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Microsoft Segments Linux "Personas"
Posted by
kdawson
on Mon Mar 19, 2007 10:02 PM
from the facts-based-dialog dept.
from the facts-based-dialog dept.
RJ2770 writes "Microsoft has started a project for their partners to help identify the personas of different Linux users in an attempt to sway them toward Microsoft products. In addition to the web site there is a podcast on the market research behind the project, again directed at Microsoft's selling partners."
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MS controls /.? (Score:5, Funny)
Most users probably don't even know it (Score:5, Interesting)
Probably most of those don't even know that Linix is involved.
Parent
So where's the poll? (Score:4, Funny)
Shooting themselves in the foot (Score:5, Interesting)
- place application needs ahead of platform decisions
- will support whatever platform best fits the application
- application needs driven by business needs
- very satisfied with current Linux installations
So, remind me again how these bullet points help win AGAINST Linux?
-theGreater.
Re:Shooting themselves in the foot (Score:5, Interesting)
The MS presentation was also very focused- in this case not on what might help the person do their job better or save them money but - how soon you could sell and what their potential revenue stream was. Yeah- the "zunecast" was a sales pitch but couldn't they at least have thrown in a bone about helping the customer?
I experience it all the time. MS Fanboys are SELL, SELL, SELL. Every pitch is dedicated to SELL, SELL, SELL. So I get it- sales are important to a business but really, it's annoying. Right up there with telemarketers at this stage.
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Re:Shooting themselves in the foot (Score:5, Insightful)
Not sure if "enemy" is the right word to describe a (hopefully) potential customer.
This site is a sales tool to help sales folks penetrate into different environments where Linux has some level of establishment. Based on a set of simplistic characteristics (how ingrained is Linux? how risk adverse is the customer? are they frothing-at-the-mouth OSS-kool-aid punch drunks?), the tool gives generalizations as to the type, size and length of each opportunity across 5 broad categories.
This type of tool is great for sales folks trying to get their heads around something they don't really understand. Right off certain approaches with broad strokes, and push the blue kool-aid instead.
Where a lot of this falls down is the reliance of already-proven sketchy evidence (Get The Facts, TCO studies, etc...), and some overly simplistic anecdotal evidence ("Customers are already switching from Apache/Linux to IIS6/Windows" ; "Customers are finding that development with ASP.NET is quicker and easier" ; ...). The reason that the sales cycle is longer for some of the types is that either they are rabid OSS drones (medium-length cycle; note to sales folks - do a political end-run around the geek) or they actually have successful experience with the alternative platforms (longest cycle; note to sales folks - it is going to be a hard fight and a lot of the "sales tools" relied on for other profiles likely will fail here).
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Re:Targeted survey (Score:5, Insightful)
I looked at all the personas and found every one of them fell in the range of 25-28 servers with the exception of the Unix one at 31 servers. Looks like a limited market segment survey to me. The segmemt missing is the SOHO or Home Office where computing is dependant on applications such as Quicken and an Office product and web browser. TCO is a big deciding factor. Instead of upgrading from MS office 97 and such, we built a white box computer and put Ubuntu on it. As a bonus, for our graphics arts we use the Gimp instead of Photoshop. We don't need another copy of AV software. The software savings has paid for the hardware. To share files, we picked up a NAS using Linux. It uses an encrypted Reiser filesystem and we have put all our printers on stand alone prinservers. The NAS and Printservers are all Linux. Other than some drastic price changes, there is little MS can do to get us to be an all MS office. We can't justify the cost. One copy of MS office is expensive. 4 copies (main office, kids PC, & 2 laptops is a show stopper. Linux does the job with either ABI Word or Open Office and doesn't break the budget. It also works with newer MS office files sent to us. Office 97 doesn't display them properly if at all.
When the adoption rate reaches critical mass where I can pick up a copy of Turbo Tax for Linux and Quicken will be the day MS stock has a bad day. There isn't many markets with more price concious buyers than the SOHO market.
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Re:Shooting themselves in the foot (Score:5, Insightful)
I suppose they tried ignoring it and it didn't go away so now there are no other options but still.
Parent
Re:Shooting themselves in the foot (Score:4, Insightful)
This article is a sign we're deep in the fighting stage now.
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Re:Shooting themselves in the foot (Score:5, Funny)
I did, it crashed my browser.
Parent
They forgot other main categories of Linux users (Score:5, Interesting)
- MS may mention the Microsoft Shared source project, and the pacts with some government and military to share the source of select OS parts.
o University shops : Ok, the campus discount prices are a good thing, but some work need highly customisable code to hack until it fits the solution. Also, lot of clusters running in the physics, biomed and math department. Plus, CompSci needs a OS freely hackable to teach OS programming.
- MS may mention the MS-Shared source project (not interesting for CompSci they need OS source)
or Pact with governments (out of University budget) or Windows CE custom kits (out of University budget due to number of seats) or MS Windows Cluster edition (not hackable).
o The I WANT TO BE IN CHARGE Linux user : he bought, he wants to be in charge. He hates DRM and his worst dream is TCP.
- MS May mention that DRM is needed for the market place, or go for the Jobs defense (I isn't my fault, the MAFIAA made me do it). They may try to show that MS can lead a game of cat and mouse chase in terms of format compatibility.
o The "I want a standart format" OOo user : he want a well documented format, that he'll be able to open on other OpenDoc compliant softs and could store for long term without being affraid of un-supported / out dated / license-expired software.
- MS should mention that their OOXML format is soon ISO standart too and has many features that lacks in... (Shut up ! 6000 pages is a joke)
o The complete free ride : he wants to pay absolute 0$ for things that can be downloaded free. Preferably in a legal manner.
- MS should mention that the beige box hardware came at a price.
- MS should mention the cheap Starter Edition... ok we all know this one is a joke. Then MS should secretly point out that pirate edition of its software is widely available, and Genuine Advantage can be circumvented.
o Google : They mostly use Linux to avoid astronomical license cost and to have customizeability.
- MS should send Balmer to fucking kill them throwing chairs
o The I don't play games guy : The single actual good argument for Windows is gone.
- MS... is doomed.
Seriously, to respond to this Linux community should focus on the main points Microsoft will never be able to compete with
- Free/Libre Opensource software : No matter what, what you got is yours and you're free to do whatever pleases you with it. You can even share those results as long as you comply with the license. With microsoft, unless you're a government or military, or if you buy (wads of cash) $ for a customisable kit (WinCE or Win XPe) you'll never be able to hack legally the OS nor distribute the modifications.
- Every improvement of the OS technology done as a Master Thesis can be implemented for Linux (instead for some toy proof-of-concept OS) and if it proves useful, pass tests and is accepted by A. M., it can immediately be made available for all users around the world. You can't do the same stuff for microsoft products, or then you must work in the MS campus and your improvement will be sold as the next pay-for version of Windows (if it has the chance not to be scraped together with WinFS and all those cool features that were always promised and always postponed to the next version).
- No DRM : You are the one in charge of you computer.
- No per-seat price : You have on copy of Linux, you can install it on every one of the thousand computer in your shop, and let your users install it at their home, on their laptop, on their kids' computers, their neighbours', etc. With Microsoft even if you're a University with discount, you still have to pay a fee depending on the number of students, and only staff has the right to take home
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The gloves are off (Score:4, Insightful)
Microsoft is taking you seriously now - you better start doing the same thing.
Re:The gloves are off (Score:5, Informative)
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Re:The gloves are off (Score:5, Funny)
"I expect that for the next few weeks the majority of the "Linux community" will be on the floor foaming and making lame jokes about Bob and flying chairs.
Microsoft is taking you seriously now - you better start doing the same thing."
MS Team: We are very serious!
Me: Shall I call an ambulance?
MS Team: No no no.... we are very serious about you, a Linux user.
Me: I see... take your chairs..... ooops take your seats and let's talk seriously.
MS Team: We are serious about you. Which category Linux user are you?
Me: I'm just a Linux user.
MS Team: Are you an experimenter, follower, aficionado, transitioner or...
Me: I'm just a normal Linux user.
MS Team: Before we talk among ourselves in the presentation we must classify you. Why do you like Linux?
Me: Because it works all the time, gets my work done, doesn't bother me with Genuine Updates.
MS Team: But we are serious about security. Is Linux secure? Are you secure?
Me: I'm very serious about my job security. I've been running this Linux server app for over 5 years, no problems till date... just user management and the odd feature upgrade.
MS Team: We are serious about security. Did you know that the London stock exchange uses Windows Servers because of security?
Me: How much did they pay for the servers?
MS Team: We are serious about security. Hmm... let's see... just a few million quid...
Me: My job will be gone if I bought your servers for 'security' reasons... what is this security you talk of?
MS: We are serious about security... our server is so secure no one can break in... we'll be monitoring it ourselves to see nothing touches your server... only licensed signed applications will run... unlike your Linux box which runs everything.
Me: Will it run my application?
MS Team: We are serious about security. Have you got it certified by Verizon?
Me: Nope... why should I certify MY program which I wrote with some XYZ comapny?
MS Team: We are serious about security. How else can we know your app is not a virus?
Me: But why would I write a virus on my own server?
MS Team: We're serious about security. How do we know who wrote it? We've got to certify everything that runs on your server.... we're serious about security.
Me: What if I perform some feature upgrades? Should those be certified as well?
MS Team: We are serious about security. Every program has to be certified.
Me: I'd be damned if I'm gonna send every bit of code to you guys for labelling.
MS Team: We are serious about security. How else will you be secure?
Me: Maybe because I believe in myself and my programming skills?
MS Team: We are serious about security. Are you a certified programmer?
Me: Nope.... but I'm sure each one of you is Certified.... idiots, that is. Now get the hell outta here and get yourselves certified again. Seriously!
MS Team: We are serious about you, a Linux user. We are serious about security.
Me: AAAAAAAAAGGGGGHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
Parent
Re:The gloves are off (Score:5, Insightful)
Eh, fuck 'em. You can't stop people from working on software in their free time and giving it away.
Not everyone cares about "beating" Microsoft.
Parent
Re:The gloves are off (Score:5, Interesting)
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Re:The gloves are off (Score:5, Interesting)
They tried to pass laws against open source which failed because too many enterprises use it. They tried (and continue to try) a FUD campaign which fails because too many people in the IT industry see the benefits vs the costs (both in downtime and in software price). They tried attacking through a separate company (SCO) but that failed and actually created a media storm for Linux and open source. Now with Novell, they are trying bundling with Linux.
Microsoft doesn't know who, where or what to attack. For every foe they take out, another more innovative implementor arises. Could Microsoft have seen Ubuntu taking off? By the time they notice the threat, come up with a plan and act, it's already too late. The lb of flesh has been removed from their corpse. They act out of arrogance and in shows in everything they do as well as this latest campaign.
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Re:The gloves are off (Score:5, Insightful)
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I tried the screening tool (Score:5, Funny)
It showed a picture of RMS and said "Give up".
I ddin't see my persona in here (Score:4, Funny)
Re:I ddin't see my persona in here (Score:4, Informative)
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They forgot.. (Score:5, Funny)
Re:They forgot.. (Score:4, Funny)
On the plus side, when's the last time you heard of an abacus being remotely compromised to start sending spam?
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It's not that difficult to figure out... (Score:5, Insightful)
* People who like knowing what their computer is up to (kind of like motorheads for the information age);
* People who don't like M$ deciding how their computers will work;
* People who don't want to spend money when a more reliable solution exists for Free;
* People who believe that competition is a Good Thing (tm);
* People who resent being called pirates (at least without being able to make others walk the plank!)
Re:It's not that difficult to figure out... (Score:4, Insightful)
They are broad with the term. If I retire my Dell PC and scrap it and put the XP OS on a white box replacement, I have Pirated XP.
If I buy a Copy of MS Office for my personal use and put in on my laptop and desktop, I am a Pirate.
A personal use site license is lacking in their EULA. I don't have either of those problems with any of my Linux installations.
I can pick up a CD, Play it in my CD player, Rip it and play it on my PC, and put it on my MP3 player for personal use. MS made sure their products won't do that. Office won't run live on the CD. It fails WGA if installed on your PC and laptop. It's broken. Linux is not broken out of the box. The applications work if installed on your desktop and a laptop.
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Re:It's not that difficult to figure out... (Score:4, Insightful)
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Missing persona (Score:5, Insightful)
FSF True believer: If it ain't Free it isn't an option.
Disgusted Ex Microsoft customer: Experienced Microsoft products since they were in ROM chips and hasn't found one yet that wasn't a roach motel. Doesn't plan on wasting money on more of the crap until they manage to get several in a row right... i.e. never.
Political MS hater: Hates evil corporations in general, believes Microsoft more evil than Exxon-Mobil, AT&T, IBM or the MPAA. Believes Microsoft is an unrepentant monopolist hellbent on enslaving the world.
Then there is me, a little bit of all three.
I think I can help (Score:5, Insightful)
Here's my demographic.
I'm a computer user who likes my machines to be as crash-free as possible. Failing that, I'd like access to the source code so I can fix whatever problems I perceive, rather than waiting for someone else to do it.
Ok - that's my "Linux Persona". Now let's see you cater to me.
Very simple, and not limited to Linux (Score:5, Interesting)
Seriously, when was the last time MS came out with something that really got you excited, something elegant and useful?
Re:Very simple, and not limited to Linux (Score:5, Funny)
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April Fools? (Score:4, Insightful)
Missing segment (Score:5, Informative)
They forgot to list the segment of the population who hate Microsoft passionately - due to their business practices, their monopoly, their DRM, their lack of ethics, their EULA which forces you to give up your freedom of speech, their proprietary file formats, their Microsoft Word specifically, and perhaps more reasons.
And then there are the people who believe that Linux has superior design, that the user is more in control of what the computer does, that linux is more virus-resistant, easier to work with and so on.
I think Microsoft should divide all the "win over" percentages on their website by 10.
In plain language... (Score:5, Funny)
"Market Follower" = MS bitches. We own these fuckers!
"Application Driven" = Dangerously misguided. Brainwashing might be needed, just to set them in order.
"Linux Aficionado" = Stupid, hopeless nerds. Recommended solution: hire hitman.
"Unix transitioner" = Head case. Keep distance.
Penguins (Score:4, Funny)
Summary (Score:5, Informative)
For those too lazy to watch the presentation, here are the personas:
Sales pitch: don't experiment, use Windows, it's tried and true.
Sales pitch: Windows is the best in the enterprise. Look beyond initial cost to maintenance and reliability.
Sales pitch: more productivity and lower TCO with Windows.
Sales pitch: lower TCO, more reliable, remember to avoid Microsoft vs Open Source.
Sales pitch: IIS is more secure, better TCO.
MS already knows who uses Linux (Score:5, Funny)
1. Communists
2. People who want high TCO
3. People who are jealous of St Bill of Redmond's goodness
4. Unwashed hippies
5. IBM (see 4)
6. Un-American people.
7. Foreigners (see 6)
8. Terrorists (see 7)
9. Cancers
10. People who think they own "their" computers and other anti-capitalists
Re:MS already knows who uses Linux (Score:5, Funny)
Parent
haha (Score:4, Funny)
Question: "Are you aware of Microsoft's Trustworthy Computing --"
Answer: "You mean Treacherous Computing, don't you? I spit on your pathetic proprietary software!"
And "Try to avoid the Microsoft versus Open Source software conversation and focus on specific workloads and IT pain points instead," by which of course they mean "give it up, you'll never convince these people; just beg to have them buy 'just one little server.' Make a frowny face when you ask."
"Rely on Get the Facts evidence --"
"Oh man, I read that bullshit on Slashdot. That TCO metric is a pile of crap --"
(salesman turns and runs out the door)
Is Microsoft Really That Insecure? (Score:4, Insightful)
I do not quite understand Microsoft's strategy here, for many reasons, which I'll try to enumerate logically. I am not trying to troll. I am trying to be objective, and when I do criticize Microsoft I do so purely academically, so please do not turn this into a flame war.
Further, the main buyers and users in this segment are not average users who need to use computers for nothing more than word processing, email, and web. They are power users who are well aware of the strengths and limitations provided by the different systems. They know first hand the problems of using Microsoft server solutions.
If they really want to capture this smaller market (again, I am not sure why they would except for the pursuit of total monopoly), it seems that they need more than a new sell technique. Instead, they should develop their new programs and services to inter-operate with existing standards and systems. As they develop server solutions for power users, they'll win over the server crowd with their commitment to excellent products, not some new half-hearted add campaign, which many (such as the
I know I do not have all the answers, but I think that Microsoft is getting everything wrong here. It seems that capturing the server market has a very small return when compared to the desktop market. Additionally, the cost of "doing it right" with inter-operability-centered design of new products while maintaining backwards compatibility would greatly reduce margin (e.g. look what happened with all the grand ideas of Vista). Nevertheless, if Microsoft is determined to win this market, they need to do so with more steps of good faith and less aggressive talk about intellectual property (happy, willing customers are
Cigarette Companies (Score:5, Funny)
1) The Naughty Child (aka. Linux Experimenter)
This prospect comes from a good god-fearing household where Mum, Dad, and his brothers and sisters all smoke regularly. As does uncle Jed who lives in the spare room. The naughty child would like to be more like some of the cool jock types at school, instead of the fat wheezing slob that he is, and has dared to do sports and things when mum isnt looking. He has futile dreams of owning (and riding) a bike for his birthday.
Sales Pitch: Fat Chance kiddo ! Know thy place and respect thy parents !! Stop thinking and do as thou art told !! Inform the parents and resort to corporal punishment if required.
---oOo---
2) The Lemming (aka. Market Follower)
This prospect is always scared of offending people. Incapable of thinking for himself, the only reason he doesnt smoke at the moment is because its become trendy to be a non-smoker, and he wants to blend in with the crowd. Well hey buddy - its trendy to be gay as well !
Sales Pitch: Blackmail works best on this one. These weirdos always have some skeletons in the closet, so dig around and find some dirt (or make some up), and threaten to expose him for the paedofile that he surely is
---oOo---
3) Addictive Personality (aka. Application Driven)
This person doesnt smoke, eats a whole lettuce every day for lunch, and goes to gym 3 times a week. What a wanker !! What this person doesnt realise is that its not the fitness thing that they are really into - its just a displacement activity to fill in their day, give them some sort of meaning to their life, and stop them from going nuts. Smoking offers a better and cheaper way out of this rut
Sales Pitch: Point out the psychology of their 'health regime', and show them how cigarettes can fill the gap in the life just as well as a gym membership - only cheaper !! Deflect and embrace.
---oOo---
4) The Know it all (aka. Linux Aficionado)
This one is a pain in the butt. They are fit and healthy, and love to show off about it in front of other people. A lot of them are ex-smokers who have totally embraced this whole healthy-living crud as some sort of revenge trip against fast food and cigarettes that may have dominated their previous life. Pointless getting into an argument with this type
Sales Pitch: Avoid direct comparisons between cigarettes and other methods of lifestyle enhancement - just stick with facts, eg FACT: Cigarettes calm you down, which is good for your stress levels FACT: Smoking kills your appetite, so you eat less, loose weight, look healthier FACT: Smoking gives you bad breath and impotence, so your chances of contracting an STD are much less, etc.
---oOo---
5) On the way to crack addiction. (aka. UNIX Transitioner)
This prospect is already a regular user of speed and party pills, and is rapidly on their way to becoming a full time crack addict. Perception that plain old cigarettes just arent wicked enough for them, so they dont even give smoking a second thought.
Sales Pitch: Restate the benefits - legal, easily available, and quite affordable in comparison. Sure, moving to crack would be a whole new lifestyle enhancement, but consider cigarettes as an excellent way to re-invent yourself as well. Point out movies where cool characters can be seen smoking. Offer them a free packet of smokes (secretly laced with cocaine and ground neurofen), and you just might have yourself a new friend !!
Re:Is this a hoax? (Score:5, Insightful)
I personally wonder at what point "innovation" was defined as get in the way of the two functions all ones users need. Just make an OS which is fast/efficient and doesn't throw up cryptic error messages regularly and I will be reasonably happy with whatever else goes on.
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But that's not how business works. (Score:5, Insightful)
Or I could have this all wrong, and be corrected below.
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Re:drilling further (Score:4, Funny)
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Re:Linux in the domain? (Score:4, Funny)
"Your product must be validated before you can proceed. Click here to learn more about the advantages of owning Genuine Linux."
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Re:Microsoft v Linux trademark (Score:5, Informative)
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Re:Maybe we just don't like you... (Score:5, Insightful)
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Re:winning against linux? (Score:5, Insightful)
Really? Because for years, I've been seeing posts and articles on slashdot that talk in terms of winning people over from MS to Linux. Unless that continually played tune is also trolling, then I don't think that MS trying to understand the different stripes of people that are (or might consider) using Linux is anything other than basic market research. Not all of the Ubuntu crowd may consider themselves to be "winning" someone away from Mandriva, but I'm sure that language gets used sometimes. Just like people in the Firefox camp often talk about winning a larger share of browser users away from MS.
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Re:My Persona (Score:4, Funny)
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Re:Windows user personas anybody? (Score:4, Insightful)
2. Your Parents - they don't really know much about computers and will use whatever the computer they bought came with.
3. Market Follower - M$ bitches.
4. The Windows Enthusiast - these people are extremely rare. They actively believe that M$ products are superior to anything else out there and believe that if something is free, there must be something wrong with it.
5. Scientists, Engineers, Professionals - use Windows due to vital software existing only on that platform.
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Re:That's why Microsoft will win. (Score:4, Informative)
Actually, the OSS world does have use cases. For example, see Ubuntu's use cases:
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