Throw it against the wall and see if it sticks
Microsoft recently made senior executive changes, which I can’t comment on. According to the press release: “In an email to employees Wednesday (June 17th), Microsoft Corp. announced changes to its Senior Leadership Team to drive engineering alignment against the company’s core ambitions: reinvent productivity and business processes, build the intelligent cloud platform, and create more personal computing.
“We are aligning our engineering efforts and capabilities to deliver on our strategy and, in particular, our three core ambitions,” said Satya Nadella, CEO of Microsoft. “This change will enable us to deliver better products and services that our customers love at a more rapid pace.”
That’s all well and good, and I will assume the changes were needed. Here’s where I have somewhat of a problem with Microsoft. I don’t understand their marketing message, except that every product is ‘better than sliced bread’. For example, Yammer is a micro-blogging tool, a couple of weeks ago, they decided it is now a ‘team collaboration tool’. Ok. Office Graph is promised to be their leading edge search product. Machine learning and artificial intelligence, around for the past 60 years hasn’t had much success so why is it better? Will I be able to find what I am looking for? They keep pushing Delve and right now, it’s reach is too small to be a true productivity tool (not to mention some of the negatives), so why the push? Delve, right now is not a compelling reason for anyone to move to Office 365.
In the SPTechReport newsletter dated June 24th (free registration required), Dave Rubinstein wrote a polite, but to the point article and I quote, “Chris Johnson, a group product manager on the Office 365 team at Microsoft, told attendees at today’s SPTechCon Developer Days keynote that the company expected users to adopt the new technology simply because Microsoft said it’s the shiny new thing. Microsoft hadn’t done a good job of explaining why people should adopt the new technology.
When Microsoft bought Yammer, everything people understood and used for SharePoint social went away in like a minute,” he said. “Everything became about Yammer, simply because Microsoft bought it.” There was no messaging from Microsoft as to why Yammer would be a better social alternative.
The same could be said about Office 365 itself. Microsoft released it, and “encouraged” (to put it gently) users to move off the SharePoint servers they loved, used and understood simply because Microsoft said the cloud was the future.”
Perhaps the change in executive staff will help. I wish Microsoft would take a step back and look at the big picture of Office 365. Perhaps ask customers what they would like to see in the cloud? Novel idea. Decide if it delivers business value? Piling up products through acquisition or development and throwing them against the wall to see what sticks is not a viable marketing strategy. Maybe I am old school, but where are the business returns?