Dvorak: Microsoft’s ‘Mojave’ stunt humiliates ignorant users and itself

“Microsoft [recently] captured people who were told they were getting sneak peak at some future version of Windows named ‘Mojave.’ Instead, they were shown a repackaged Vista,” John C. Dvorak writes for MarketWatch.

“The idea, from Microsoft’s perspective, was to find individuals who had a negative viewpoint on Vista and wow them with the next-generation OS to see what they thought. See the Mojave Experiment site,” Dvorak writes. “The company’s goal was to prove that users’ initial opinion was wrong and that they probably had never seen Vista before — which seems to be the case in most instances.”

Dvorak writes, “This stunt has now been analyzed to death by the tech press [but] all the analysis and corporate posturing miss the key point: Microsoft has to ask itself why it needs to do something like this in the first place.

Dvorak writes, “Ironically, the comments made in the Mojave video do nothing more than confirm the problem. As things sit now, Vista is no more than a pathetic embodiment of the sad-sack character portrayed by Hodgman in the Apple ads as far as the public is concerned.”

“The likelihood of the mostly humorless Microsoft approach to advertising somehow matching Apple’s in effectiveness is nil. In this race for mindshare, Microsoft is the tortoise and Apple is the hare,” Dvorak writes. “But unlike in the fable where the hare dawdled, Apple left the starting line two years early and has been going full tilt ever since. The tortoise is apparently brain-damaged and doing nothing.”

Full article – gulp, recommended – here.

Amazingly, this one from Dvorak is a good read and right on point, too. The bloated gas bag must be taking his meds this week.

We’ve already done our take regarding this on Tuesday: Microsoft launches ‘Mojave Experiment’ Windows Vista rehab site.

Yes, we hate it when John agrees with us.

68 Comments

  1. Can you believe his last statement!!!

    But unlike in the fable where the hare dawdled, Apple left the starting line two years early and has been going full tilt ever since. The tortoise is apparently brain-damaged and doing nothing

  2. I think everyone is getting is frustrated with M$’s performance. Remember, there are a lot of people that have hung their hats on being M$ pundits, experts, and IT professionals. It must suck to go to work everyday knowing that your world revolves around crappy software from a company that cares nothing about making a quality product. I mean every time one of these MSCE’s is haggling over virus software with a vendor don’t you he/she knows that with a real OS the anti-virus budget could a be a salary bonus?

    Just my $0.02

  3. I think John needs to learn how to use big words like “embodiment” correctly.

    Before you flame me, notice he wrote that Vista embodies Hodgman’s character. That’s the reverse of the definition of embodiment. Was he making a literary joke? Doubtful.

    Professionals are supposed to know how to use their tools!

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