Second Wave of Windows 8 Client Promotions Coming Soon

Microsoft is about to embark on a second wave of Windows 8 client hardware promotions and user education, an executive said Wednesday.

Wed, February 27, 2013


Microsoft Windows 8
BARCELONA -- Microsoft is about to embark on a second wave of Windows 8 client hardware promotions and user education, an executive said Wednesday.

The How-To Guide to Windows 8

"Starting soon, you'll see us do a lot more education of the business user and consumers," said Christopher Flores, director of communications for the Windows client division, in an interview at the Mobile World Congress.

Flores described the past four months, since the Windows 8 launch event in October, as a period for building "product awareness" that includes TV ads for Windows RT tablets. Those ads featured dancers clicking open and closed the Touch Cover with Windows RT tablets in time with music.

He said he wasn't at liberty to offer any specifics on the coming campaign, but reiterated and clarified some of the same themes mentioned at launch time about the value of Windows 8. Those ideas include how Windows Pro tablets and other Windows 8 tablets and convertible laptops and all-in-one computers built by other manufacturers that run on Intel x86 chips can be used with a rich array of Microsoft legacy apps like Excel that are used widely in business settings.

Flores also promised that various Windows 8 client makers will add hardware improvements throughout 2013, launching them for back-to-school and fall sales. "The future of Windows 8 hardware gets remarkably better very soon, this year," he said.

He also said developer interest in the Windows 8 platform is growing, noting that there are four times as many apps available for Windows tablets than there were in November. He would give a specific number, saying it varies by country. (In the U.S. for Windows Store, there are about 50,000 apps, and various reports have indicated the addition of new apps slowed dramatically after the holidays. )

About 500,000 developers have signed up for Windows 8 developer training classes that can run for a half day or longer.

"Developers want to make money and know Windows is going to be big," Flores said. "We rarely make things small. We offer a combination of reach and opportunity to developers."

Microsoft's TV commercial promoting the Surface tablet.

Microsoft offers developers a better revenue-sharing opportunity with Windows 8 than either iOS or Android, he said. All three platforms share app revenues at a 70/30 rate when an app is first launched, with the developer receiving 70% of the revenue. With Windows 8, once an app has sales of $25,000, the developer's share improves to 80/20. For purchases users make within an app, such as moving to the next level of a game or buying a subscription to a magazine, Flores said Microsoft "gives developers more flexibility" than the others, allowing the 80/20 increase to after in-app sales go over $25,000.

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