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Transcript of Click to edit headline title style Click to edit body copy. Starter March 2010.
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Starter
March 2010
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Office Starter 2010
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Starter contains reduced functionality versions of Word and Excel, and includes advertising.
Office Starter 2010 is replacing Works as our PC coverage solution.
Starter will be available exclusively on new OEM PCs – shipping on 140 MM per year.
Starter Better than Free Alternatives … but Differentiated from Full Office.
Move Compete / Pirate / Old Version Users to
Starter
Move Starter Users to Full Offi ce
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Coverage
Engagement
Upgrade
Starter’s Strategic Value
Starter Delivers Critical PC Coverage• 70% of people leave store without purchasing Office.• 80% of people choose productivity suite within 6 weeks• 6 ½ times higher works usage when pre-installed• 78% of Works user tell us they use Works b/c it’s Preloaded.• Compete usage is 2 ½ times higher when Works not on PC
Drive Office Engagement with Superior Coverage Solution• 20% of non-buyers cite “lack of familiarity” with Office as primary
reason not to buy• Keep non-buyers in the Office family; let people explore the live
services and the perspective to enroll to Office Web • Negative consumer reaction to trial software, low conversion rate• Works lacks Office brand, file compatibility, user interface
Drive upgrade conversions to full Office• Starter offers perpetual in-product upgrade• Starter is not a trial and does not expire• 16.3% of initial beta users interacted with upsell hooks in first
month on beta.
Starter’s strategic value is to put non-buyers back on the path to purchase.
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Starter Walk-ThroughStarter at a Glance
Applications Word Starter, Excel Starter
Features Reduced feature set
Customization No customization to the Ribbon, Backstage, or the Quick Access Toolbar
Programmability No VBA support (Developer tab is removed), Add-ins do not load
Advertising Yes
Number of installs 1 (pre-installed on new PCs only)
Operating System Vista SP2 or Higher. No XP.
Back up media Not available unless OEM ships back up recovery of full hard drive
Support OEM support, free community support, paid support available
Language packs Not supported
Activation required
No
Availability OEM only – no download or purchase
Ad is persistent, rotates every 45 seconds when product in use
Right task pane is persistent. Provides upsell, tips and links
to content.
Button to purchase full Office
Four tabs for basic home use. Removed: References, Review, View, and Developer. In Excel,
Data tab is removed.
Tabs have commands /
features removed.Cannot customize
quick access toolbar
Cannot customize Ribbon
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What Features Is Starter Missing?
78% of small businesses use at least one removed Excel feature
68% of home customers use at least one removed Excel feature
50% of consumers use at least one removed Word feature
Functionality Removed Word Starter
Excel Starter
Home and Student
Applications PowerPoint, OneNote
Tabs References, Review, View, Developer, Data (Excel only)
References
Table of Contents n/a
Bibliography / Citation n/a
Footnotes n/a
Document Protection
Restrict Permissions
Password protection
EnhancementsSmart Art
Equation Editor
ViewingFreeze Panes n/a
Navigation Pane n/a
Customize
Quick Access Toolbar
Ribbon
Macros
CollaborateTrack changes
Comments
Data
Pivot Table n/a
Pivot Chart n/a
Slicers n/a
External Data n/a
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• Half of Starter users will be from piracy who want legal, affordable Office offering.
• Broader footprint with Office 2010 pre-load will win some previously naked/ nothing PCs.
• Convenience of pre-install will win Works users and some competitive users.
At Risk Home and Student6%
Office Pirates49%
Office Users7%
Nothing / Naked23%
Competi-tive1%
Works Users13%
Majority of Starter Users will be from Non-Genuine Office Sources
Starter helps home users not ready to buy, access their existing Word and Excel® files, get familiar with a limited selection of Office 2010 features, and upgrade easily to a complete Office 2010 suite whenever they’re ready.
Who is Starter For?Starter is for Consumers Not Ready to Buy
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75%
48%
39%
32%
16%
8%
PowerPoint
Outlook
Publisher
Access
OneNote
Groove
Which applications do you need?
72%
28%
Yes No
Need applications that Starter does not include
60%40%
Yes No
Need features in Word or Excel that Office Starter does not include 36%
32%31%31%
26%25%23%22%21%
16%13%11%10%
5%
What features did you need?
Smart Art Graphics
Comments and Track Changes in Word and Excel
Text to Columns in Excel
References, Footnotes, or Bibliography in Word
Macros or Add Ins in Excel and Word
Customize the Quick Access Toolbar in Word or Excel
Table of Contents in Word
Getting Data from External Sources in Excel
Freeze Panes in Excel
Advanced Filter Options in Excel
Equation Editor in Word
Pivot Tables in Excel
Goal Seek in Excel
Other
What Do People Need that Starter Doesn’t Have?
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Reasons Office Starter Was Not Right Software: Top-3
72%
60%
42%
39%
36%
25%
13%
12%
I need applications that Office Starter does not include
I need features in Word or Excel that Office Starter does not include
It seems to have less functionality than COMPNAME
I just like COMPNAME better
I didn't like the advertising
I didn't like the pane on the right side of the screen.
I did not like the user interface
I don't like the name of the product
44%
18%
17%
7%
6%
5%
3%
2%
I need applications that Starter does not include
I need features in Word or Excel that Starter does not include
I just like what I have now
I didn't like the advertising
It seems to have less functionality than COMPNAME
I didn't like the pane on the right side of the screen.
I don't like the name of the product
I did not like the user interface
Single Best Reason For Office Starter Not Being Appropriate
Dimensions that Create Greatest Differentiation Between Starter and Full Client
31%
16%
15%
12%
10%
7%
6%
3%
PowerPoint is not included in Office Starter
Office Starter includes advertising in a right pane that is always open
Outlook is not included in Office Starter
Word Starter does not have some features
Publisher is not included in Office Starter
Excel Starter does not have some features
Access is not included in Office Starter
OneNote is not included in Office Starter
Most Limiting Factor
• When positioning full Office vs. Starter, lead with missing Applications – particularly PowerPoint – these are Starter’s most limiting factors.
• The Advertising and Right Panel are the #2 impediment to Starter adoption.• Missing features in Word and Excel are the third reason Starter does not meet needs of full Office users.
Less Specificity More Specificity
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SmileFrown
Office Starter Beta User FeedbackStriking the Balance
Beta users provide product feedback via the “send-a-smile” (SAS) program – positive comments are “smile” and negative are “frown.” Feedback specific to Starter’s fell into 10 categories. Note: Some areas that saw little feedback (missing applications, n=5), had far greater response through other customer channels – such as forums. Key insights from SAS:
• Advertising: Nearly 9 out of 10 comments regarding advertising were negative – 12% of comments total.• Feature removal: 95% comments were negative.• Basic use: 53% positive and 47% negative indicates good balance – Starter is for some, but not everybody, even in basic use.• New features: 92% positive comments – if 20% of non-buyers cite “lack of familiarity” with Office as primary reason not to buy, Starter
is a good opportunity to expose people to some of the great new features and UI in 2010.
Accessibility
Ad Pane
Basic Use
Compatibility
Feature Removal
Missing Apps
Setup
User Interace
6%
16%
53%
34%
5%
10%
92%
26%
53%
94%
84%
47%
66%
95%
90%
74%
47%
8% New Features
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Office Starter Beta User FeedbackStarter Customer Feedback tracking to product design and positioning
Starter Not Fully Meeting Needs Starter is Good Enough
Advertising: “I'm trying to write a final exam paper and the advertisement on the bottom right keeps flipping to different images and is distracting when I'm trying to concentrate.”• Ad bar intrusiveness is #1 bug (34% of votes)
Missing Programs: “MS should integrate POWERPOINT to Office Starter. Firstly, student who need to do PPT presentations will use
General Use: “The starter editions have all the functions necessary for basic documents.”
“Microsoft Office Starter (Word) has the right amount of features that I use, and probably a large percentage of Word users.”
“So far - both Word and Excel have been great.”it. Second, POWERPOINT is an essential tool, without it, it may not be complete.”
Missing Features: “A little disappointed that there are no commenting options. I consider that a basic feature.”
“In my work with Excel I need Macros.”
“No footnotes? Students will never use it.”
Others: Outlook, SmartArt, customize quick access toolbar, macros, view tab.
Works: “I really like starter, and have gotten rid of works :-).”“It looks really cool, big difference from Microsoft Works.”
Compete: “I really like the concept of a free word / excel. Perfect for my dad, he is currently using OpenOffice.”
“With Starter edition there is no need for OpenOffice.”
Advertising: “If the ads remain in the lower right and the size used in the beta I think they are quite acceptable.”
User Feedback: Beta users have sent 1,552 pieces of feedback: 40% positive. 60% negative.
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Starter’s Four “Non-Starters”
1. Missing Applications• 81% of people who prefer Office to Starter cite
apps that are missing, but needed.• 75% cite PPT. 49% cite Outlook.
2. Includes Advertising• 88% of beta user feedback on ads is negative• Ad intrusiveness was #1 bug in beta.• Longer time in doc, lower tolerance for ads.
3. Feature Removal• 94% of feedback on feature removal is negative• 2/3 of people say they need at least one removed
feature
4. Upsell Throughout the Client• Upsell prompts appear throughout the client
remind them what they are missing.• Ad space, ribbon, right pane, in-client prompts
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Starter Marketing Guidance - Containment
Starter Marketing
OEM• Microsoft Advantage limits
Starter messaging and placement
• OEMs only authorize re-sellers to use approved messaging
SYSTEM BUILDER• Messaging requirements part of
System Builder OPK license• Starter Marketing execution
part of Co-Op program eligibility
MANAGED RETAIL• Tier 1 Depth Incentive Program
and Tier 1 & 2 MDF program include limits on Starter messaging and placement
UNMANAGED RETAIL• Restrictions pass through from
OEM only authorize use of approved messaging
We are supporting guidance with policy and investments to maintain consistent Starter messaging to reduce consumer confusion and clearly differentiate with full Office suites.
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Starter Marketing Guidance Details
LIMIT AWARENESS
LIMIT CONSIDERATION
PURCHASE 2010
LIMIT PREFERENCE
STARTER MARKETING GUIDANCE
• Lead with and optimize for Office paid suite attach in all marketing touchpoints.
• When advertising PCs, reference the preloaded PC and purchase product key to activate instead of “Office Starter 2010.”
• When describing what software is shipping with PC (whether fact tag, specs or line list) use messaging framework to properly message the pre-loaded Office 2010 suite. Do not call out Office Starter 2010.
• Office Starter messaging must strictly adhere to core messaging frameworks.
• Office Starter should not appear in a SKU matrix or any comparison to full Office.
• Always refer to “Office Starter 2010” or “Word Starter and Excel Starter.”
• Any mention of “Office Starter 2010” should include the following: “This PC is preloaded with reduced-functionality versions of Word and Excel that include advertising. Purchase an Office 2010 Product Key to activate full-featured Office software on this PC.”
Call to action is “Purchase an Office 2010 Product Key to activate full-featured Office software on this PC.”