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The Vista wow becomes a whisper

Mary Jo Foley ridicules Microsoft's Vista marketing efforts, and rightfully so:

I wasn’t a big fan of the “Wow” campaign around Windows Vista. But its newest incarnation — “100 Reasons Why Everyone’s So Speechless” — might be even worse.

The new site (which Microsoft officials just told me has been on the Web since January, though I have to admit I never saw until today)  lists 100 reasons users should take a closer look at Windows Vista. No. 1 is “It makes using your PC a breeze.” No. 100 is “Because your network is the backbone of your business (Network Diagnostics and Troubleshooting).”

When Microsoft launched Windows Vista in January, execs knew they needed a succinct way to explain why users should upgrade to the new OS. Not a list of 50 reasons. But something that would roll off the tongue of salesclerks and PC makers in a 30-second pitch.

For a while, Microsoft tried bucketing Vista’s new features into three “C’s”: Clear, Confident and Connected. When asked for just one reason why users should upgrade, company execs, for a while, were emphasizing security.

But now Microsoft’s taken a step backwards and done not a Top 5 or Top 10 list, but a Top 100. Sure, it’s tempting with Apple running around claiming Leopard will have 300 new features, to go for bigger numbers. But sometimes less is more.


Related: 100 Reasons You'll Be Speechless

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