Microsoft Windows 7 - Literature review Example

?(Add (Add (Add Information) (Add MS Windows 7 Introduction 200 Windows 7 is the most recent operating system developed and released by Microsoft for the purpose of using on personal computers including desktops, netbooks, laptops, tablets, and media centre PCs. Unlike the previous Windows Vista, which introduced a range of innovative features, Windows 7 was developed to meet more customized needs and to make an incremental upgradation to the Windows platform. The development of this new Windows operating system assisted Microsoft to gain competitive advantages over its competitors. Data indicate that Windows 7 helped Microsoft to increase its market share to some extent although some users are dissatisfied with the features of this new version operating system. It offers a number of packages including Starter, Home basic, Home premium, Enterprise, Ultimate, and Professional. The company is using a distinct marketing strategy to promote the sales of Windows 7. This paper will analyze the various feature of Windows 7 on the ground of its market strengths and supply chain management. MS Windows 7 Microsoft Windows 7 was released on 22nd July 2009. It is interesting to note that the company made Windows 7 available to general retail outlets within less than three years after the launch of its predecessor, Windows Vista. By the release of Windows 7, the company aimed to be more compatible with numerous other technologically developed applications and hardware. This new operating system focuses on multi-touch support, a redesigned Windows shell with a Superbar, and a home networking system named HomeGroup (Microsoft Windows, para: 3-5). It contains several measures to promote performance improvements. It must be noted that some standard applications included in the previous versions of MS Windows including Windows Movie Maker, Windows Mail, Windows Photo Gallery are excluded in Windows 7. Microsoft has added numerous new features to Windows 7 including handwriting recognition, virtual hard disk support, improved multi-core processors and boot performance, DirectAccess, and kernel modifications; and in addition to this, a new version of Windows Media Center, highly developed media features, and a new calculator with multiple capabilities have been added to Windows 7(InfoWorld). Similarly, Windows 7 is characterized with notable Control Panel feature changes. It integrates improved features such as Display Color Calibration Wizard, Recovery, Gadgets, Workspaces Center, Credential Manager, ClearTye Text Tuner, System Icons, Biometric Services, and Location and Other Sensors to Control Panel; and the addition of Windows Imaging Component enables Windows 7 to support images produced in the RAW image format. Significant changes to taskbar functions have been also made (InfoWorld). This product strictly complies with US and European antitrust regulations and provides users with safe internet browsing options. Following the launch of Windows 7, the company got exciting response from the market. Within 8 hours of Windows 7 launch, its pre-orders at amazon.co.uk surpassed the number of those had with Windows Vista in its first 17 weeks. It became the highest pre-order level in the history of Amazon, breaking the record of seventh Harry Potter book. Windows 7 took only less than three weeks to reach a 4% market share whereas its predecessor Windows Vista took nearly seven months to achieve the same. As of 23rd April 2010, Microsoft sold more than 100 million Windows 7 operating systems across the globe and the sales volume grew to 525 million copies by 19th January 2012. Reviews of Windows 7 reflect increased usability and functionality as its major advantages attracting users. The CNET rated Windows 7 Home Premium 4.5 out of 5 stars whereas it was rated 4 out of 5 by the PC Magazine. The CNET stated that “it is more that what Vista should have been, [and] it is where Microsoft needed to go” (“The City is Alive”, para: 5). Another catching feature of Windows 7 is that it allows users to upgrade their operating system. They can use ‘Windows Anytime Upgrade’ to buy the required upgrade and unlock particular features. System requirements needed to run Windows 7 are similar to those required for premium editions of Vista. Evidently, Windows 7 meets the needs of different market segments. Placement of Windows 7 As discussed above, Windows 7 was launched replacing its predecessor Windows Vista. A number of widely criticized features of Windows Vista persuaded Microsoft to immediately develop alternative operating system software. Huge system requirements, high price, and unwanted changes in the window appearance were the major arguments against Windows Vista. The graphics card requirements were too high for Windows Vista. It required a minimum graphic memory of 128 MB on the graphics card; the graphics memory should have increased to 256 MB for better performance. In addition, 20 GB minimum hard disk space was needed for its installation and this OS also requires high processor speed. A 2 GB RAM was necessary for the efficient operation of Windows Vista. Hence, it was argued that this OS consumed more resources than its predecessor Windows XP did. All features of Windows Vista were available only in the Ultimate edition, which was not affordable to all people. Since Microsoft set prices according to US market conditions, this pricing strategy faced numerous challenges in developing economies. Similarly, this OS does not support some of the old computer systems and therefore every user could not install Windows Vista on their computer. In other words, people who were using old computer systems had to integrate new system features in order for installing the Windows 7. In addition, the Windows Vista was characterized with a range of unwanted appearance changes. The Windows Vista’s windows closely resembled those of MAC OSX. The Minimize, Maximize, and Close buttons in Windows Vista were tiny in sizes and hence this feature raised difficulties to aged users and users with eyesight problems. Many users hold the view that Windows Vista was just an ideal replacement for its predecessor, the Window XP. Hence, the Microsoft necessarily needed to redesign its operating system and therefore the new Windows 7 was not built on XP technology. Hence, this new OS would not benefit XP users to directly upgrade their OS. In other words, users are required to purchase Windows 7 if they need to integrate any of these new OS features. This uniqueness of the Windows 7 is the major factor that assisted the company to make record sales and retain the interests of millions of its users. Moreover, the placement of Windows 7 in the market was at right time and hence this situational advantage also played its role in promoting the new OS sales. Different Windows 7 packages The major different types of Windows 7 packages are Windows 7 Starter, Windows 7 Home Basic, Windows 7 Home premium, Windows 7 Professional, Windows 7 Enterprise, and Windows 7 Ultimate. In addition, N and KN editions and VL builds are some sub-editions offered by the company. Windows 7 Starter is the simplest edition of Windows 7 and it contains only fewer features. It is available only in a 32-bit version and this OS mainly targets low level users. The Windows 7 Starter has only limited applications; it does not include the Windows Aero theme, and even features such as desktop wallpaper and visual styles cannot be changed by the user. Although Microsoft initially planned to restrict its capacity to running three simultaneous applications, this limitation was dropped later. The Microsoft allows computer manufactures and system integrators to provide Windows 7 Starter preinstalled on computers using OEM licenses. The Windows 7 Home Basic is mainly distributed in emerging markets; currently, it is available in 141 countries. In this Home Basic version, several Windows Aero options and new features are not included. It includes geographical activation restriction and hence users are required to activate Windows within a particular territory or country. According to Microsoft officials, the Windows 7 Home Basic mainly targets emerging markets. It offers more features than Windows 7 Starter. The Windows 7 Home Premium edition specifically targets home market segment. It includes some innovative features including Windows Aero, Windows Media Center, and multi touch support. Market data indicate that this edition can effectively meet the requirements of home users. It is more convenient to use than other two editions described above. In contrast to other editions, Windows 7 Professional is particularly aimed at small business owners and enthusiasts. This edition has the ability to take part in a Windows Server domain in addition to its all the features of Windows 7 Home Premium. As Hachman states, the fascinating attribute of Windows 7 Professional is that it also includes additional features such as Encrypting File System, Windows XP Mode, Software Restriction Policies, Presentation Mode, and location aware printing. It also operates as a Remote Desktop server (para: 5-8). The Windows 7 Enterprise focuses on the market’s enterprise segment. This edition is sold to organizations that have entered a Software Assurance contract with Microsoft. Volume licensing strategy is employed to sell this OS edition. As Hachman points out, UNIX application support, supportive features for Multilingual User Interface packages, and BitLocker Drive Encryption are some of the additional features of the Windows 7 Enterprise (Para: 10-14). This edition is distributed only through Microsoft Software Assurance channel and it hence it will not be available from retail or OEM channels. Consequently, it has a number of unique benefits including operation of diskless PCs and multiple virtual machines and VLK based activation (Windows, para: 1). Unlike Windows 7 Enterprise, Windows 7 Ultimate is available to home users on the basis of an individual license plan. However, this edition contains features similar to those of Windows 7 Enterprise. People using Windows 7 Home Premium and Windows 7 Professional can upgrade their OS to Windows 7 Ultimate with the help of Windows Anytime Upgrade. The major difference between Windows 7 Ultimate and Windows Vista Ultimate is that the former does not include Windows Ultimate Extras or any other exclusive feature. Likewise, the major focus of N and KN editions is that they do not include Windows Media-related technologies such as Windows Media Player, Windows Media Center, and Windows DVD Maker (Microsoft Support, para: 1-2). Lastly, VL builds sub-edition runs with volume license keys basis. VLKs are used to integrate multiple installations without the application of any additional mechanism. Microsoft Marketing Strategies Microsoft Corporation has cohesive, integrated, and comprehensive marketing strategies to promote its product sales. The company sets specific marketing objectives including numerical operational goals and objectives; this practice assists the company to evaluate its performance easily. While developing its marketing strategies, Microsoft gives specific focus on target market identification and competitive positioning determination. Currently, the company follows a sluggish marketing strategy and performs more intense competition. Since Microsoft is a well established company in the software industry, the company believes that it can raise potential challenges to competitors by engaging in intense market competition. In addition, Microsoft executives are of the view that a sluggish marketing strategy would be more suitable in a global economy which still has to recover from the impacts of global economic recession. While analyzing the corporate history of Microsoft, it seems that the company has been adopting an aggressive marketing strategy in emerging counties where greater external assistance is needed in IT related areas. Nowadays, the organization uses the infinite scope of social networking websites. According to Rowe’s view, Microsoft’s social medial marketing strategy is centered on three key objectives such as product improvement, communication, and product promotion (para: 2). Evidently, the company’s marketing strategy varies from market to market. Technical Advantages of Windows 7 Among numerous technical advantages of Windows 7, the most notable one is that it includes features for improving user productivity. To illustrate, it includes two exciting features namely DirectAccess and BranchCashe. The DiretAccess allows end users to easily get access to their corporate network without the application of the VPN software whereas BranchCashe assists end users to quickly access remote data. In addition, the federated search option is of great help to users to search and understand local, network, and internet based contents in a single view. The BitLocker To Go feature is helpful for Windows 7 users to securely keep data on PCs and removable drives. Based on this technical feature, it is possible to automatically encrypt USB drives connected to Windows 7 system. Internet Explorer 8 has built-in anti-phishing and anti-malware features that would help users to effectively prevent malicious and social engineering attacks from unknown websites (Dell, para: 1-6). Another notable technical merit of this OS is that its modified painting program can create png images. Finally, the Problem Steps Recorder assists users to easily fix a technical error as this tool is very effective to capture necessary information about the operating system and user interface elements in addition to monitoring user activities through mouse and keyboard (Dell, para: 1-6). Competitive Use of Windows 7 While analyzing the marketing tactics of Microsoft, it is clear that the organization is thoughtfully using its Windows 7 OS to gain competitive advantages over its rivals. As we noted earlier, it was designed to resolve numerous pitfalls of Windows Vista. The company offers six major editions of Windows 7 so as to meet the requirements of various market segments. Through this strategy, the company also attempts to make their newly developed operating system affordable to various market segments across the globe. Microsoft largely uses online operating system review forums to promote the sales of Windows 7 since mouth publicity is more powerful and effective than other promotional techniques. The company is framing innovative marketing strategies to promote the sales of its next version Windows Operating System (Windows 8) without hurting the Windows 7 sales since Windows 7 has been already accepted in the market. Through providing users with anytime upgrade option, the company tries to retain its existing users. Porter’s five forces model analysis Porter’s five forces model would be a better tool to evaluate competitive status of Windows 7 in the software industry. Threat of new entrants Microsoft can effectively limit the threat of new entrants because the Windows Operating System has been well established in the PC industry. Hence, Microsoft is really competing with its own outdated operating systems. For a new entrant, it is necessary to make huge investments and this high entry cost to persuade marketers to abstain from entering OS development sector. Threat of substitutes The Windows Operating System maintains unique features which are difficult for others to copy or reproduce. Mac operating systems is the major substitute to Windows 7. However, if users wish to purchase a Mac operating system, they need to spend more and change their computer requirements entirely. Ultimately, this practice would involve an emotional change and therefore threat of substitutes is very low. Degree of competitive rivalry Although Apple is the most potential competitor to Microsoft, it raises little threat to Windows 7 because Apple’s operating system is more expensive than Windows 7. In addition, Apple and Microsoft are not same in size and hence Microsoft does not need to struggle much to compete with Apple’s Mac. Hence, level of competition does not raise any challenge to Windows 7. Buyer power Since Microsoft has a convincing position on PC operating system market, buyers have no bargaining option but to purchase the Windows at the tagged price. In short, buyer power is too low in case of Windows 7 as no potential alternative is available to users. Supplier power As the Microsoft has an efficient group of software developers, they need not outsource any part of its OS development project. In other words, the organization does not rely much on outsiders. To conclude, supplier power does not impede Windows 7’s sales. MS supply chain management Microsoft’s corporate success can be mainly attributed to its well designed and thoughtful supply chain management activities. Microsoft and its industry partners strive to enhance operational integration and collaboration as this strategy in turn would benefit the company to drive retail innovation; build high value business connections; strengthen customer relationships; improve operational performance; and promote supply chain visibility and supplier collaboration (Microsoft, pp. 6-8). It is obvious that retail innovation is a crucial factor determining the sales volume of a product as today’s consumer driven industry gives great emphasis on technological innovations. The collaborative supply chain activities of Microsoft would foster retail innovation which in turn may enhance the business growth. Furthermore, this operational strategy would greatly assist the corporation to build reputed business connections which are very important in improving the firm’s market stature. In addition, Microsoft’s supply chain management specifically focuses on maintaining good customer relationships, which have a central role to play in modern customer focused business world. Finally, the integrated supply chain operations may assist the organization to monitor supply chain efficiency and thereby improve operational performance. Application of supply chain management While scrutinizing Microsoft’s corporate history, it seems that the company’s supply chain management strategy has significantly aided improving bottom line operational standards; reducing costs; and improving overall managerial efficiency. As discussed earlier, Microsoft’s collaborative supply chain activities foster retail innovation which in turn would help to promote employee creativity and other bottom line management operations. Generally, many multinational corporations pay attention only on their top level managerial activities as they believe that bottom line operation would automatically be in order. In contrast to this policy, Microsoft’s supply chain management has taken steps to ensure active bottom level participation. In addition, this policy may benefit the company to reduce its promotional expenses. To illustrate, retailers are in direct touch with customers and therefore they can effectively identify better product promotion strategies. Thus, the organization can avoid unnecessary sales promotion expenses and thereby trim down operational costs. Similarly, better customer relationships achieved through integrated supply chain management operations may aid the firm to retain customers without expensive promotional efforts. Business analysts point out that reputed business relations have provided the organization with a range of cost benefits because the company could take advantages of large scale operations. Evidently, thoughtful supply chain management and thereby cost effectiveness has significantly benefited Microsoft to dominate the OS market sector. It is the main reason why the organization can set a relatively lower price for its Windows products than what Apple charges for its operating system. Business intelligence Business intelligence can be defined as “the processes, technologies, and tools needed to turn data into information, information into knowledge, and knowledge into plans that drive profitable business action” (Loshin, 6). Through business intelligence investments in Office “12” together with MS Office Business Scorecard Manager, the Microsoft Corporation builds business intelligence and makes it easily accessible to employees and other organizational segments. Recently, the company has increased the level of investments in business intelligence because the organization considers this concept vital to business success. Unlike the past practices, the company is trying to make its business intelligence software simple, inexpensive, and connected to software tools people commonly use. The organization attempts to improve its business intelligence through Microsoft Office tools as they are able to simplify the process of passing business information. It seems that the organization mainly uses Office “12” Excel and Office “12” SharePoint Products and other similar technologies to build high quality business intelligence process. Nowadays, Microsoft specifically tries to develop more secure business intelligence tools since secrecy of confidential information is of prime importance in business growth. The corporation strives to provide its users with accurate and up to date information for enabling them to make more relevant decisions. Recently, the organization has developed SQL Server 2012 to effectively deal with data integration with intent to promote business intelligence; this system is helpful for users to unlock new insights with the help of managed self-service business intelligence (SQL Server, para: 1-2). Information warehouse products Microsoft produces and markets its own information warehouse management products in order to improve market competence. The company believes that this strategy would help to get an edge over its competitors including Apple. Microsoft SQL Server is an example of information warehouse management product developed and marketed by the Microsoft Corporation. The primary function of this product is to store and deliver data as and when required by other software applications. Like any other of its software product, this type of warehouse management products is marketed by Microsoft itself through its several traditional marketing channels. By developing and marketing its own information warehouse management products, the organization attains greater data management efficiency and operational feasibility. Use of E-commerce While analyzing the Windows 7 marketing strategies, it is obvious that Microsoft extensively use modern E-commerce tools for promoting the sales of this new OS. As discussed earlier, Microsoft largely depends on online retail giants like Amazon.com for selling Windows 7 worldwide. The company generates notable portion of its sales from Amazon.com. In addition, Windows 7 editions are available at Wal-Mart.com. Since Wal-Mart is an international retailer, users worldwide can purchase Windows 7 with just a mouse click. By extensively using E-commerce techniques, the organization can generate huge sales revenues. It is evident that users can more conveniently purchase Windows 7 from internet than buying it manually because the whole online purchase process would complete within minutes. Microsoft also uses infinite scope of E-commerce to promote Windows 7. For this purpose, the company lists this operating system’s various features on OS review forums and thereby enables users to compare Windows 7 with competing products. In such forums and other external websites, download links are provided to purchase Windows 7 directly or indirectly from providers like Amazon.com or Wal-Mart.com. Such promotion policies would greatly assist the organization to capture user concentration and easily make users knowledgeable about new features integrated to Windows 7. Search engine optimization is another Windows 7 promotional strategy used by Microsoft so as to easily invite people concentration to this Windows Operating System. The company offers free antivirus software along with Windows 7 download; this service may influence PC users to purchase Windows 7 and hence take advantages of cost benefits. Use of social networking and portable computing Microsoft Corporation largely uses social media based marketing techniques for the promotion of its operating systems including Windows 7. In case of Windows 7, Microsoft adopts a pull marketing strategy by which improvements to the OS are driven by customer feedbacks rather than company’s OS developers’ team. In order to obtain customer suggestions, the organization extensively uses social networking websites like facebook, and offers company-sponsored online review forums. Rather than defending or ignoring customer complaints, the Microsoft empowers customers to help the company better serve user needs in future. This strategy has greatly aided the company to transform critics of Windows Vista into promoters of Windows 7. Similarly, the company makes use of blogs, Twitter, and other discussion groups to provide timely updates to its followers regarding software upgradation. Such practices have benefited the company to influence its followers to promote Windows 7 using their own social networks. In addition, the organization posts Windows 7 demonstration videos on YouTube in order to enlighten customers about this OS installation and use. In addition, Microsoft uses many portable computing tools to increase its user strength. Portable computing techniques enable Microsoft users to access internet from anywhere in the world. According to an opinion, “a subscriber to the Microsoft Office through an ISP could use the program regardless whether it was installed locally on the connected client service” (Berger, para: 7). Evidently, such features would catch customer attention since modern people like to be kept connected regardless of territory barriers. Conclusion From the above discussion, it is clear that Windows 7, the alternative Windows OS to Windows Vista, greatly assisted Microsoft to generate huge sales revenues within a short span of time. Unlike Windows Vista, Windows 7 was not built on XP technology and therefore this OS offers absolutely new features to users. It offers six different editions to meet operational requirements as well as financial interests of different users. Each of these six editions targets specific market segments. The company mainly uses a sluggish marketing strategy to promote its software products. Well integrated and cohesive supply chain management activities have greatly benefited Microsoft to gain a range of competitive advantages over its market rivals. In addition, the company gives specific focus on business intelligence and information warehouse management. Finally, Microsoft Corporation extensively and effectively uses E-commerce to promote the sale of Windows 7 and other software products. Works Cited Berger, Matt. “Portable computing? You ain’t seen nothing yet.” PC World. (2002). Web. 22 June 2012. The City is Alive. “Windows 7 launch.” (2009). Web. 22 June 2012. Dell. “Windows 7: Ready for business.” (2012). Web. 22 June 2012. Hachman, Mark. “All Windows 7 versions-What you need to know.” Extreme Tech. (2009). Web. 22 June 2012. Info World. “The top 20 Info World video guide to the best of Microsoft’s newest OS.” (2009). Web. 22 June 2012. Loshin, David. Business Intelligence: The Savvy Manager's Guide, Getting Onboard with Emerging IT. USA: Morgan Kaufmann, 2003. Print. Microsoft Windows. (n.d). Web. 21 June 2012. Microsoft Support. “Description of the Windows media future pack for Windows 7 N and for Windows 7 KN.” (2009). Web. 22 June 2012. Microsoft. “Retail: Supply chain management.” Microsoft Point of View. (2007): 1-11. Print. Rowe, Tim. “Social media marketing strategies.” Ecommerce. (2010). Web. 22 June 2012. SQL Server: Microsoft. “SQL server 2012 business intelligence.” (2012). Web. 22 June 2012. Windows. “Windows 7 enterprise: Meeting your business and IT needs.” (2012). Web. 22 June 2012. . Read More