Microsoft's marketing focus should be reset to corporate users

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Recently about Microsoft Surface renamed Lumia News of the uproar. No matter the rumor is true, the development of WP platform slow, is a well-known fact. And while people talk about WP's mobile phone more than Nokia and not Microsoft, perhaps this is what prompted Microsoft to buy Nokia mobile phone business. At the end of the acquisition, another issue was in front of Microsoft: the Lumia smart machine used the Nokia brand for up to 18 months after the deal was completed. The acquisition has not yet been completed, and the Nokia deal has been put before Steve Ballmer.

In stark contrast to Apple and Google, two companies held their own developer conferences in June. When the fruit powder for Apple again and again to change the world excited; when geeks are crazy about Google's imaginative ideas, the industry asks, "Where is Microsoft?"

The company, founded in 1975, has ruled the global internet for more than 40 years with Windows operating systems and office software. But with all this, what has Microsoft brought to life that has changed our lives? How long will Microsoft live in the face of Apple and Google's pursuit?

What determines the life of an enterprise in the technology industry?

The world's longest-lived company is a Japanese construction company, founded in 578 years (1436 years old), was founded at the beginning of the business is in Osaka Building Temple, and now the main business is still concentrated in civil buildings. The oldest company in Europe is the company of the French firm, founded in 1000 A.D. (1014 years) operating the vineyard, and is still running its own farm.

Two companies have a common feature: focus on the core business.

The technology industry differs from the traditional industry in that it has many characteristics: high technical content, rapid industry iteration and more obvious globalization competition; the enterprise life cycle is more short ... but it is precisely because of these characteristics that the technology industry should have a higher degree of concentration. High technology needs enterprises with long-term research and development reserves, the global competition requires enterprises to focus on their own core strengths at the outset.

Looking at technology companies ' focus from Apple and Google?

Founded in 1976, Apple is renowned for its innovation in High-tech companies, designing ipods, itunes and Mac laptops and desktops, OS X operating systems, and iphones and ipads. All products are based on the experience of individual consumers, catering to user habits. Apple's focus on detail and user experience has created a number of revolutionary products that have won the frantic chase of global consumers.

Google, the youngest of three companies, was founded in 1998 in Mountain View, California, USA. has developed a large number of internet-based products and services, its products cover a wide range of raspberry, a variety of network services, desktop software, mobile products have Google's footprints. But Google has always focused on the profit model, and most of its products and services are designed to channel traffic to the advertising system or for data collection and analysis to achieve the goal of accurate delivery. So even with such a rich product line, 90% of Google's revenue still comes from its advertising business.

Microsoft's Loose

Microsoft's core Department is windows and office. Among them, enterprise users and OEM original equipment manufacturers accounted for nearly 85% of the share. But most of Microsoft's promotional campaigns are geared toward consumers. In recent years, Microsoft's acquisition history and business core, targeted by ordinary consumers.

MSN was once the world's largest timely communications software, corporate and corporate white-collar workers have a large number of users. But in May 2011, Microsoft spent 8.5 billion dollars to buy the network instant Voice communication tool Skype,msn also closed two years later. Although Skype has brought a lot of users to Microsoft, it has lost the business image of MSN. In fact, after Microsoft acquired Skype, many enterprise users did not complete the conversion from MSN to Skype, but opted for other enterprise-class instant messaging tools. A company that is a major source of revenue for business users has failed to focus on the needs of existing user groups, putting too much of the resources into ordinary consumers, who are not generating the expected revenue for Microsoft.

In the 6 months since MSN was closed, Microsoft has bought a company that enjoys a reputation as a consumer--Nokia. The acquisition has won Microsoft a piece of access to the mobile phone market, but also helped to promote Windows Phone. But what can it bring to the core business users? Because of the low-cost strategy of WP's mobile phone, it makes it hard for him to make a profit on hardware like Apple, and the Nokia Lumia handset lacks special optimization for enterprise users. BlackBerry, by contrast, may be a more plausible option, in a recession like Nokia, but BlackBerry has a reputation in this group for its complete information and communication solutions for businesses and government users. As for Windows Phone, which is not the core of Microsoft, Microsoft's most important thing is to provide complete solutions and services to its core users, enterprise users.

Microsoft is not a chance

Microsoft's momentum is far less than Apple and Google, but Windows is still the biggest market share, and Office is the first choice for corporate office software. Microsoft has plenty of resources available to help it regain its dominance. The following three points need to be considered by Microsoft certification:

First, the development of the core return enterprise users. Windows and Office are the core products of Microsoft, and Office is the most important, including OneDrive, Windows Phone, Hotmail and other services that revolve around enterprise user characteristics.

Second, to get out of the service and product development for ordinary consumers, in the Microsoft business such as Skyepe, surface such products can be integrated with other cloud collaboration platform to highlight business, office.

Third, for ordinary users to issue a free version of Windows, so as to expand the scope of use of the platform, to provide enterprise users with value-added services and a full range of business Office solutions as a stable source of profits.

In the technology industry, falling down and rising is a matter of instant. Nokia, Motorola and Yahoo all explain this truth in their own vivid example. Focus on serving their core users, adhere to a stable profit model is the key to Microsoft out of the downturn.