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While the
Europeans haggle over the Windows 7 browser scheme,
everyone else may want to look at other creative ways
Microsoft's
new operating system will advance its business.
The
software debuting
Oct. 22
practically sells itself.
But in
case you're sitting on the fence,
Microsoft
figured out a few ways to give the software and its
companion online services a nudge into your home.
These
aren't sneaky tricks.
Microsoft's
too careful for that nowadays, and has too much to lose
by twisting arms and potentially angering regulators.
They're
actually pretty standard ways that technology products
are sold, although they may surprise some people when
they start using their new Windows 7 computers.
They're
also low level, in the overall scheme of how
Microsoft's
pitching Windows 7. Quality is, thankfully, the biggest
selling point for the software that will soon run most
of the world's PCs.
Yet it's
worth noting that:
1.
Windows 7 pulls you into
Microsoft's
online world.
With
Windows 7, it's harder than ever to resist the
enhancements you'll get when you link your PC up to
online services from
Microsoft
.
You don't
have to go there with Windows 7. But you'll probably
want to, at least to download the free programs that
used to be included with Windows.
The
programs — offered as a set of "Windows Live
Essentials" — include Photo Gallery
image-handling software, Movie Maker video-editing
tools, Messenger and e-mail management products.
Even more
alluring to budget-minded PC owners is the free
"Security Essentials" software that
Microsoft's
now offering online.
They're
nice programs and the downloads are pretty painless, but
some may wonder why the essentials aren't in the box.
But, by decoupling these programs,
Microsoft
avoids being accused of bundling too much into Windows.
It also
guarantees that most new PC users will head to Microsoft
Web sites, where they'll be encouraged to create an
online account "to get the most from your new
programs."
Chances
are good they'll also end up configuring their new PC
the way
Microsoft
would like.
At the
end of the Live Essentials download process, boxes are
already checked to make
Microsoft's
Bing the browser's default search provider and MSN the
home page. All you have to do is click
"continue."
Google
does the same sort of thing when you use its free
programs. It's like sign-up jujitsu that has you bound
to a particular Web search service before you know it.
Maybe we
should be happy these companies value our attention so
much.
2.
Windows 7 is viral.
I've
written before about how the software's cool new media
sharing and streaming features work primarily with other
Windows 7 computers, so you'll have to upgrade all your
computers to make the most of it.
This
applies to more than just entertainment; the same
sharing and networking tools make it easier to find and
sort what's stored where. This is crucial now that the
majority of households in the U.S. own multiple
computers, as
Microsoft
notes.
Windows 7
helps by linking up all the PCs on a home network, so
they can all be searched at once. It can also gather
their files, music, photos and video into shared pools.
If all
the PCs are running Windows 7, that is.
Fortunately
Microsoft
is making it somewhat affordable to upgrade. Earlier
this year it offered special discounts on pre-orders;
student copies are
$30
. A
$150
"family pack" includes three copies of Windows
7 Home Premium.
Search
for "Windows 7 Upgrade Advisor" for a
Microsoft
tool that will analyze your PC to see if it can handle
the software.
3.
Windows 7 will complement
Microsoft's
advertising business. Thankfully, Windows 7 is still
commercial free.
But there
are a few ways that users may end up touched by
Microsoft's
aggressive push into the interactive ad business.
One way
is through Bing, if that ends up being the search engine
in their browser. This isn't forced on people any more
than
Google
or
Yahoo
is; they're all constantly trying to get themselves into
your browser one way or another.
That's
ultimately why
Microsoft
is encouraging buyers to use its Web services, as
described above.
Microsoft
is planning to go one step further, though. Starting
next year, it will preload some Windows 7 PCs with a new
version of Office that displays ads.
This
doesn't mean Windows has ads or that you'll have to see
ads when you use a PC.
Technically,
the ads will appear in a free "starter"
version of Office that will be preloaded onto PCs by
participating computer makers. This will replace the
budget "Works" productivity suite that comes
with most consumer PCs.
People
can pay to upgrade to an ad-free version of Office, or
simply put up with the display ads.
This was
probably inevitable, as
Microsoft
is experimenting with new ways to make money on software
and competing with ad-supported products offered by
Google
.
Microsoft's
doing the same thing on the new Zune, showing ads with
games for the device.
These
ad-supported applications are optional to use, but it's
still disconcerting to have expensive and soon essential
tools plugged into a dynamic ad-delivery system.
I wonder
if people would rather have old-fashioned, ad-free
bundling.
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