Microsoft has set itself ambitious goals with Windows 8 — more than 100,000 applications in the Windows Store before the end of January, and 400 million units in customers’ hands before July 2013. This was stated by Microsoft’s vice president of sales and marketing in the United States, Keith Lorizio.
But how the Redmond company is certain about the success of Windows 8? Microsoft’s marketing campaign for the new OS has just started and, according to a blog by David Einstein in Forbes, Microsoft is set to spend a projected $1.5 to $1.8 billion on the Windows 8 rollout. The figure is more than either presidential candidate will spend in this year presidential U.S. election.
“Windows 8 will roll out with a marketing campaign estimated at $1.5 to $1.8 billion [yes, billion with a “B”]. That’s the biggest product launch in the history of the industry; it dwarfs the $200 million Microsoft spent to market Windows 95,” writes Einstein.
Microsoft has already started marketing to tease Surface tablet, including ads in San Francisco subways and New York and large graffiti-style posters on popular buildings in some U.S. cities, including San Francisco, New York and Chicago. Microsoft is also purchasing a bulk of TV commercials during the Spring and holiday seasons.
Research firms, including IDC and Gartner, said worldwide PC shipments fell more than 8% in the third quarter of the year, one of the steepest drops since 2001. IHS iSuppli projected PC shipments for 2012 would decline to less than 50% for the first time in 11 years.
The company hopes to attract customers with a vision and unified user experience for Windows 8 with Xbox and Windows Phone 8. Plus, having a lot of applications in Windows 8 is essential for success, as recognized by the experts.
The company has more than 100,000 applications in the first three months, which would be a significant leap compared to current inventory, estimated at about 3,000 titles available. These applications are apparently vital to the success of the new OS. Android and Apple have 675,000 and 700,000 apps, respectively, in their stores.
However, it is still a hard task for Microsoft to generate the necessary volume of applications.
“In order to reach our goal, a conservative estimate of 400 million units in marketplace by July 1, we know we have to have a healthy ecosystem of apps,” Lorizio told the network. “We’re putting millions of dollars against that effort and working with publishers to get their apps live as soon as possible.”
Microsoft partner Lenovo, the world’s second-largest PC maker, has also just announced “the single biggest marketing launch we’ve ever done,” marketing campaign to promote four new convertible Windows 8 products.
“It’s all theory until you get them in users’ hands. The biggest market test is when you ship a million of them out into the market, and see if they stay in market,” said analyst Rob Enderle of Enderle Group.
The marketing campaign might help Microsoft and its partners for a jump start sales, but Windows 8 success will depend largely on the company’s ability to sell the idea of a revamped operating system and over time, the product itself need to be good enough for success.