the tindog coffeehouse

Microsoft is finally getting around to responding to Apple’s “I’m a Mac” ads by releasing a series of ads showing various people, including a few celebrities, proclaiming that they’re a PC. The idea is to combat the negative stereotype of Windows and its users propagated by the Apple ads.

With other marketing efforts such as the Mojave Experiment falling flat, it was a smart move on Microsoft’s part to take direct aim at Apple. After all, the Windows/Mac debate has always been about culture and stereotypes rather than about the actual quality of the products.

As well-orchestrated as the ads may be, however, I don’t think they’ll be enough.

Microsoft is in a terrible position, image-wise, in the tech world. Windows Vista, although a pretty good operating system, has been so maligned since its release that no amount of marketing is going to change that. That’s the reality.

But that’s not the only area they’re having problems in. They continue losing ground to Firefox and Google in the browser world, and they’re struggling with RIM, Apple, and soon Google in the mobile OS market. And when you look at online activities (search, webmail, social networking, web-based apps), they’re not just losing out to Google and others, they’re becoming the AOL of the Net in the process. Think about it: which connotes a more professional image, a Gmail address or a Hotmail address? WordPress or Windows Live Spaces? Flickr or Windows Live Photo Gallery?

Microsoft continues to excel (no pun intended) in the OS and office productivity worlds, and they have a strong foothold in the enterprise. But clearly they’re struggling with an image problem in the consumer realm, and ultimately that could be devastating. (And honestly, their own “Windows Live” branding isn’t helping anything.) Even non-techy users are becoming more sophisticated, and they’re going to use the products that best fit their needs. And the fact of the matter is, outside of the enterprise Microsoft does not have the best products in most cases.

The “I’m a PC” ads are a good first step in changing how their products are perceived, but they’re going to have to do much, much more–going on the offensive not just against Apple, but against Google and others–if they hope to remain relevant in the years to come.