Staples' new Windows 8 campaign seems to assume that the new OS is too complicated for the average customer to understand.
Now that Windows 8 has been in the hands of consumers for the past several weeks, talk of the new Modern UI casting a dark shadow over the Windows platform has somewhat subsided. Many have discovered that the new Windows installment just isn't the monster many critics tried to describe. If anything, Microsoft seemingly shipped Windows 7 SE with an embedded launcher, the latter of which is more suited for the tablet market.
Still, the new Modern UI isn't all that difficult to figure out: it's very smartphone-ish, allowing users to access their email, check in with Facebook friends, and install free and premium apps through the built-in store. It's super convenient, and these live tiles -- replacing your standard shortcut -- even present quick information on the screen so that users know when mail has arrived, what apps need to be updated, and so on.
What really wasn't conveyed in Microsoft's push to sell Windows 8 was that the desktop is still the underlying foundation. Users aren't "forced" to deal with the touchy-feely Modern UI, yet they are forced into dealing without the Start menu. But as we've seen since the release of Windows 95, the desktop will likely pushed to the side in favor of the Modern UI just as DOS has with each new release of the Windows platform. DOS is still there (Command Prompt), and Microsoft will undoubtedly do the same with the desktop, tucking it away and out of sight.
That said, Staples' latest Windows 8 campaign is assuming that customers will be overwhelmed by the new blocky interface. For consumers who are less tech-savvy – such as grandma looking for a new PC – the retailer may be right on the money. Customers new to the Windows platform may not even notice that there's a big change to the OS, but for those who are still using Windows XP on a machine built back in the Stone Ages, Windows 8 may be a little overwhelming.
What's disturbing here, and Business Insider agrees, is that one big brand, Staples, is deeming another brand it's currently selling, Windows 8, too complicated for customers to understand on their own. Even more, the commercials represent the computer buyer as a balding, nerdy dad who is rejected by his teen son after asking for help with his new Windows 8 laptop. A sulking dad thus returns to Staples to get his free Windows 8 Training. Thing is, this dad has probably used Windows since v3.11 released in the early 90s, and may already know what's going on.
But, in Staples' defense, it's not the only retailer offering consumer "training," indicating that the general consensus is that the average consumer may need a little help with this new interface. Even the commercial itself doesn't specifically say Windows 8 is too complicated, but Business Insider reports that the campaign was created by the McCann ad agency, so there may be more to the "Microsoft Will Hate Staples' New Ads" than what's presented in the commercial.
Finally, here's the description provided by Staples, explaining the 16-second spot: "Teenagers get technology, but they're still working on people skills. The trained experts at Staples will take you step-by-step through your new Windows 8 tablet or laptop with Free Training. Let Staples help you make the most of Windows 8."
Should consumers be offended by this new campaign?
Also, it's a good solution for when (like the video states) no one wants to teach you about it and don't feel like doing some self-learning.
Cheers!
Also, it's a good solution for when (like the video states) no one wants to teach you about it and don't feel like doing some self-learning.
Cheers!
Well it makes sense for smartphones and tablets and even those hybrid touch laptop/tablet devices.
Exactly, and since those are not selling, there won't be a point of Microsoft forcing Metro on users, so I expect to see a service pack that restores the Start Menu and allows Metro apps to run windowed in desktop mode. It will be the cheapest way for Microsoft to deal with the problem.
People who have criticized Windows 8 with more than just the single line sentence have actually given good reasons as to why subverting the user paradigm on the desktop, by making the desktop a Modern (once called Metro) app, and not the other way around is conceptually wrong and that whole misconception then translates into a user experience which is lacking in many respects. And this leads me to the second quote:
This somehow implies (although I'm not sure that is your objective intention) that one day desktop PCs will become nothing more than a glorified, supersized smartphone or tablet, where you can't have more than two programs on your screen at once. The underlying conceptualization that the Modern UI will take over the much superior desktop on proper work computers is not only outlandish but also ridiculous. It's actually akin to saying that DOS is better than Windows. If you don't like or need to multitask, perhaps (and even then we'd be having an argument about it).
Step 2: Download and install START Button
Done, your PC is usable again, and you will never even see the silly/stupid tiles again.
OR just don't and stay with Windows 7.
Sounds like if the OS actually would come down to regards use for as one for one then that of what any use could say come up with to one it might be useful to say otherwise on its regards if there was going to be any use to that point Windows 8 is it.
Then even on a regards of any otherwise other then for use of an operating system and/or the like, right, you can actually get help with the use of it cause given that of about any other product similar or not to you probably won't. Given of course right, without some sort of operating system usage of able buying more programs and applications and/or media and the like probably won't be of interest but still. All and all would probably say that within regards rather of for use to or not about you can at least come to learn and understand the ways of use to purchase more, rather you use or understand any of it at all.
Offended can only be probably placed in actually use of th operating systems, not on the promo of ad for use of.
If there was an ad to find within that of what say a place would have to offer to be offended on would be more of what it is, not what it has to say.
Could end up being some complicated or simple OS to use for about anything really, and still basically saying the ad is within regards of less or more to say probably at a time.
Ads are ads, "products" in which they actully have to be say placed for within use is about the only place to find offended in, given the ad still stats of such to at least for what say a "product" might be.
News is news, and there needs to more, on these topics probably won't be lesser anytime soon.
ike saying maybe in simple terms, what you get to say is its worth for despite what you say pay for for what you get or something. Or its works for what there is with use to to find use of on what there is to have for for what there is of to say find within. Always better ways to say something about anything, but least of what might be left otherwise being said to be short of what there is left to say is anyones guess.
Maybe Windows 8 can simplify XP down some much that the use of such is placed to be that of just XP but on a better regards then where it was at. And 8 can run on the place of for that of not only to its interest of so to say is, cause why use anything that is good to say to say it well actually last for such to be still as if more still isn't within usage of to find for what is it not cause given on a use to there is still all sorts of help to find that has usually or probably little of use for for any help to be said of. Even then at a time for what is within say mind anyways might as well flip the difference to any OS for the such least within Windows and say as to the same, given any other use on would say always be in most help for. Which is probably not as likely either.
In terms of news otherwse is left to still say there is much of what there still is and help seems to the the reatest say soucre of it in terms of interest within when the idea still has no point for it, cause what can really be any news at a time if it is just help, rather to also just ad the regards to why it might be helpful for news to be of such on what is without for what there is still to say use on without say for on/of.
Offended you still seem to imply isn't left to just the use of what anything else for what to be offended by for that said is to always say is for say use of to say.
Then eve on the regards of free training, is still trying to say for what there is that you there is of works is why, least probably for additional. Which would be useful rather it was paid or not for that of say probably does work of for any use given a use to on any can probably be of just that and who knows what that is for its use on with what there is to just ad of to say about ad still say any help is of no use. Either of still almost sounds like at a time if offended is there is no help with use but almost of that of what is just without.
If that is what there is to ad of then fine given that of any to find news in you are saying is just better placed within what almost at a time wouldn't make news of. And without news to say is almost just that of what an ad is, and anymore to be said of.
With Windows 8 should make great use of what that is to say in terms of a use on with all that get presented is that within regards of say square blocks to on what is much different then say an ad is of.
Rather an ad ia say applicable or not as well to still don't think for its use of is still much say the use on for say an interest in use of.
I've been here at Toms' for I don't know how long and despite anything they have choosen to do most of Toms' to my exten doesn't work except for what there is to just say what is at Toms' probably on no lesser standpoint of. Rather that of just a square box to be left th most to say on would work for its' better is anyones guess to me, let alone saying an easy button is in regards for the better is to actually say on one for one would be the one with the easy button.
In most terms so far is still probably within mind of; of use more to on buttons then has for a use on about.
Understand and complicated of is left still to say there is no use of for what would be say within and then of such to is to say then is in actually still use to have for an ad of or what news can be placed by and on for about.
If a waste of time was basically being said for regards on without saying except for what there is to have of it, you are still almost saying at a time you still aren't wasting time in. And is offended is placed to of such about in doing on then short of you are saying almost not to.
Complicted is probably what is placed within that in time to find in rather for say any or not.
Then of said of is no say said for better on is still said of not said at all and with all is no use of for a use at given with whats said at least. Even then is probably even said to be better of for a say at least.
Then even again offended of is still to almost say no ad for for just use one to have with.
Offended is left to say of be is to always almost have at even when in given of to for not but even then is to say of having be to on about for what there is to be of or for with offended for.
Almost sounds if there was going to be a place of offended on or for of about it was given its say only place to be at rather with or without say catch phrase for phrase of in mind to to have offended by with in terms of any to find.
Probably can't understand half of what there is to say have of for what there is to say read on given to on would place with means say of read to on what there is "of" rather there to or not on at a time given most read to probably is left to say not most placed within say of for read on, or is.
All of explain to for about is to say of what there is to have of then have on or have on then rather have of. Probably still not said right then but said least put to on no same of for same as??
Then same still being is relevence to about for say no better to or still better on for what is not to as well with if at all for almost any, within regards to same as or not anyways maybe. Should say anyways of as to basically, but still.
Still sounds left to say better say of to on for about, which of such is to almost have said as not to until later or that of now to say of then. And why do of say such on for to when that of for if still within question about and say now and then wasn't being said on as before; to say of anyways, short think the later though??
Least the ad is of "news" and news is usually as placed to guess as an ad has as one for one to say of news about. Rather news being an ad is of there to read of I don't know. Hard to say. But least of probably better said to about though rather say said(put) or not. Right??