Editorials
Why Microsoft is winning the game...and Apple is losing
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PC World recently published a stunning article fittingly titled, "MSN Launches AOL Defection Tool". A quick read will result in a moderate "Anti-Microsoft" vibe but after an analysis it's actually quite chilling but in an odd way appealing. If you haven't yet read the article here is the notable quote:
"Microsoft will cancel your AOL account and for 30 days will refer to your new address any e-mail sent to your AOL address."
The implications of this are amazing. Microsoft has already spent $50,000,000 on marketing MSN (Microsoft's ISP) to current AOL users. They have even created a browser (based off of IE) to mimic AOL's unique "all in one" look and feel. At a time when AOL Time Warner is strapped for cash, Microsoft's spending millions upon millions on stealing their user base couldn't have been more perfectly executed. AOL is in a downward spiral – Microsoft is helping to flush the toilet.
The death of AOL has been in Microsoft's eyes for years. Ever since AOL controlled a near monopoly in the ISP market. What they are doing about it (helping users in every way they can switch to MSN from AOL) is the "perfect" solution to gain lots of users quickly. What makes MSN so appealing is that it ties in with everything you use. The reason for this is that MS makes everything you use. Remind you of another company?
Why doesn't Apple do this? Obviously I don't mean literally – Apple doesn't own an ISP. I mean, why doesn't Apple "baby" users from Windows? Why can't Apple make a Windows program to save off email, bookmarks, and other easy to retrieve but annoying to do so data onto an iDisk or something similar for retreival on a Mac? Why can't Apple make deals with large software vendors to allow PC users that have bought software (and have registered) get a Mac version for free?
I know Apple won't launch a US$50 million advertising campaign (too costly for a few converts) but one that is aimed at Windows users might help. The current campaigns make NO sense to the average Windows user. I still have to explain some of them to the Mac faithful!
Microsoft is doing what it needs to do to stay in the black – well into the black. Apple can start making ground on the "other" 95% of computer users. We have the best OS on the market, the coolest computers, and the most loyal following. Should we mimic the beast and have them get a taste of their medicine? In my opinion, YES!
Jon Gales is a staff writer for MacMerc. He can be reached for comment at jon@macmerc.com or on AIM (jonknee41).
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