The New Windows Exec (from: Microsoft Monitor)
http://www.microsoftmonitor.com/archives/006737.html
Overnight, Microsoft named Michael Sievert corporate vice president for Windows product management. He replaces Tom Button, who has been on leave of absence for family reasons.
I see Michael’s new role, which he assumes from outside Microsoft, as clear sign of the company’s commitment to getting the Longhorn launch right. Michael comes from AT&T Wireless, which had worked closely with Microsoft on smartphone deployment before acquisition by Cingular. Michael’s résumé also includes marketing positions at E*Trade and Proctor & Gamble. I expect Microsoft plans on using his consumer marketing management skills for the Longhorn launch.
Microsoft generally promotes employees to top positions rather than look to outsiders. Located in Redmond and presumably already having worked with Microsoft, Michael is, of course, an outsider but in other ways really not. Because he is an outsider-and someone with consumer marketing prowess-there is opportunity to reinvigorate the Windows team’s Longhorn launch preparations.
Problem is this: Microsoft’s corporate culture is increasingly analytical (I’m reminded more and more of IBM). Microsoft’s current corporate culture may foster innovative product development, but engineers aren’t necessarily the best marketing people. I’m glad to see executive management has recognized a longstanding problem and brought in a marketing heavyweight.
Michael has some heavy lifting ahead. By promoting Longhorn too soon, instead of Windows XP, and then having to pull back features, Microsoft has made quite the mess. For so long, Microsoft execs and product managers emphasized the new WinFS file system, which now won’t ship with Longhorn. So there is now a big question mark over what is Longhorn, and Microsoft really hasn’t answered the question after yanking key product features, like WinFS.
So, I see Michael’s role as twofold: Helping to reinvigorate enthusiasm for Longhorn and properly promoting the product at launch. The task is daunting in part because Microsoft’s consumer usage message is so complex. A couple weeks ago I made suggestions about more contextual marketing around Microsoft’s complex usage scenarios.. I wish Michael good luck in his new role; he’ll need it.