In the world of technology, success is linked to perceptions.Microsoft demonstrated its multi-touch technology in a Windows 7 demo at the D: All Things Digital conference this week, and the software giant may have hoped to overcome the perception that Apple owns touchscreen interfaces. Instead, some observers are wondering if Microsoft is making the same mistakes that now plague Windows Vista.
"We are always looking for new ways to deliver great experiences for our customers," Chris Flores wrote on the Windows Vista blog. "This is especially true of Windows -- where we're constantly examining trends in hardware, software and services to ensure that we continue to drive the innovation."
Copying Apple
But Michael Gartenberg, an analyst at JupiterResearch, is among those who are scratching their heads about Microsoft's moves this week. He has one overarching question after viewing the demo: Is Redmond making the mistakes it made with Vista all over again?
"Some of the mistakes Microsoft made with Vista were talking up the next version of Windows way too early, showing off features out of context with the rest of the operating system," Gartenberg said. "The second mistake was focusing so much on multi-touch."
Apple didn't invent touchscreen technology. In fact, Microsoft was working on the concept long before Apple publicly demonstrated its efforts. However, touchscreen technology has become almost synonymous with Apple and the iPhone, Gartenberg said, and he wonders why Microsoft is showing off a feature that makes the company appear as if it is copying Apple instead of innovating on its own.
"Yes, Microsoft wants to recapture the notion that Apple didn't invent multi-touch, that they have their own implementation of it, but is that really the right way to go about this?" Gartenberg asked. "It's a perception issue. It makes Microsoft look like it is chasing after Apple. Microsoft probably is working on some innovative technology in the back room somewhere that they could have shown off at this conference, and didn't."
Old Habits Die Hard
On the perception point, some analysts are also concerned that Microsoft should be focusing on the Vista message instead of a new operating system due in two years. Microsoft had an opportunity to talk more about Vista, Gartenberg said, and focusing so much attention on Windows 7 may give the market the perception that Microsoft is giving up on Vista.
When Microsoft introduced Longhorn, the code name for Vista, it highlighted features that never made it into the final version. While Microsoft warns the Windows 7 demo is conceptual and the features being shown may not make it into the final version, analysts say Microsoft is nonetheless and making old mistakes.
"All of these issues are really about perception, and how Microsoft chooses to portray its operating system and how they choose to market and talk up and evangelize their existing product set," Gartenberg said. "It really appears that Microsoft is using the same playbook as it did with Vista, and that playbook didn't work."
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