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Starter

Starter. March 2010. Office Starter 2010. Starter contains reduced functionality versions of Word and Excel, and includes advertising. Office Starter 2010 is replacing Works as our PC coverage solution. Starter will be available exclusively on new OEM PCs – shipping on 140 MM per year.

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Starter

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  1. Starter March 2010

  2. Office Starter 2010 Starter contains reduced functionality versions of Word and Excel, and includes advertising. Office Starter 2010 is replacing Works as our PC coverage solution. Starter will be available exclusively on new OEM PCs – shipping on 140 MM per year. … but Differentiated from Full Office. Starter Better than Free Alternatives Move Starter Users to Full Office Move Compete / Pirate / Old Version Users to Starter < <

  3. Starter’s Strategic Value Starter’s strategic value is to put non-buyers back on the path to purchase. • Starter Delivers Critical PC Coverage • 70% of people leave store without purchasing Office. • 80% of people choose productivity suite within 6 weeks • 6 ½ times higher works usage when pre-installed • 78% of Works user tell us they use Works b/c it’s Preloaded. • Compete usage is 2 ½ times higher when Works not on PC • Drive Office Engagement with Superior Coverage Solution • 20% of non-buyers cite “lack of familiarity” with Office as primary reason not to buy • Keep non-buyers in the Office family; let people explore the live services and the perspective to enroll to Office Web • Negative consumer reaction to trial software, low conversion rate • Works lacks Office brand, file compatibility, user interface • Drive upgrade conversions to full Office • Starter offers perpetual in-product upgrade • Starter is not a trial and does not expire • 16.3% of initial beta users interacted with upsell hooks in first month on beta.

  4. Starter Walk-Through Cannot customize Ribbon Four tabs for basic home use. Removed: References, Review, View, and Developer. In Excel, Data tab is removed. Button to purchase full Office Tabs have commands / features removed. Cannot customize quick access toolbar Right task pane is persistent. Provides upsell, tips and links to content. Ad is persistent, rotates every 45 seconds when product in use

  5. What Features Is Starter Missing? • 78% of small businesses use at least one removed Excel feature • 68% of home customers use at least one removed Excel feature • 50% of consumers use at least one removed Word feature

  6. Who is Starter For?Starter is for Consumers Not Ready to Buy Starter helps home users not ready to buy, access their existing Word and Excel® files, get familiar with a limited selection of Office 2010 features, and upgrade easily to a complete Office 2010 suite whenever they’re ready. Majority of Starter Users will be from Non-Genuine Office Sources • Half of Starter users will be from piracy who want legal, affordable Office offering. • Broader footprint with Office 2010 pre-load will win some previously naked/ nothing PCs. • Convenience of pre-install will win Works users and some competitive users.

  7. What Do People Need that Starter Doesn’t Have? Which applications do you need? Need applications that Starter does not include What features did you need? Need features in Word or Excel that Office Starter does not include

  8. Dimensions that Create Greatest Differentiation Between Starter and Full Client • When positioning full Office vs. Starter, lead with missing Applications – particularly PowerPoint – these are Starter’s most limiting factors. • The Advertising and Right Panel are the #2 impediment to Starter adoption. • Missing features in Word and Excel are the third reason Starter does not meet needs of full Office users. Single Best Reason For Office Starter Not Being Appropriate Reasons Office Starter Was Not Right Software: Top-3 Most Limiting Factor Less Specificity More Specificity

  9. 47% Office Starter Beta User FeedbackStriking the Balance 8% New Features Beta users provide product feedback via the “send-a-smile” (SAS) program – positive comments are “smile” and negative are “frown.” Feedback specific to Starter’s fell into 10 categories. Note: Some areas that saw little feedback (missing applications, n=5), had far greater response through other customer channels – such as forums. Key insights from SAS: • Advertising: Nearly 9 out of 10 comments regarding advertising were negative – 12% of comments total. • Feature removal: 95% comments were negative. • Basic use: 53% positive and 47% negative indicates good balance – Starter is for some, but not everybody, even in basic use. • New features: 92% positive comments – if 20% of non-buyers cite “lack of familiarity” with Office as primary reason not to buy, Starter is a good opportunity to expose people to some of the great new features and UI in 2010. Frown Smile

  10. Office Starter Beta User FeedbackStarter Customer Feedback tracking to product design and positioning User Feedback: Beta users have sent 1,552 pieces of feedback: 40% positive. 60% negative. Starter Not Fully Meeting Needs Starter is Good Enough • General Use:“The starter editions have all the functions necessary for basic documents.” • “Microsoft Office Starter (Word) has the right amount of features that I use, and probably a large percentage of Word users.” • “So far - both Word and Excel have been great.” • Advertising: “I'm trying to write a final exam paper and the advertisement on the bottom right keeps flipping to different images and is distracting when I'm trying to concentrate.” • Ad bar intrusiveness is #1 bug (34% of votes) • Missing Programs: “MS should integrate POWERPOINT to Office Starter. Firstly, student who need to do PPT presentations will use • it. Second, POWERPOINT is an essential tool, without it, it may not be complete.” • Missing Features: “A little disappointed that there are no commenting options. I consider that a basic feature.” • “In my work with Excel I need Macros.” • “No footnotes? Students will never use it.” • Others: Outlook, SmartArt, customize quick access toolbar, macros, view tab. • Works:“I really like starter, and have gotten rid of works :-).” • “It looks really cool, big difference from Microsoft Works.” • Compete: “I really like the concept of a free word / excel. Perfect for my dad, he is currently using OpenOffice.” • “With Starter edition there is no need for OpenOffice.” • Advertising:“If the ads remain in the lower right and the size used in the beta I think they are quite acceptable.”

  11. Starter’s Four “Non-Starters” • Missing Applications • 81% of people who prefer Office to Starter cite apps that are missing, but needed. • 75% cite PPT. 49% cite Outlook. • Includes Advertising • 88% of beta user feedback on ads is negative • Ad intrusiveness was #1 bug in beta. • Longer time in doc, lower tolerance for ads. • Feature Removal • 94% of feedback on feature removal is negative • 2/3 of people say they need at least one removed feature • Upsell Throughout the Client • Upsell prompts appear throughout the client remind them what they are missing. • Ad space, ribbon, right pane, in-client prompts

  12. Starter Marketing Guidance - Containment We are supporting guidance with policy and investments to maintain consistent Starter messaging to reduce consumer confusion and clearly differentiate with full Office suites. Starter Marketing

  13. Starter Marketing Guidance Details STARTER MARKETING GUIDANCE • Lead with and optimize for Office paid suite attach in all marketing touchpoints. • When advertising PCs, reference the preloaded PC and purchase product key to activate instead of “Office Starter 2010.” • When describing what software is shipping with PC (whether fact tag, specs or line list) use messaging framework to properly message the pre-loaded Office 2010 suite. Do not call out Office Starter 2010. LIMIT AWARENESS • Office Starter messaging must strictly adhere to core messaging frameworks. • Office Starter should not appear in a SKU matrix or any comparison to full Office. • Always refer to “Office Starter 2010” or “Word Starter and Excel Starter.” LIMIT CONSIDERATION • Any mention of “Office Starter 2010” should include the following: “This PC is preloaded with reduced-functionality versions of Word and Excel that include advertising. Purchase an Office 2010 Product Key to activate full-featured Office software on this PC.” LIMIT PREFERENCE PURCHASE 2010 Call to action is “Purchase an Office 2010 Product Key to activate full-featured Office software on this PC.”

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