Microsoft changing product launch focus

Microsoft has said it prefers to launch its products according to its internal scheduling, fuelling rumours it could organise more Apple-style launch events away from big consumer and business shows.

Microsoft changing product launch focus
Microsoft changing product launch focus

Microsoft’s head of corporate communications Frank Shaw said the software giant plans to discontinue the relationship with the Consumer Electronics Show after the the show, which occurs this month in Las Vegas, ends.

Microsoft has traditionally had a large presence in the Central Hall at the Las Vegas Convention Center, prompting speculation that large consumer shows are not a suitable platform to present in-depth information about a new product.

Shaw said: "Microsoft has enjoyed a close to 20-year working relationship with the Consumer Electronics Association. We have decided that this coming January will be our last keynote presentation and booth at CES. We’ll continue to participate in CES as a great place to connect with partners and customers across the PC, phone and entertainment industries, but we won’t have a keynote or booth after this year because our product news milestones generally don’t align with the show’s January timing.

"As we look at all of the new ways we tell our consumer stories – from product momentum disclosures, to exciting events like our Big Windows Phone, to a range of consumer connection points like Facebook, Twitter, Microsoft.com and our retail stores – it feels like the right time to make this transition."

Technology industry analyst Rob Enderle said: "If CES is to survive into the next decade, it will need to become relevant again. To do that, planners may have to rethink every aspect of what has become a show that is just big enough to fail."

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