Tag Archives: target audience

Windows versus Goliaths: targeting a rival’s immersed audience

Internet Explorer is eyeing the children of the 90s, a very well informed audience immersed in the environments of very strong competitors

With the launch of their Surface tablets, Windows Phone and the Windows 8 operating system, Microsoft is trying very hard to recapture a audience that is no longer tied down to a stationary web browsing experience.

After stalling with the insistence on the decrepit Symbian system, this technology giant is finally making some progress in the world of mobile experiences. Microsoft are, however, climbing a very steep hill to recapture an audience that has long abandoned their flagship products in the ‘post-PC’ digital world.

With the above advert, Microsoft are trying to entice consumers of a specific demographic to try out their new Internet Explorer. Now I would say that the large majority of their target audience is already deeply immersed in their Android or iOS smartphone, so creating an advert for what is basically a ‘small fish swimming in a large pond’ is not necessarily going to make many people jump on the Surface/Windows 8 bandwagon.

The digital consumer is one constantly connected via smartphones, tablets, laptops and, to a lesser extent, desktops. As we all know, they’re doing so largely within the iOS and Android systems and with apps that provide a multitude of consumer experiences and choices.

Cross-platform is the way forward

Browsing habits have fundamentally changed and consumers are either using apps to access their digital world, connecting via social networks or using OS integrated search functions to find what they need online. In some cases, we’re talking about the standard browsers that ship with the Android or iOS platforms, or, in other cases, options that have become popular like Chrome or Dolphin Browser, that both have the added advantage of being cross-platform.

It will take more than one app, no matter how good it is, for any of the consumers this advert is targeting to choose Windows 8 over the countless advantages that Android and iOS offer. What Microsoft seems to be disregarding is that their target audience is way too clued up on what digital solutions would work for them to take any type of action based on this type of advert alone.

Microsoft risks further irrelevance if they don’t continue to create a platform with enough solutions and apps that would entice consumers looking for a different option. Until wildly popular apps like Instagram or Tumblr are available on the Windows Phone 8, marketing Internet Explorer will not work, no matter how good the advert is.

Would it be a better strategy to finally act like most other software providers and offer the Internet Explorer as an app on competing systems? This would of course mean that Microsoft is conceding defeat in trying to make their Windows OS relevant. Sooner rather than later, we will see if this pride and insistence on walling off their apps and solutions to their own operating system will pay off. I tend to think no. What about you?

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