion forums are Eyny.com and BmwCct.com.
In Hong Kong, a number of information-technology trade publications have also set up their own Windows 7 discussion channels.
Microsoft's own discussion resource, The Windows Blog, partner site readyset7.com and a corporate account at Twitter.com, the popular micro-blogging site, are also helping disseminate Windows 7-related information ahead of the product's launch date.
'The whole digital way of distributing and sharing information has become super-relevant to a lot of people,' Mr Anger said. 'That is probably one of the biggest changes in marketing products today.
'So you'll see plenty of new distribution channels. There will be some pretty big things Microsoft has in store for the world's Netizens, so that they can become a part of the Windows 7 discussions online.'
According to research firm International Data Corp (IDC), online social networking has emerged as an efficient marketing tool in recent years.
'Social networking applications drive engagements, information exposure and conversions, as well as reduce marketing and operational costs,' IDC said.
Microsoft, however, will continue to use traditional methods to tell consumers about its new products, including securing retail shelf space at popular shopping centres and consumer electronics chains.
Last week, the company announced the 'release to manufacturing' stage for Windows 7, which provides the final version of the software to its partners that make personal computers, peripheral equipment and other related systems. It also allows more companies to start testing and evaluating the software for use in their organisations.
IDC has forecast more than seven million people in the technology industry worldwide, or nearly 20 per cent of the global technology workforce, will use Windows 7 from October until the end of next year.
