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Starter
March 2010
Office Starter 2010
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Starter’s Strategic Value
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Starter’s strategic value is to put non-buyers back on the path to purchase.
Click to edit body copy. Starter Delivers Critical PC Coverage
Coverage
•
•
•
•
•
70% of people leave store without purchasing Office.
80% of people choose productivity suite within 6 weeks
6 ½ times higher works usage when pre-installed
78% of Works user tell us they use Works b/c it’s Preloaded.
Compete usage is 2 ½ times higher when Works not on PC
Drive Office Engagement with Superior Coverage Solution
Engagement
• 20% of non-buyers cite “lack of familiarity” with Office as primary
reason not to buy
• Keep non-buyers in the Office family; let people explore the live
services and the perspective to enroll to Office Web
• Negative consumer reaction to trial software, low conversion rate
• Works lacks Office brand, file compatibility, user interface
Drive upgrade conversions to full Office
Upgrade
• Starter offers perpetual in-product upgrade
• Starter is not a trial and does not expire
• 16.3% of initial beta users interacted with upsell hooks in first
month on beta.
Starter Walk-Through
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Starter at a Glance
Applications
Word Starter, Excel Starter
Features
Reduced feature set
Customization
No customization to the
Ribbon, Backstage, or the
Quick Access Toolbar
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Programmability
Four tabs for basic home use.
Removed: References, Review,
View, and Developer. In Excel,
Data tab is removed.
Button to
purchase
full Office
No VBA support (Developer
tab is removed), Add-ins do
not load
Advertising
Yes
Number of installs
1 (pre-installed on new PCs
only)
Operating System
Vista SP2 or Higher. No XP.
Back up media
Not available unless OEM
ships back up recovery of
full hard drive
Support
OEM support, free
community support, paid
support available
Language packs
Not supported
Activation required
No
Availability
OEM only – no download or
purchase
Cannot customize Ribbon
Cannot
customize
quick access
toolbar
Tabs have
commands /
features removed.
Right task pane is
persistent. Provides
upsell, tips and links
to content.
Ad is persistent,
rotates every 45
seconds when
product in use
What Features Is Starter Missing?
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Word
Starter
Excel
Starter
Home and
Student
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References, Review, View,
Developer, Data (Excel only)
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
Table of Contents
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n/a
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Bibliography / Citation
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n/a
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Footnotes
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n/a
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Restrict Permissions
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Password protection
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
Smart Art
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
Equation Editor
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
Freeze Panes
n/a
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
Navigation Pane

n/a
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Quick Access Toolbar



Ribbon



Macros

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
Track changes

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Comments
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
Pivot Table
n/a
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
Pivot Chart
n/a
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Slicers
n/a
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
External Data
n/a
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
Functionality Removed
Applications
Tabs
References
Document
Protection
Enhancements
Viewing
Customize
Collaborate
Data
PowerPoint, OneNote
78% of small
businesses use at
least one removed
Excel feature
68% of home
customers use at
least one removed
Excel feature
50% of consumers
use at least one
removed Word
feature
Who
is
Starter
For?
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Starter is for Consumers Not Ready to Buy
Starter helps home users not ready to buy, access their existing Word and Excel® files, get familiar
with a limited selection of Office 2010 features, and upgrade easily to a complete Office 2010 suite
whenever they’re ready.
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Majority of Starter Users will be from Non-Genuine Office Sources
At Risk Home
and Student
6%
Competitive
1%
Works Users
13%
Nothing /
Naked
24%
Office Users
7%
Office Pirates
49%
What Do People Need that Starter Doesn’t Have?
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Need applications
that Starter does not include
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72%
Which applications do you need?
39%
Publisher
32%
Access
Groove
16%
8%
No
Need features in Word or Excel that
Office Starter does not include
What features did you need?
Smart Art Graphics
Comments and Track Changes in Word and Excel
Text to Columns in Excel
References, Footnotes, or Bibliography in Word
Macros or Add Ins in Excel and Word
Customize the Quick Access Toolbar in Word or Excel
40%
60%
Table of Contents in Word
Getting Data from External Sources in Excel
Freeze Panes in Excel
Advanced Filter Options in Excel
Equation Editor in Word
Yes
48%
Outlook
OneNote
Yes
75%
PowerPoint
No
Pivot Tables in Excel
Goal Seek in Excel
Other
36%
32%
31%
31%
26%
25%
23%
22%
21%
16%
13%
11%
10%
5%
Dimensions that Create Greatest Differentiation
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Between
andheadline
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• When positioning full Office vs. Starter, lead with missing Applications – particularly PowerPoint – these
are Starter’s most limiting factors.
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• The Advertising and Right Panel are the #2 impediment to Starter adoption.
• Missing features in Word and Excel are the third reason Starter does not meet needs of full Office users.
Single Best Reason For Office
Starter Not Being Appropriate
Reasons Office Starter Was Not
Right Software: Top-3
I need applications that Office Starter
does not include
72%
I need features in Word or Excel that
Office Starter does not include
60%
I need applications that Starter does
not include
Most Limiting Factor
44%
I need features in Word or Excel that
Starter does not include
18%
17%
31%
PowerPoint is not included in Office Starter
Office Starter includes advertising in a right
pane that is always open
16%
Outlook is not included in Office Starter
15%
It seems to have less functionality than
COMPNAME
42%
I just like what I have now
I just like COMPNAME better
39%
I didn't like the advertising
7%
Word Starter does not have some features
12%
It seems to have less functionality
than COMPNAME
6%
Publisher is not included in Office Starter
10%
I didn't like the pane on the right
side of the screen.
5%
Excel Starter does not have some features
7%
6%
I didn't like the advertising
I didn't like the pane on the right side of
the screen.
36%
25%
I did not like the user interface
13%
I don't like the name of the product
3%
Access is not included in Office Starter
I don't like the name of the product
12%
I did not like the user interface
2%
OneNote is not included in Office Starter
Less Specificity
More Specificity
3%
Office Starter Beta User Feedback
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Striking the Balance
Beta users provide product feedback via the “send-a-smile” (SAS) program – positive comments are “smile” and negative are “frown.”
Feedback specific to Starter’s fell into 10 categories. Note: Some areas that saw little feedback (missing applications, n=5), had far greater
response through other customer channels – such as forums. Key insights from SAS:
•
•
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Advertising: Nearly 9 out of 10 comments regarding advertising were negative – 12% of comments total.
Feature removal: 95% comments were negative.
Basic use: 53% positive and 47% negative indicates good balance – Starter is for some, but not everybody, even in basic use.
New features: 92% positive comments – if 20% of non-buyers cite “lack of familiarity” with Office as primary reason not to buy, Starter
is a good opportunity to expose people to some of the great new features and UI in 2010.
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47% User Interace
53%
Setup
74%
26%
92%
8% New Features
Missing Apps
90%
Feature Removal
95%
47%
94%
5%
Compatibility
66%
84%
10%
34%
Basic Use
53%
Ad Pane
Accessibility
Frown
16%
6%
Smile
Office Starter Beta User Feedback
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Starter Customer Feedback tracking to product design and positioning
User Feedback: Beta users have sent 1,552 pieces of feedback:
40% positive.
60% negative.
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Advertising: “I'm trying to write a final exam paper and the
advertisement on the bottom right keeps flipping to different
images and is distracting when I'm trying to concentrate.”
• Ad bar intrusiveness is #1 bug (34% of votes)
Missing Programs: “MS should integrate POWERPOINT to Office
Starter. Firstly, student who need to do PPT presentations will use
it. Second, POWERPOINT is an
essential tool, without it, it may
not be complete.”
Missing Features: “A little
disappointed that there are no
commenting options. I consider
that a basic feature.”
General Use: “The starter editions have all the functions
necessary for basic documents.”
“Microsoft Office Starter (Word) has the right amount of
features that I use, and probably a large percentage of
Word users.”
“So far - both Word and Excel have been great.”
Works: “I really like starter, and
have gotten rid of works :-).”
“It looks really cool, big difference
from Microsoft Works.”
“In my work with Excel I need
Macros.”
Compete: “I really like the concept
of a free word / excel. Perfect for
my dad, he is currently using
OpenOffice.”
“No footnotes? Students will
never use it.”
“With Starter edition there is no
need for OpenOffice.”
Others: Outlook, SmartArt,
customize quick access toolbar,
macros, view tab.
Advertising: “If the ads remain in
the lower right and the size used in
the beta I think they are quite
acceptable.”
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Starter’s
1. Missing Applications
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81% of people
who prefer
Office to Starter cite
apps that are missing, but needed.
• 75% cite PPT. 49% cite Outlook.
2. Includes Advertising
• 88% of beta user feedback on ads is negative
• Ad intrusiveness was #1 bug in beta.
• Longer time in doc, lower tolerance for ads.
3. Feature Removal
• 94% of feedback on feature removal is negative
• 2/3 of people say they need at least one
removed feature
4. Upsell Throughout the Client
• Upsell prompts appear throughout the client
remind them what they are missing.
• Ad space, ribbon, right pane, in-client prompts
Starter
Marketing
Guidance
Containment
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We are supporting guidance with policy and investments to maintain consistent Starter
messaging to reduce consumer confusion and clearly differentiate with full Office suites.
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• Microsoft Advantage limits
Starter messaging and
placement
• OEMs only authorize re-sellers to
use approved messaging
MANAGED RETAIL
SYSTEM BUILDER
• Messaging requirements part of
System Builder OPK license
• Starter Marketing execution
part of Co-Op program eligibility
Starter
Marketing
UNMANAGED RETAIL
• Restrictions pass through from
OEM only authorize use of
approved messaging
• Tier 1 Depth Incentive Program
and Tier 1 & 2 MDF program
include limits on Starter
messaging and placement
Starter
Guidance Details
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STARTER MARKETING GUIDANCE
•
Lead with and optimize for Office paid suite attach in all marketing touchpoints.
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• When
advertising PCs, reference the preloaded PC and purchase product key to
LIMIT
AWARENESS
activate instead of “Office Starter 2010.”
• When describing what software is shipping with PC (whether fact tag, specs or line
list) use messaging framework to properly message the pre-loaded Office 2010
suite. Do not call out Office Starter 2010.
• Office Starter messaging must strictly adhere to core messaging frameworks.
LIMIT
CONSIDERATION
LIMIT
PREFERENCE
PURCHASE
2010
• Office Starter should not appear in a SKU matrix or any comparison to full Office.
• Always refer to “Office Starter 2010” or “Word Starter and Excel Starter.”
• Any mention of “Office Starter 2010” should include the following: “This PC is
preloaded with reduced-functionality versions of Word and Excel that include
advertising. Purchase an Office 2010 Product Key to activate full-featured Office
software on this PC.”
Call to action is “Purchase an Office 2010 Product Key to activate full-featured Office
software on this PC.”