A Public Relations Plan for Microsoft

Microsoft must respond to the open source movement, both the formal initiative and the growing number of adherents in the corporate and government worlds. Open Source Software is the most serious threat to current and future Microsoft revenues and is the theme for this proposed public relations campaign. Open Source Linux and Apache are taking leadership positions in computer centers. What is more worrisome is that Linux may become the operating system of choice in corporate client devices in the near future. If certain publics become strategic buyers of Linux, it is probable that Windows will be driven from the market. This is the conclusion of Casadesus-Masanell and Ghemawat (2005, p 3), two Harvard Business School professors.

Microsoft must establish effective communication channels with key publics to exchange understandings about Windows and Open Source. It must make sure, in honest discussion, that those publics are aware of the capability of both Windows and Open Source to fulfill needs and interests. If Microsoft does not do this, misconceptions or mistrust may influence decisions that result in the disastrous scenario of that Harvard study.

The main barrier to Microsoft for effectively communicating messages about open source, and managing the growing crisis is the lack of integration across the different public relations firms and 5,000 bloggers. Additionally, it is not apparent that Microsoft has organized its thinking about open source according to integrated marketing communication principles. The result is isolated messages about open source that are not targeted to specific publics. The isolated message do not use a strategy and tactics appropriate for each public. Wilson and Ogden (2004, p 138) say that targeting specific publics, and using a strategy and tactics appropriate for each public is the hallmark of strategic public relations planning.

Here is a link to the proposed PR plan: Microsoft Public Relations Plan

References
Casadesus-Masanell, R. and P. Ghemawat (June 6, 2005). Microsoft vs. Open Source: Who Will Win? Retrieved on March 31, 2008 from http://hbswk.hbs.edu/item/4834.html

Wilson, Laurie and Ogden, Joseph (2004). Strategic Communications Planning, 4th Ed. Kendall/Hunt Publishing Company.

Microsoft and Open Source: A Gambler's Ruin Competition

Open Source software strikes at the heart of Microsoft – its value add to the economy. Open Source offers for free the software that Microsoft sells and that is the basis for its enormous revenue stream.

I think the relationship between Microsoft and Open Source is a Gambler's Ruin Competition. This is a rivalry between two parties, one with a large, well established position and the other with a small position but able to compete effectively on individual transactions. The classic example is a casino versus a professional gambler who has a system (also known as a martingale) that enables them to win more than 50% of the time.

Microsoft might see a rapid reversal of fortune if a few strategic buyers go Linux. These would be big enough Open Source wins that they reverse the over-dominating share, the house advantage Microsoft holds in the market.

ISVs would then become interested in Linux; additionally, Linux vendors could extend the purchase price advantage into a clear TCO advantage by improving usability and administrative services; end-users and help desks begin training on Linux.

The key strategy for Microsoft is to keep that from happening. Keep the “strategic buyers” in Windows. Government and large corporate buyers - they are far and away the most important publics.

For a more comprehensive analysis, see Redmond Review Gamblers

WordPress Blog: Closed Nature of an Open Source New Media Tool

There are a variety of new media software applications that provide blog, wiki and forum functionality on intranets. Open Source new media tools offer a platform independence advantage when compared with the comprehensive Microsoft SharePoint Portal Suite. SharePoint is tightly integrated with Windows and Internet Information Server (IIS). Platform independence has proved true of CanvasWiki, Galleon, and Mango Open Source.

WordPress surprised us.

It requires MySQL to operate (see WordPress Support Post) Database independence through ODBC has been available for 17 years so it is surprising that an open source design would not have considered it.

That aside, the installation process was a breeze, the famous five minute install. The software is located at WordPress Download.

Our platform is Windows 2003 Server with IIS. Our database is SQL Server so we needed to install and configure MySQL, available from Sun at MySQL Download. Again, the MySQL installation was very straightforward. We use a graphical user interface to administer MySQL available at Kovocs. Our installation steps were:

1. Install PHP. An MSI file for the Windows version of PHP can be downloaded from http://us3.php.net/get/php-5.2.6-win32-installer.msi/from/a/mirror


2. Once PHP is installed, we added index.php as index page in IIS.


3. Create a folder in Inetpub\wwwroot to hold the blog


4. Create a database in MySQL


5. Change wp-config_sample.php to wp-config.php


6. Edit wp-config.php and add db info


7. Start Firefox and open Inetpub\wwwroot\thefolderyou justcreated/wp-admin/install.php
   

WordPress has proved to be full-featured, and very flexible. It lends itself very well to a professional appearance.