From: bgm@hemlock.cray.com
Newsgroups: comp.os.os2.misc
Subject: IBM letter - final draft - (LONG)!
Message-ID: <1991Sep20.152425.28038@hemlock.cray.com>
Date: 20 Sep 91 20:24:24 GMT
Reply-To: bgm@hemlock.cray.com ()
Organization: Cray Research, Inc., Eagan, MN
Lines: 2065
Everyone / Anyone:
The following is a final draft letter which I and several IBMers are
sending to IBM executives. If you'd like to comment please feel free
to send your comment to either comp.os.os2.misc or bgm@cray.com. I
will off the net all next week and part of the following week. I will
review all comments when I return in October to the net.
I hope this letter helps. I encourage any of you who want to help to
help. This is most likely my last letter/idea since GA is right around
the corner and I'd like to get on with my life.
I talked to Pat Wolpert of IBM OS/2 Marketing. She is the person who
handles OS/2's marketing budget (several million this year). She and I
had a very good conversation and she wants to continue it into the future.
Her biggest problem is the IBM communications department. They say she
doesn't have a product till GA and so can ** not ** even start on the
advertising. I know from experience that shotting TV ads, designing,
scheduling newspaper and air time takes time. If IBM communications is
serious then she won't be able to get going till either 10/25 or 12/91.
This letter's purpose is to help get IBM's OS/2 marketing and advertising
permission to be "hungry," innovative and aggressive. Free them from the
shackles of IBM's past.
Bert Moshier
Cray Research, Inc.
--------------------------------------------------------------------------
Bertram Glenn Moshier
Cray Research, Inc
655F Lone Oak Drive
Eagan, MN 55121-1560
Voice : 1-612-683-5419
Fax : 1-612-683-5307
email (Internet): bgm@cray.com
September 8, 1991
George Conrades
IBM Senior Vice President & General Manager, IBM US
IBM Corporation
1133 Westchester Avenue
White Plains, NY 10604
SUBJECT: OS/2's Marketing and Advertising direction
Dear Mr. Conrades:
Several people both within IBM and outside approached me and asked that I
write to you about our joint concern for the future of OS/2. We all share
the opinion that OS/2 is a great operating system and worthy of being the
desktop operating system of choice for the 1990s.
OS/2 has one chance, one window for success and it is rapidly closing.
Our joint concern is that IBM marketing and advertising is not "hungry"
enough for a win to step out of IBM's past. If marketing is unsuccessful,
OS/2 will never be the operating system of choice.
Today's computer marketplace differs in very fundamental ways from the
marketplace of just 10 years ago.
In 1980, I attended the Share in Houston, TX and was privileged to listen
to the immediate past president of IBM. His keynote speech was on
computing to the end of the century. While I am unsure of his name (Frank
Carey, I believe), what he said made an everlasting impression upon my
professional life. He said that mainframes were going to move to the
desktop and that programmers must adapt to this change or find work
elsewhere.
Moving the mainframe's power to the desktop changed every aspect of
computing, including its advertising and marketing. This movement
empowered the end-user and his department in very basic and fundamental
ways. Just as computer programmers must adapt, so must IBM sales methods
adapt or you risk the business.
I'd like to quote from a letter that Bill Snow sent me. He is an IBM
first line development manager who is responsible for TCP/IP for OS/2. He
is also the release manager of TCP/IP for VM and MVS.
He and I agree on this marketplace change. We came to this joint
conclusion, though, from different directions.
"The old advertising paradigm held that computer decisions were
made by IS executives and handed down to employees. This was
probably not a bad paradigm given the cost of a mainframe computer
and associated hardware. It was probably quite appropriate to
sell IBM and IBM Service and IBM hardware by advertising in
generalities and by having high level marketing reps sell to IS
execs.
"I do not believe the same paradigm holds as we shift from being a
supplier of mainframe computers to being a supplier of hardware,
software, and customer solutions. No one IS exec knows all the
needs of the people in his organization. The decision making gets
pushed down to users, first line managers and other lower level
employees. These people depend on trade publications to keep
abreast of products and technologies appropriate to their work.
"Since IBM has held a policy of not advertising individual
software products, we cannot let the decision makers know what IBM
has available. I cannot tell you how many customers have told me
they had no idea that IBM had TCP/IP products! We lead the market
in number of products, and function provided! Usually the
customer tells me that they see ads from FTP Inc, or one of our
other competitors. Recently a well know consulting firm told me
that they refer to our TCP/IP products as the stealth TCP/IP
products since they really fly but nobody knows they are there!
"I believe it is critical for IBM to advertise individual products
in the well respected trade publications. Otherwise, we will
continue to lose market share just because nobody knows we are
playing in their particular game.
"These views are my own and my opinions are backed by many
discussions with customers and account representatives."
Let me add to Bill's comment. By advertising IBM's OS/2 products, IBM is
also advertising the advantages of the underlying operating system.
IBM needs a marketing group (a Tiger Team) specifically dedicated to the
OS/2 product line. This group must work with, organize and educate the
grass roots of the computer industry, business community and IBM itself.
As a first step, the team needs to:
A) work independent of normal IBM channels
B) provide OS/2 supporters with feedback and listen to their
comments. Please note: this happens a great deal in the
advertising world with marketing groups, surveys and user groups.
We strongly suggest expanding on this idea with a marketing
advisory board made up OS/2 supporters. The view from outside is
that no one within IBM has the authority to act on a good idea
even if they see one.
C) be able to call upon IBM resources such as the local branches to
implement ideas like the OS/2 Learning Center.
OS/2 is extremely important to the local branch. It is the
window to the Enterprise (ES/9000s). If this window closes
(dies) then the Enterprise is in trouble and so are the local
branches.
This letter continues in two directions. The first direction covers two
topics using comments from OS/2 supporters. These people are "hungry" for
OS/2 to be successful. They discuss:
A) The need for IBM to change its marketing and advertising
directions.
B) Opinions on current OS/2 advertising.
Attachment A contains the input from these people.
The second direction is to present marketing and advertising ideas which
deal with the real world and current marketing dynamics. These ideas are
in attachment B.
Sincerely yours,
Bert Moshier
RQS for OS/2 project leader
Cray Research, Inc.
Attachement A:
Many people provided input to this letter. Their input falls into
four catageories:
A) Those who don't believe IBM is capable of change and that Bert is
wasting his time.
B) Suggestions on what IBM needs to do to market OS/2.
C) OS/2 horror stories. More than once I heard of people, who, when
trying to buy a copy of OS/2 from an IBM authorized dealer, had,
the dealer instead try to sell them Microsoft Windows. This is
occuring because dealers get their information from other people,
the press and "everyday" communications paths.
D) Those who addressed the concern.
The following are comments from concerned OS/2 end-users which indicate
the quality of concerns, ideas and suggestions that are flowing into IBM.
From a discussion between Brooke Paul Anderson and me on Internet's
comp.os.os2.misc forum:
From Brooke:
"If OS/2 doesn't catch on, even high initial prices will not
reverse a big loss. If OS/2 sold for $50, everyone would buy a
copy just to see what it's like. If it's good, people will be
hooked.
"My opinion is that OS/2 has to break into an established market,
and the best way to do that is to make the product rediculously
cheap at first (if you can afford to). Since IBM is a huge
corporation with very deep pockets, I think they can afford to do
this."
From me:
"Maybe I missed something but OS/2 is already pretty low cost. I
just bought a copy of OS/2 for my L40SX at $102.00. This is lower
than DOS/Windows and one gets more than DOS/Windows.
"By The Way, I also get a ** FREE ** copy of OS/2 V 2.0 when
available. DOS/Windows users don't get free upgrades.
"Anyway to me $102 is low considering I get 2 copies of OS/2.
Doesn't that work out to $51 a copy. Isn't that your asking
price?"
Mr. Anderson's opinion shows the lack of IBM's advertising success in
getting the new lower price out to the general public. IBM is advertising
in magazines like PCWeek, which are not generally available to end-users.
PCWeek has several problems, such as high cost per individual issue,
extremely long wait for a free subscription and it is unavailable on
newsstands. These are "traditional" large-system advertising venues and
OS/2 is NOT a large system item.
From Stephen Gutknecht via the IBM National Support Center Bulletin Board.
"Marketing is a reflection of this problem. The advertisements
are always so abstract, that you don't even know where to go to
buy the "concepts." They rarely mention price, features, dealer
locations, or any of the essentials to get the purchaser to the
counter!"
OS/2 MUST be sold to the end user, NOT just to the corporations.
From Robert Brown, Seacliff via the IBM NSC BBS.
"I've discussed your thoughts with a number of IBM employees
(second level managers and below). The consensus was that both of
us sound like outsiders who are missing some crucial points or at
least are not expressing our ideas in paradigms that IBM can
understand.
"Historically IBM advertising has merely been an adjunct to aid
the IBM sales force. That sales force cannot market a 'small'
product like OS/2--and the marketing and advertising people (and
top management) haven't a clue about how to market a product that
will get little help from the sales force. Top management's field
experience was selling mainframe products against weak
competition.
"Top management believes that it can create a plan, issue
appropriate orders to implement that plan, and those orders will
be carried out. Often it just doesn't happen. There are 100 ways
to stone-wall any proposal--and the old guard are masters at it.
Frankly, this is not always a bad thing. But any proposal that
has to go through normal IBM channels and procedures is vulnerable
to getting derailed no matter how strongly top management may want
it to happen.
"The notion that there's a 'new IBM' that's taking over the
company is largely an illusion at this point. It will take at
least 5 to 7 years for the 'new IBM' to permeate all the key areas
of the company. The pace of change will be especially slow since
IBM hasn't knowkingly hired any 'wild ducks' for over a decade.
"To have a reasonable chance for success, ALL ACTIVITIES RELEVANT
TO THE MARKETING AND ADVERTISING OF OS/2 MUST BE DONE OUTSIDE THE
NORMAL IBM CHANNELS. There's not enough time to set up an
independent business unit for the marketing of OS/2--nor is that
necessary--but whoever is placed in charge of OS/2 marketing must
have that type of power and protection. This can only be
accomplished by someone quite high in IBM forcing it to happen.
"It's analogous to the original development of the IBM PC--top
management said "here's $x million--go and make it happen however
you can with no requirement to use normal IBM channels or
procedures". Top management protected the operation from its
opponents within IBM and refrained from meddling."
From Anthony Oresteen via the IBM NSC BBS.
"IBM tries to "push" products through the distribution cycle.
They sell a customer's upper management on a new product/concept
(who really don't understand what is going on) and then let them
(the customer) "push" it down to the users. The users resit it
because they a) see no reason to change what they use, b) resent
using it because they were not consulted on it, and c) may not
understand the long term benifits of the new product. Thus, new
products take a long time to gain market acceptance.
"On the other hand, look at how the Macintosh spread through
corporations. The users snuck them in through the back door.
They demanded and fought for using Macs. Why? Because they LIKED
using them, they understood them, and they could see the long term
benifits of using a Mac. The users "pulled" the Mac through the
distribution cycle. It was a grass roots movment. Unless the
rank & file users understand OS/2, Windows will prevail.
"IBM must get an OS/2 grassroots movement going NOW! It must do
this by ACTIVELY supporing the end user NOW. For example, I
called 1-800-426-3333 to get some basic information on OS/2. The
IBM person who answered asked me if OS/2 was a Mainframe,
Midrange, or Personal system item! If IBM's own people don't know
what OS/2 is, how the hell are they ever going to get the public
to undrstand OS/2? After telling her that OS/2 was a PC product,
I was told to contact my dealer for information and "have a nice
day!"
"IBM must establish an OS/2 SUPPORT line that anyone can call and
get accurate, fast support. The people must answer questions like
"I have a Compaq 386 model XX. Can I run OS/2?" The answer must
be "You bet you can. You need Compaq rom ver 12345XX or above, HD
controller xyz, and a copy of OS/2 1.30.1. I can sell you a copy
of OS/2 if you like; call Compaq at 1-800-345-1518 for ROM
information.
"IBM must advertise their end user support phone number. They
could use a theme of "Call us for real solutions" or "we want to
help" etc. MS has a very active Windows support line; Apple put
in one just to support System 7 questions.
"IBM's target market MUST be the end user. Let them "push" OS/2
through the system. Sell them, and they will sell their
companies. OS/2 2.0 must get 1,000,000 users in the first year;
you can't do that by selling only to Fortune 500 companies.
"Take my case. I have used a Mac since 1984. I brought a Mac
into my company through the back door. I started looking at OS/2
a year ago and this summer I got it up and running on my clone at
home. After using it for awhile, I am ready to fight the battle
at work to get OS/2 as my PC environment (my company's policy now
is DOS for end users, OS/2 for systems developed applications; if
systems doesn't develop an OS/2 application for me, I can't have
OS/2). I have gotten initial aproval from my boss to start the
process to get an OS/2 environment and migrate 5 years of work to
OS/2; I'm not sure how systems will react. I do know this: I had
better have my ducks in line when I get asked a thousand questions
on why I want OS/2 in place of good old DOS. I will get some
points for wanting to give up my Mac but it may not be enough. I
must present a vaild business case for OS/2."
From Phil Eskildsen via the IBM NSC BBS.
"IBMers have said in effect that IBM doesn't KNOW how to market to
anything less than management in the traditional way (I guess that
means on the golf course - and I don't play golf - so forget me).
IBM marketing or even VPs should read the interview in Sept2
MicroTimes mag with Guy Kawasaki about evangelism. Better yet,
hire Kawasaki! The interview by Mary Eisenhart was really an eye
opener for me.
"Also, Guy's book 'Selling the Dream' (Harper Collins 1991 ISBN
0-06-016623-0) should be required reading for NEW-IBM marketing
folks. He says in his interview in answer to the question: "Who
has the best evangelism in computers today?" "I also hear that
the OS/2 people at IBM are very good.
"He was probably not talking about OS/2 marketing here.
"One point that Guy Kawasaki made about evangelism is that
developers of all sizes for all applications should be encouraged.
It is the grass roots effort that was successful in the case of
the Apple Mac. He states that only two things should matter in
developer support: How much a developer believes in the platform.
And, the developers' product. Whether some executive thinks the
developer is important should be irrelevant."
From Stan Smith via the IBM NSC BBS.
"I have one other issue that you might want to address: Developer
Support. As I believe you are aware, the DAP program is next to
impossible to get approved for. No shareware or public domain
authors can get in. In-house authors cannot get in. And
consultant/contractors can not get in. In my case, we have been
developing PM apps for our clients (owned by our clients and not
marketed by us) for several years. We have caused the
installation of over 400 copies of OS/2. But we are not
considered a developer by IBM and their DAP program. To a large
extent, the success of 2.0 will be determined by the applications
that are available to run on it. I currently install 49 public
domain/shareware DOS applications/utilities on the machines that I
install for my DOS clients. There are (to my knowledge) *NO* OS/2
equivalent programs. My menus, batch files, and operating
instructions are keyed to these capabilities. With IBM's
restrictive developer policies, OS/2 will not mature to include
the many, many tools that are available in DOS. IBM needs to
address this issue as well as the overall marketing issues.
"Clearly, many of your ideas (e.g., branch office involvement,
contests, coupons, etc.) are not the ways of the "old" IBM.
"They are the ways required to make 2.0 a success."
From Larry Waibel via the IBM NSC BBS.
"I can give you an example of my parents whom I setup with a 386SX
about a year ago. They are really getting into it and my Dad
reads lots of the trade pubs. But when I first began talking to
them about OS/2 2.0, their reaction (believe it or not) was that
they were afraid of losing the command line! And they were
concerned about another long learning curve! IBM has GOT to make
it clear that OS/2 gives much more but doesn't take anything
away!"
From Hans Gruenberger via Internet's comp.os.os2.misc forum
"Bert, having read your comments about the new and the old IBM, I
am afraid that a lot of the old IBM is located overseas (from an
American point of view). As far as the situation in Germany is
concerned, OS/2 could be dead - marketingwise.
"Ads? Not that I noticed much in newspapers and magazines here.
"Articles? Not that I have seen any. I gladly admit that Germany
has no serious computer magazines (this is of course a religious
issue, but what the heck)), but anyway, if you stumble over the
letters "OS/2", almost always it is a report about a new Windows
product with the author gloating about the "imminent demise of
OS/2.
"Marketing activities? A symptom: Last year IBM had these cute
OS/2 buttons, the square, colored ones. This year they had dull
round ones in black and light grey. Another symptom: IBM people
presenting OS/2 to potential buyers. They spent one hour
explaning new hardware products and IBMs SAA-strategy (nobody
understood it and nobody was interested in it anyway) and then
went on (for two hours) to demonstrate OS/2s superiority by
showing off IBMs accounting and business programs. Maybe IBM
makes money with these programs, but man, this demonstration was
dull, without vision, uninspiriting, and it bored me to death. No
glizz, no show, no graphical brainbanger. It was GREY, and this
reminds me of another thing: If you ever have seen a Microsoft
demonstration, you will have noticed that they very carefully
select the screen colors. OS/2 demonstration? Forget it,
standard colors, in the background this sickening grey I can't
stand any more.
"Hey, IBM, this is such a tiny change, delivering OS/2 with e.g.
light green as standard screen background, and it would give such
a different first impression! But no, even OS/2 2.0 came up with
this un-color, I almost threw up.
"Back to Germany: OS/2 is alive in Germany, it has an
installation base, there are dedicated and enthusiastic users (Kai
Uwe Rommel, thank you for your many ports of useful UNIX tools!),
there even are dedicated and enthusiastic people at IBM willing to
support the dedicated and enthusiastic OS/2 users, but man, it's a
hard life looking for OS/2 applications which no software vendor
here knows and sells. ("OS/2 programs? Sorry, no, there's no
market for it. You were the first one who asked.") Of course
this is something which IBM can't (and maybe won't) change (and
where this discussion list comes in) but there are times when I
would like IBM Germany to have a more pronounced profile on OS/2.
Bert, when you write this letter, pretty pretty please also tell
'em that they should not forget us in the OS/2 backwoods.)"
From Richard Hodges via the IBM BBS.
"One addition, implied by Robert Brown, is to think up a catchy
name. He suggested "Marketing Czar". That is okay, but has a
negative connotation. At JPL, we have a term called TIGER TEAM.
(For example, there is a Tiger Team for the Gallileo problem).
"IBM needs to develop a general marketing concept. The current
marketing plan is preoccupied with the idea of displacing and/or
competing with Windows. I believe that this will place OS/2 in an
unfavorable light. The Better X than X concept has problems:
1. It is negative in a way that psychologist identify as
"passive-aggressive". A backhanded insult. It needs instead
to be PURELY POSITIVE.
2. It says "better" but this is vague. Consider two cases:
- People already satisfied with DOS/Windows will not see a need
for something "better".
- People who are unhappy with DOS will not know whether this is
"better" in a way that solves the problems they are
experiencing.
3. It does not identify OS/2 as a new foundation, one that is
specifically tailored to take advantage of their 386+ system.
Instead, it just looks like another fix-em-up such as QEMM,
Windows, Desqview, New Wave, etc. Most people are not
sophisticated enough to know the difference.
4. The Better DOS than DOS, Win than Win, OS/2 than OS/2 line is
just too damned long! It reinforces the idea that OS/2 is
complex and therefore hard to use.
"The current OS/2 advertisements are certainly better than what we
have seen previously. As we discussed previously, the concept of
featuring photos of black athletes is apparently aimed at making
the connection that OS/2 is capable and hardworking but has been
subject to unfair discrimination. Sadly, it also carries an
unhappy tone. Assuming someone were to bother thinking about it
long enough to realize that this is the subliminal message, they
would also be reminded of racial tensions, Watts riots, bussing,
etc.
"Another thing that is missing in the present advertisements is
education. Quite simply, many people have HEARD of OS/2, but have
absolutely NO IDEA what it is, how it works, or what it does. The
ads really need to have an element of tutorial introduction. It
can't be teachy or preachy since people hate that.
"IBM needs to find a concept, a motif, that will introduce OS/2 in
a clever, catchy way. It needs to LOOK LIKE FUN! It needs to
LOOK EASY! It needs to offer concrete examples of HOW it makes
things possible that were not possible before.
"More than anything else, the ad concepts need to connect with
potential buyers on a HUMAN LEVEL. The problem with talking about
technical advantages and how it makes the most of hardware is that
it goes over 99.9% of the potential user's heads. They don't know
what the heck we are saying!"
From a "concerned user" via Internet's comp.os.os2.misc forum.
"The IBM College PS/2 Tour was on our campus today (The University
of Texas) and they had several PS/2 and a PS/1 set up, and they
all were running Windows. All of the machines they were
demonstrating had the ability to run OS/2 1.3, and a few of them
could have run 2.0, so why weren't they? If they put OS/2 on one
machine and then formatted a disk while printing a file every
Windows user that was there would have started to drool. If IBM
wants OS/2 to succeed (I know I want it to succeed) they should
probably start showing it off when giving demonstrations of their
other products."
From Daniel L'Hommedieu at North Carolina State University.
"I am a student at NC State University. The University recently
sponsored a technical conference called Infotech, where many
computer vendors got together to show the students their latest
goodies. I approached the IBM table, excited to see OS/2 1.3 and
possibly a beta of OS/2 2.0. Where was it?? Certainly not at
IBM's desk! The ONLY copy of OS/2 that I found running was on a
laptop used by SAS for demonstrating their [SAS's] software!
"IBM was showing off a package deal of PC-DOS 4.01/MS-Windows 3.0.
When I asked why they weren't even showing OS/2, the lady said
something like, "The package deal we offer is of Windows and DOS."
I explained that I wanted something more robust than Windows and
the lady gave me a very puzzled look, as if she was wondering why
I didn't like Windows!
"Hey, IBM, I am a fan of OS/2 (but alas have only an 8086) but I
am wondering this: if you want to sell it to us, WHY NOT SHOW IT
OFF EVERY TIME YOU CAN?????? I was very disappointed at not being
able to see OS/2. Come on, IBM!"
From Murray Frank, University of British Columbia, Vancouver, B.C., Canada
"For what it is worth my small corner of the world might be a
useful example for you. I am a prof in the faculty of commerce at
U.B.C. Every year we have some new faculty members. In addition
to an account on a unix system, each new faculty member gets some
money to buy an office computer. They usually have a few thousand
to spend. It is up to each individual what to get. This has
usually meant a 386 clone (more recently a 486), I got an IBM
model 70.
"This year for the first time, about 6 new faculty members bought
NEXT. (Quite a change since out of about 95 faculty only one that
I know of had a NEXT previously). There has accordingly been lots
of discussions recently about operating systems (not normally much
of a topic of conversation here). Many of those with IBM PCs are
aware vaguely of OS/2 version 2, and indeed several are already
expecting to get it when it comes out if the price is reasonable.
(Several people either got Windows with their computer, or bought
it. As far as I know none of them are using it more than very
rarely.)
"If OS/2 is properly marketed (ie enough hype, low enough price,
few enough bugs), then I expect most of us will wind up using that
operating system. If not then my guess is that in the not very
distant future where I work will be mainly a NEXT shop."
From Robert Brown via the IBM NSC BBS.
"On 8-29-91, I called IBM Software Support at 800-237-5511. I was
asked for my customer number; when I told them I didn't have one,
they assigned me a temporary number 'TEMPACC'; Jeanette assigned
'3X920' as my problem number and then 'transferred me live to
Tampa' where Tammy took the address and desired media information
and said that the CSD would be sent overnight via Air Borne.
"Today, 9-4-91, I called back to see what had happened. Tammy now
says that CSD's can't be ordered under a temporary account
designation; if I don't have a real account number, IBM won't send
me the CSD--instead I have to request it thru my dealer. RJ
Labara confirmed this.
"From my vantage point, I'm being discriminated against because I
purchased OS/2 from an authorized IBM dealer instead of buying it
direct from IBM--of course at the time in question there was no
way to buy it direct from IBM. Right now I'm so angry I'd like to
throw the whole mess into a shredder--and I think my reaction is
very typical of any customer who is given such shabby treatment.
"Time is short, folks! Time to get your act in order!"
From Robert Brown via the IBM BBS.
"I would start by emphasizing how pleased and excited many of us
were after seeing the April FTN: With OS/2 2.0, for the first
time IBM would have a version of OS/2 with the required feature
set to have the **potential** to be a real success in the
marketplace. Although the development schedule was ambitious, it
seemed achievable. Given an effective marketing progra, we
thought, OS/2 2.0 should be a major success. At that point it
looked like there was about a 75% probabiliity that 2.0 would
indeed be a major success.
"I would then explain how the prospects for 2.0's success had
steadily eroded from 75% (3 out of 4) to about 25% (1 out of 4):
1. The horrendous mismanagement of the DOS to OS/2 upgrade
program: The lack of OS/2 inventory in dealers hands
guaranteed that there be few upgrades. The unreasonable
upgrade terms which, even after being modified, are still
interpreted at IBM-sponsored seminars as requiring the
surrender of the DOS license when OS/2 2.0 ships. This
program was sabatoged just as effectively as if its management
had been turned over to Microsoft.
2. The delayed and tepid OS/2 ads that wouldn't interest anyone
who wasn't already interested.
3. Microsoft's change from being an unenthusiastic codeveloper to
being a persistent and effective opponent of OS/2 2.0.
4. The indisputable fact that since April Microsoft has
overwealmingly been winning the battle for the minds and
hearts of users--and strong evidence that Microsoft has also
been winning the battle for a share of developers' budgets.
Microsoft has probably reached 10 times as many decision
makers with its many seminars as IBM has. And while some of
us may view Microsoft's plans as little more than the
reinvention of OS/2 with a different API, Microsoft's
presentations have been slick and effective. In contrast,
IBM's seminar presentations have been uninspired at best. The
only bright spot has been IBM's demonstrations at certain
trade shows--videotapes of which would have been 1000% more
effective than the boring OS/2 presentations at IBM-sponsored
seminars.
5. Microsoft has done major damage by renegging on its promise to
make Windows 3.1 operate as a DPMI client and by asserting
that even if OS/2 succeeds in running Windows 3.0 apps it will
never run Windows 3.1 apps. Microsoft has repeated
outmaneuvered IBM and seems to clearly have the upper hand.
By calling everything 'Windows.'
"Microsoft is able to seem to offer a smooth migration path when
all it really offers is 3 more years of upheavel.
"(Indeed what's happened to OS/2 is very reminiscent of George
McGovern's campaign for the presidency: Everything went great up
thru the convention (FTN), but after that it was just one disaster
after another.)
"The cumulative effect of all these factors is that, if current
trends continue, OS/2 2.0 will fail to convert many Windows users
to OS/2, will fail to be widely recognized as the operating
environment of choice, and will not garner the developer support
required to produce an outpouring of 32-bit PM aplications that
are demonstrably superior to anything that can be done under
Windows.
"To believe that OS/2 2.0 will be a real success, one has to
believe that after doing practically everything wrong for the past
6 months, IBM marketing will suddenly start doing everything
right. For there are no second changes: The window of
opportunity is closing fast. OS/2 2.0 has to be a quick
success--so successful that it will become irrelevant whether or
not it will run Windows 3.1 apps--or it has no chance of EVER
being a success. This really flys in the fact of the IBM culture
which believes that IBM can always correct its mistakes: "if it's
not a success at first, then if it's imporant enough the problem
can be fixed by throwing enough money and people at the problem".
Unfortunately, that attitude can only lead to disaster in the case
of OS/2 2.0.
"So what must be done to change OS/2 2.0 from an increasingly dark
horse to a come-from-behind winner? Recognize that
business-as-usual is a sure recipe for failure. Control of OS/2
advertising and marketing must IMMEDIATELY be placed in the hands
of the OS/2 true believers--that's the only hope at this point.
Presumably IBM has already budged $x million for OS/2 advertising
and marketing. It's quite clear that if this money is spent by
the same people who have been in charge of OS/2 advertising and
marketing for the last 6 months that OS/2 2.0 will fail in the
marketplace and fail badly. This is a failure that IBM cannot
afford.
"A drastic change is required to have any hope of salvaging this
grim situation. In reality, IBM has nothing to lose by putting
true believers at the helm since the current approach is clearly
failing. But time is short. Indeed it may already be too late."
"There is not shortage of good ideas. I'm convinced that enought
good marketing ideas have been presented on the National Support
Center BBS--by Bert Moshier and others--to make OS/2 2.0 a
success. But good ideas that aren't acted upon are for naught.
"The new IBM--emobidied in people like Lee Reiswig, Dave Both and
Mark Chapman, among others--could still pull off a miracle if they
were given the power and all impediments were swept away. What's
needed is an independent business unit for the advertising and
marketing of OS/2, run by true believers who are willing to risk
their careers to make OS/2 a success."
Attachement B:
From Richard Hodges via the IBM NSC BBS.
I have been trying to work up some ad concepts. As you will see, I broke
my own rule in the sense of comparing OS/2 PM and DOS/Windows. It's just
so much fun to do that I can't seem to resist! Oh, well. Also, alot of
the things that have occurred to me are in the form of cartoons. If the
folks at IBM are interested, I know a VERY talented cartoonist here in LA.
The guy is top notch - for example, he does some stuff for Ray Bradbury.
If IBM is interested, I think I can get him to do it and I would be
willing to work with him on the concepts.
DIRECT OS/2 PM to DOS/WINDOWS COMPARISONS (two frames per ad)
1. First frame shows a Volkswagen Beetle pulling a HUGE housetrailor.
The VW has been modified to have a big V-8 engine that takes up the
original engine compartment and backseat. The visual appearance is
that even with (what appears to be) a relatively good job of
souping up the VW, it is straining from the weight and load of the
Huge trailor. Perhaps show a couple of motorcycles strapped on the
back. The VW will have HUGE rearview mirrors clumsily strapped on
the sides and a fretful driver in a nasty traffic situation. Left
frame caption: "DOS + Windows". The adjacent frame shows a
top-of-the-line Winnebago with a calm collected driver confidently
enjoying the ride. He is also towing a beautiful ski boat. Right
frame caption: "OS/2 Presentation Manager"
2. First frame shows a simple two-bedroom wood frame house with a a two
story addition built on top of it (total of three stories). The
addition on top is about twice the size of the house, and much of the
structural support is supplied by exposed 2X4 stilts. It is listing
slightly to one side. A guy is trying to jack it up to even the upper
floors. There is some exposed plumbing to service the upper floors
which are obviously streched and strained and water is spraying from
the joints. Left frame caption: "DOS + Windows: $250" The adjacent
frame shows a beautiful mansion with a Mercedes in the driveway. Right
frame caption: "OS/2 Presentation Manager: $150"
3. First frame shows a PT boat (PT 73 from McHale's Navy) with a big
cannon somewhat precariously strapped to the deck and alot of sailors
with small arms. The big cannon is firing and the boat is rocking
dangerously from the recoil. Again, "DOS + Windows". Adjacent frame
shows a U.S. Navy Destroyer with guns blazing!
4. First frame shows the Space Shuttle (complete with the main fuel pod
and both solid rocket boosters) mounted on top of a 747 and attempting
to take off from a runway. The 747 is badly overloaded, with landing
gear visibly straining from the load. Adjacent frame shows the Shuttle
gracefully lifting away from its gantry at the Cape.
5. First frame shows a little train staining to pull a long line of
boxcars over a hill. It is saying "I think I can, I think I can."
Second frame shows a big bullet shaped locomotive effortlessly pulling
the same boxcars over the hill. It says "I *KNOW* I CAN!"
If there is a potential legal problem with the "DOS + Windows" caption
then just substitute "DOS + Extenders" of maybe "DOS + Graphical Shell" or
perhaps "DOS + Graphical User Interface".
Another concept is to write a weekly comic strip. This would be good for
PC Week and Info World (weeklys) with the better ones placed in monthlys
such as BYTE and PC Magazine. Each strip shows a typical office scene.
Some protagonist needs to be created. Dagwood (husband of Blondie) comes
to mind as a prototype. As a typical scenario, Mr. Dithers (or something
equivalent) comes in interrupting and asking for information and results.
Naturally, the multitasking features of OS/2 PM keep saving the day. It
is important to make sure that the strips have two charactaristics.
1. The situations created for the Dagwood character are very typical
problems that people easily relate to.
2. The strips are genuinely funny. (If they are, then people will xerox
them and pass them around)
There are a couple of extra possiblities to throw in, but one must be very
careful how it is done (you want people to identify with the problems
without irritating them). One is to show some other guy who is a regular
DOS/Windows wizard. He keeps sitting in the background spouting off
technical jargon about loading himem.sys, changing his ".ini" files,
monkeying with memory managers, etc. but is always having to reboot. This
character is a nerd. He is always trying to impress people by talking
about his extensive knowledge of DOS and Windows, but is constantly being
outdone by the less competent Bumstead who is getting along quite nicely
without the extensive knowledge of how the system works. It just works.
Another twist is that IBM could share the cost of advertisements by having
the Dagwood characater "discover" new 32-bit PM applications software and
be delighted at how well it works. For example, he could discover
Describe or get a notice one day for the Lotus 123/G upgrade or maybe
Micrografx Designer.
Another possibility is to have the cartoon show screen shots of what he is
doing with OS/2. For example, show him doing a drag and drop print on the
network printer. This is a subtle way to educate people about the
workplace shell. However, it is important not to overdo it and thus kill
the humor and spoil the ad.
From Robert Cannon via the IBM NSC BBS.
I like your "DOS + Windows" vs. "OS/2" ads. I think one important point
here is that this kind of ad is unlike anything that IBM has done before.
IBM ads tend to be very conservative (even the Hagar ones). If IBM were
to introduce adds that blatantly feature the competitions shortcomings,
not only would this catch the eye of the reader, but it would catch the
eye of the press as well. This kind of change in ad policy would make
headlines in all of the business publications and would probably even
warrant a segment on CNN.
When asked why IBM made this kind of change, Lee could say, "We think OS/2
is such a good operating and system and so important..." You get the
idea. Such a drastic change for IBM could get more media time and lots of
"free" advetisement in the process.
The "To whoever at IBM" ideas are from Bert Moshier (Cray Research,
Inc.)
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: OS/2 V 2.0 Application Contest
Keywords: Applications, contest, press
Idea/suggestion description:
Background
OS/2's marketing problem is one of acceptance at the application level.
Two types of applications exist in OS/2, DOS and native OS/2. OS/2 V 2.0
solves the DOS problem with multiple DOS boxes (MDVM), bootable DOS and
"built-in" Windows support.
On the other hand, the general PC world does not acknowledge or fully
understand the advantages of OS/2 native applications. OS/2 applications
are by no means new. Yet the average DOS end-user, the general press and
the "computer literate press" have an education gap.
This problem is even larger for Presentation Manager. One example is PC
Week's review of Word for PM. They did not discover that Word for PM is
not WYSIWYG on OS/2 1.3 with an 8514/A. I discovered this problem in the
first 10 minutes of usage.
Somehow OS/2's marketing effort must interest both commerical houses and
individuals to begin OS/2 V 2.0 Native Application programming. This idea
is one very powerful method.
Idea: An OS/2 V 2.0 Application Contest.
Description: IBM should sponsor an OS/2 V 2.0 Application Contest. The
contest's purpose is to find and reward those applications which best use
OS/2 V 2.0 features such as PM, threads, pipes, networking, etc.
The contest will reward winners through three methods, prizes, free
advertising and the ability for the winners to advertise they won.
The contest would be open to both companies and individuals. In order to
provide a fair contest, two sections would exist, commercial and
individual. The individual section should include small groups of
individuals (say 7 or under).
Why should the contest encourage individuals? OS/2 needs acceptance.
This contest would encourage individuals to learn OS/2 as both end-users
and programmers. Once they are there, as Bill Gates says, they will not
leave OS/2. ** IBM needs to motivate people to try OS/2 and move to OS/2.
This contest will certainly motivate people to look at, try, and work with
OS/2 V 2.0! **
The structure of the sections would provide as follows:
Grand-prize-winner. This is the best OS/2 V 2.0 application in the
section. Since there are two sections there will be
two grand prize winners. The grand prize winner
comes from the category winner as described below.
Category-winner. Each section will have x (say 10) categories
representing each type of application. Examples are
OS/2 utilities, spreadsheet, word processors, time
management, programming tools, compilers, accounting,
project management, entertainment, education, etc.
The two sections do not need to have the same
categories.
In my opinion the commerical prize section should not have much depth.
There should be no more than 3 winners per category. Both the standard
and competition for a winner slot should be high. Please note: A rule
could be the contest does not need to give out all prizes. This permits
the judges to say no one was worthy.
In my opinion the individual prize section should have real depth.
Individuals should feel as though they have a chance to win something even
something as simple as an OS/2 Entertainment package.
You might be saying where would an OS/2 Entertainment come from? One
possible answer is the contest. IBM could purchase the best games
(commerical and individual) and ship/sell them as a product.
** Please note: Many of these applications will find their way to store
shelves. OS/2 will look much better when its applications are available
on store shelves!
Additionally, individual winners could go to commerical companies and sell
their entry. These companies would see two benefits. First, they would
have a ready made OS/2 application. Second, they can market the product
as one of the best (or maybe as the Individual Grand Prize Winner) OS/2
applications in existence.
Prize money: This is of course up to IBM. I can only give my personal
suggestion and reasons behind it.
Each Grand Prize Winner: $1,000,000.00
By Category: 1st place: $100,000.00
2nd place: $ 50,000.00
3rd place: $ 25,000.00 - end of commerical section
The individual section would continue, dropping quickly from
this point on down to "small" items like the Entertainment
package, mice, etc.
Another possible way to do the low end individual prizes:
Provide a rebate for IBM 32 bit developement tools which individuals
purchased if their entry meets certain minimum requirements. This way
individuals can say the contest won't cost them anything more than their
time if they meet certain minimum requirements. IBM gains via two
avenues:
a) Increased OS/2 V 2.0 sales of 2.0 and its programming tools.
b) The individual now knows and uses OS/2. (S)he has an OS/2
application which (s)he could promote either as shareware or to a
company!
Judging: Judges would come from the "computer literate press" such as
Windows and OS/2 Magazine, BYTE, PC Magazine, PC Week, etc. This
responsibility would encourage and/or require these editors and reporters
to become better OS/2 and PM educated. IBM would offer to supply this
education.
Judges would be looking for the best of OS/2. Windows ports, VIO based
applications, etc. would be acceptable but might not rate highly. To win,
an application would need to use 32 bit, PM, threads, etc. Judging would
consider integration with SAA's CUA-3, a submission's RAS, etc.
Conclusion:
While OS/2 V 2.0 is the integration platform of the early 1990s, the
public must also begin to realize native OS/2 advantages. This contest
not only shows OS/2 in its own light but also spurs development at all
levels.
Advantages : Advantages exist in both the long and short term. In the
short term the contest ensures:
A) A better educated and discerning press.
B) A higher general and computer press coverage level:
1) The general press will provide coverage since this will be the first
PC contest ever. Other companies (such as Cray) have mainframe
contests, so the idea is not completely new in our industry. The
press will see IBM is serious about OS/2 applications and OS/2
itself.
2) The computer press will have a chance to write a whole series of new
articles. For example: What are the judges looking for in a program
and why? What not to submit. Review of both good and bad
submissions. Additionally, they will need to cover OS/2 V 2.0 itself
in great detail.
C) An immediately raised interest for both individual and commercial
developers. This interest would come from both the prize money and the
free publicity they could expect.
D) End-users read and hear about the OS/2 V 2.0's:
1) Advantages over DOS and Windows.
2) New applications (PM).
3) Native advantages such as PM, 32 bit, threads, RAS (of which DOS has
very little), etc.
4) SAA and CUA.
E) Windows/NT gets pushed to vapor press level.
F) After the contest, there would be many more OS/2 applications. Store
would have to start stocking OS/2 applications because of all the press
coverage, advertising, etc.
In the long term, the contest raises the (press, developers, IBM and
end-users) awareness and expectations of OS/2 native applications for
everyone.
Disadvantages : Except the expense, the disadvantages are only ones of
logistics. As for the expense, this contest's advantages more than offset
the cost through OS/2's acceptance and creation of more native
applications.
Additional details : I know you are busy. Should you desire more
information on this idea, I am available at your convenience.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: TV information commericals.
Keywords: TV, commericals, end-users, testimonials, multi-vendor,
migration
Idea/suggestion description:
IBM should have two 30 minute information commercials which discuss:
A) DOS/Windows to OS/2 migration.
** Note: IBM should show (not stress) its multi-vendor support
by having at least one computer from each manufacturer who signs
up to support/provide OS/2 V 2.0. IBM should ask them to help
underwrite the commercials cost. The commercial would at its
beginning and end denote those manufacturers who help pay to
bring this valuable and useful information to their end-users.
Yet even if they don't pay, IBM should include the computer for
the benefit of OS/2 (again showing multi-vendor support). Also
it shows IBM is serious about OS/2. Serious enough to use not
just IBM machines but an equal number of everyone's machine.
This commercial serves three purposes:
1) It permits existing DOS and/or Windows users to see how easy
their migration can be to OS/2.
2) It permits them to see OS/2 running on different
manufacturers machines. They literally could/will see their
computer running OS/2 V 2.0 (and being more productive than
they are today).
3) IBM's commitment to OS/2 V 2.0 and how it is not just an IBM
PS/2 operating system.
B) Actual end-user testimonials with OS/2 V 2.0 tips and
techniques.
* Note: Again use not just IBM computers and try to get other
manufacturers to help pay the cost.
One additional side benefit to getting other manufacturers to
help pay the cost is the statement of support it gives to OS/2 V
2.0!
This commercial serves two purposes:
1) It helps people who need to see it a chance to see before
they jump.
2) It helps people who believe they can not do their work any
better that they can improve and can easily improve their
productivity.
IBM should show the commercials on cable TV like the "SOLOFLEX" company
shows their expensive product. People who own or will own 386/486 systems
watch TV and cable TV. Have them on frequently and for several months.
Have some 30/60 second TV and Radio commercials which are leaders for the
30 minute commercials. Tell people to watch for the longer commercials.
IBM should consider using print ads to help people find these 30 minutes
commercials.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Show sponsorship
Keywords: CNN, TV, Radio, sponsorship, multi-vendor support
Idea/suggestion description:
IBM should have OS/2 V 2.0 sponsor shows such as CNN's Daybreak, or
Worldwatch, etc.
An example lead in: Next on CCN, Daybreak sponsored by OS/2 V 2.0. The
operating system for your ALR, ..., Compaq, Dell, ..., IBM, ..., NCR,
fade. List in alphabetical order the computers which support OS/2 V 2.0.
This idea can also work with other shows on either TV or Radio. OS/2
could sponsor an hour of relaxing music and/or the top 20 Rock hits.
During the show one would hear or see several things about OS/2 V 2.0.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: OS/2 End-user appreciation day.
Keywords: Appeciation day, end-user, multi-vendor, presentations
Idea/suggestion description:
IBM should have an appreciation day for existing OS/2 end-users. IBM
would:
A) Take the list of all (IBM and non-IBM) registered OS/2 users.
B) Send them an invitation saying the following:
IBM would like to invite you to an OS/2 end-user appreciation
day. This day is to thank you for your existing and continued
support of the best operating system for PC end-users.
This appreciation day will run the full day. It's purpose is not
only to thank you but to give you a chance to experience OS/2 V
2.0 and to take a copy home with you! That is right come and get
your upgrade copy free of charge! (People with non-IBM copies of
OS/2 would receive their copy when their manufacturer's copy is
ready.)
(FYI: If you have a friend who did not send in their
registration card, tell them to call 1-800-xxx-xxxx and register.
They need only to bring the registration card to the "party.")
** Note: Since registered copies of non-IBM copies of OS/2 would
be included, these other manufacturers should be asked to help
put on the party. This will also help in showing OS/2's
multi-vendor direction.
The agenda should include:
A) A greeting from John Akers, Lee Reiswig and presidents of other
companies which have OS/2 versions (e.g.: AT&T, Compaq, Dell,
NCR, NEC, etc.).
B) OS/2 V 2.0 real time hands on presentations.
C) OS/2 V 2.0 tips and techniques.
D) Demo suggestions in case you desire to show your friends,
coworkers and other DOS end-users OS/2 V 2.0.
E) Information on OS/2 V 2.1 and above.
F) Food.
G) A chance to look at the OS/2 V 2.0 marketing and advertising
ideas (e.g.: print ads, commercials, etc.).
H) Other ideas and areas.
This is also where IBM could hand out mugs, pins, etc., to those who like
OS/2 and will go out and show OS/2 for IBM without being an IBMer.
Some might say it is like the PS/2 Forums. I attended the Chicago PS/2
Forum and would disagree with them. The PS/2 Forum assumed one did not
know much about OS/2. I am proposing the day is for those who already
know and appreciate/support OS/2.
Differences
Attendees walk out with their OS/2 V 2.0 SE or ES copy for those using
IBM's OS/2. Other manufacturers may provide a temporary copy or their
final copy the same day.
Attendees can provide direct input to the product. A method to collect
both the idea and name would exist. People would be told they will
receive useful feedback (not just a thank you).
The presentations would not talk down to people, but would know the
attendees know OS/2 very well.
The day would include multi-vendor discussions, examples and
presentations.
This day would be a great way to kick off OS/2 V 2.0's GA!
There are differences which make it both better and different than the
PS/2 Forum.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Use local people to communicate information
about OS/2 V 2.0 to every community in the
nation.
Keywords: Local branches, articles, newspapers, newsletters,
performance, "Got You(s)", conversion, productivity,
migration
Idea/suggestion description:
Background.
IBM should use the local IBM branches to support, market and advertise
OS/2 V 2.0. Microsoft goes from town to town talking about Windows so
should IBM.
IBM is already in every town and can do what no other computer company can
- a joint national and a local support/ad campaign. IBM is like major car
companies who advertise both nationally and locally.
Major and other cities have computer newspapers/newsletters. For example,
in Minneapolis/St. Paul we have "Computer User" and several newsletters.
This should also include the local newspaper's Business Section. Each
local branch can discover what exists locally.
Details.
IBM should have each branch develop two articles about OS/2 V 2.0 for each
newsletter/paper. (2 papers = 4 articles.) Each article needs to be **
unique ** so the local papers don't complain IBM provided the same
information to each paper.
Note: The local branch can develop these articles by either having their
local people write them alone, have actual local EEP end-users write the
article or a combination of the two.
IBM must not provide the local branches a "canned" group of articles.
This reduces problems with newsletter/paper article acceptance since the
articles are from local people to local people. IBM can provide the
branches help through ideas, outlines, examples, time with OS/2 V 2.0,
etc.
One type of customization is to include any information about OS/2 V 2.0
and any local PC hardware or software manufacturer. A Minneapolis/St.
Paul example would be how PC Express, Northgate and Tricord are working
with OS/2.
Every branch would have at least two articles of the same topic:
1) How to convert from DOS and Windows to OS/2 V 2.0.
2) How OS/2 V 2.0 improves end-user productivity.
Article #1: The local branches would follow a "canned" outline to insure
important topics get coverage. The outline, though, would include a
report of how a local conversion went. For example: How well. What to
look out for, etc. The "canned" outline would cover these points also to
insure the reader knows of any common "Got You(s)." An example of a "got
you" is the DOS Setting dialog panel.
Performance issues: This article would mention them where appropriate but
not go into any detail. They would be in other articles. For example,
simply state the FAT system runs faster so end-users most likely will see
both their hard disk and diskettes run faster.
Article #2: The local branches would use local EEP end-user
"testimonials," national "testimonials" from EEP users or a combination.
Combinations would be best so many areas could be covered such as:
Secretaries, general business, engineering, scientific, sales, banking,
etc. Also at least one home site should receive coverage.
On performance issues, this article would cover them lightly if a third
article will exist.
Article #3 (if necessary): could cover performance improvements in
detail.
Even if the local papers did not publish the article (doubtful, if the
national ad campaign is any good) it would raise their education level.
This idea provides the local papers a cut of the pie.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Educate local people by offering free DOS/Windows
to OS/2 V 2.0 conversion and usage classes.
Keywords: Local branches, classes, conversion, migration
Idea/suggestion description:
Background.
IBM should use the local IBM branches to provide local end-users the
ability to use, learn and try OS/2 V 2.0 without an investment. Even
though OS/2 V 2.0 is the "integration platform," people will still need
assistance to convert their work and/or procedures. Microsoft goes from
town to town providing a chance to learn about Windows so should IBM.
IBM is already in every town and can do what no other computer company can
- a joint national and a local education campaign.
This is an OS/2 Learning Center. Large cities should have multiple
locations including the "bedroom" communities. They should be open till
10PM daily. Cities with both "bedroom" and downtown locations could keep
the bedroom locations open till 10PM and use normal business hours
downtown. Extremely large cities (NYC, LA, etc) should keep even the
downtown locations open late for people.
Details.
The local branch should offer a DOS and Windows to OS/2 conversion and
usage workshop/class/seminar. IBMers, EEPers or both would teach this
class.
Branches would offer this class multiple times a week and in different
places both at the branch (normally downtown) and heavy residential areas.
Downtown would be during business hours while the residential would be
after hours.
Note: The previous idea's articles could provide a basis and/or outline
for this class. Additionally, this class could be mostly "canned" (e.g.:
video tape, course book, etc.)
Note: IBM must heavily advertise these classes via local cable TV, print,
radio, etc.
Advantage: People will be able to obtain:
A) Free hands on access to OS/2 V 2.0.
B) Help in their conversion with knowledgeable people around.
C) Chance to gain local contacts.
D) Chance to try their conversion at no cost other than their time.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Educate business people about OS/2 V 2.0
through local community and technical
colleges. This idea has the colleges using
donated OS/2 V 2.0 instead of DOS for their
Lotus 1-2-3, WordPerfect, etc., classes.
Keywords: Local branches, community, colleges, WordPerfect, Lotus,
education
Idea/suggestion description:
Idea description.
IBM Canada is working on this idea in pilot form.
IBM branches should approach their local colleges offering free OS/2 V 2.0
assistance (manpower, computers, etc.). The college's advantages are in
teaching and using the newest direction (colleges do compete against one
another). They do not need to sacrifice DOS compatibility.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Insure a large wave of ** paperback ** books
on OS/2 V 2.0 come out at or soon after GA.
These books should cover a complete range of
interest and knowledge level.
Keywords: Paperback, books, GA list, redbook
Idea/suggestion description:
Background.
People need books, manuals and reports for a new product covering an
entire range of interests and knowledge levels. This support method
reduces people's worry, frustration and anxiety. No matter how good the
code or product's quality people will seek out additional information.
Details.
The GA package should provide a list of all manuals, books and reports
that IBM is aware of which concern OS/2 V 2.0. This list should include
books, manuals and reports of all sources not just those from IBM and
their publication status (e.g.: out, available 1/92, etc.).
IBM publications should be available in both machine readable and printed
form. The printed form should be either free or sold at cost. (Show MS
how to be friendly and good for business!) The machine readable form
should use the OS/2 VIEW command. Users shold be able to either download
or order them via say the IBM BBS, Compuserv, BIX, PCMagnet, Windows and
OS/2 Magazine's BBS, etc.
IBM should encourage bookstores to have OS/2 V 2.0 book displays.
Note: IBM should look at getting some EEPers, DAPers, etc., together with
some publishers to write these books. If publishers are not interested,
then IBM should enter the normal publishing and distribution arena!
Manual examples are as follows (e.g.: Redbook)
Manual covering interest area: End-user usage
Knowledge level
Low : Yes
Medium : No
High : Yes
Number of manuals: 2
Manual covering interest area: DOS to OS/2 conversion
Knowledge level
Low : Yes
Medium : Maybe
High : No
Number of manuals: 1 or 2
Manual covering interest area: Windows to OS/2 conversion
Knowledge level
Low : Yes
Medium : Maybe
High : No
Number of manuals: 1 or 2
Manual covering interest area: Status of all existing OS/2
applications
Knowledge level
Low : Yes
Medium : No
High : No
Number of manuals: 1
Note: Ship this manual with the GA package, machine readable is OK if
printed instructions on how to access exist. Highlight PM and 32 bit
applications.
Manual covering interest area: EEP report on banking end-users and
2.0
Knowledge level
Low : Yes
Medium : No
High : Yes
Number of manuals: 2
Manual covering interest area: EEP report on engineering end-users
and 2.0
Knowledge level
Low : No
Medium : No
High : Yes
Number of manuals: 1
Manual covering interest area: EEP report on scientific end-users
and 2.0
Knowledge level
Low : No
Medium : No
High : Yes
Number of manuals: 1
Manual covering interest area: EEP report on general business
end-users and 2.0
Knowledge level
Low : Yes
Medium : Yes
High : Yes
Number of manuals: 3
Manual covering interest area: EEP report on (.....) end-users and
2.0
Knowledge level
Low : Yes
Medium : No
High : Yes
Number of manuals: 2
Manual covering interest area: GPI programming
Knowledge level
Low : No
Medium : Maybe
High : Yes
Number of manuals: 1 or 2
Manual covering interest area: Tuning and performance with SPM/2
Knowledge level
Low : No
Medium : Yes
High : Yes
Number of manuals: 2
Manual covering interest area: Tuning and performance without SPM/2
Knowledge level
Low : Yes
Medium : No
High : No
Number of manuals: 1
Manual covering interest area: Native 32 bit PM programming
Knowledge level
Low : Yes
Medium : No
High : Yes
Number of manuals: 2
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Have mainstream software locations such as
Software Etc. and Electronic Boutique carry
OS/2, its applications, books, displays, etc.
Keywords: Displays, books, applications, distribution
Idea/suggestion description:
Come on IBM, don't let DOS 5.0 have a better promotion in the local stores
than OS/2 V 2.0!
Provide access to OS/2 V 2.0 everywhere. Don't be exclusive. Use major
book dealers like B. Dalton for books.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Redirect IBM's main marketing force towards
OS/2 V 2.0's success at all levels not just
corporations.
Keywords: Local branches, end-users, goals, internal program, reward,
individuals, small businesses
Idea/suggestion description:
Every local IBM should be responsible for ensuring that at least 25% of **
all ** 386 and 486 machines in their area run OS/2 V 2.0 by 12/31/92.
This includes:
A) Individuals
B) Small businesses
C) Corporations
D) All 386 and 486 system (regardless of manufacturer)
E) Existing and new machines
A strech goal should be 33% of all 386 and 486 machines in their area.
For example: If by 12/31/92 in the NYC area there are 400,000 386 and 486
machines then the NYC must have at least 100,000 end users of OS/2 V 2.0.
If at least 133,333 end users existed the branch would recieve a special
reward in this example.
Branches must work with existing customers and more importantly, the
average end-user copy (small businesses and individuals). Please see the
previous ideas (classes, articles, support lines, etc) on how a local
might implement this goal.
IBM should make this the number one goal of ever branch. Every branch
employee should know and acknowledge how important the acceptance of OS/2
V 2.0 is to IBM.
IBM should start an internal program to support local branch employees in
their effort to achieve this goal. Again, please see the previous ideas.
IBM can use several methods to encourage the local branches such as:
A) An internal contest.
B) Money rewarded quotas.
C) Make it clear to every branch member the importance OS/2 plays in the
Enterprises (ES/9000) future. 3270s were the window to the mainframe
and OS/2 is replacing 3270s. OS/2 must be successful everywhere,
though, not just with corporations.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Support individual and shareware developers.
Keywords: Indiviudal, shareware, developers, BBS, Internet, Expedite
Windows, OS/2, tools, local branch, support, video tape,
migration, DOS, UNIX, CSD, round table discussions
Idea/suggestion description:
Background
IBM aids companies developing commerical OS/2 products via its developer
assistance program (DAP) and its new OS/2 32 bit Expedite program. These
programs both fail to recognize the importance of either the individual or
shareware developer.
I can not cover in such a short space the importance of either individual
or shareware developers. DOS's great support comes from the fact people
know they can develop code. Every DOS user runs shareware and programs
from his friends. These programs make DOS more usable and productive.
OS/2 has so many hard core supporters because its shareware base makes it
a much better product. End-users can see the difference between a
shareware OS/2 version of a DOS program (commerical or shareware). This
difference points to how OS/2 can and will assist them in their every day
lives. Examples are the OS/2 shareware PMTETRIS, TE/2 and DESKPIC
programs.
Additionally, shareware and individual programs show grass roots success
to the press, commerical companies and others.
Example: The difference between the number of copies of Windows sold and
its applications sales. The press and people question why this is
occurring.
The typical (question is)/(conversation goes): If Windows is really
catching on wouldn't its applications sales be on the rise? For example:
If each Windows end-user used just 3 applications, there should be
12,000,000+ applications in use. Are there? Not according to the press.
What does this have to do with shareware? Please, notice the difference
between the level of DOS and Windows shareware. It is true DOS is easier
to program and is older. Are those the only reasons? No. As we see more
Windows shareware become available, we'll see more commerical application
needs.
People must become comfortable with either an operating system or
environment. One way they become comfortable is through developing and
using other people's programs.
Other additional benefits from individual and shareware developers to the
success of an operating system or environment:
A) Word of mouth support
B) Finding and correcting operating system problems
C) Development of consultants
E) End up being positive product reviewers for companies, magazines
and end-users/friends/etc.
and the list goes on and on.
Idea description:
IBM ** must ASAP ** develop and announce a program to aid individual and
shareware developers in learning and developing OS/2 and PM 32 bit
applications.
There are many methods IBM can use to accomplish this goal short of
opening the DAP and OS/2 32 bit Expedite to everyone. I know IBM already
plans on using some of the following ideas. I am going over them because
-- I may have a different slant
-- I am not sure what IBM plans and don't want to miss possibility
Some of these many methods are:
A) Low tools costs. I am not asking for a loss leader but say a
not for profit set of ** full function **
tools. Reduce costs where possible. For
example:
i) Don't print manuals but ship them online. For those who
want manuals, provide both printing instructions and a
place from which to order the manuals.
ii) Provide support via a common area such as a BBS.
iii) Charge a yearly (again not for profit) support charge.
iv) IBM should take the view that its profit from these products
and support comes from OS/2 V 2.x replacing DOS for 90% of
all 386SX and above end-users in its first 2 years.
NOTE: Another direction could be the 32 bit development tool rebate
contained within the OS/2 Application Contest idea.
B) Product marketing and testing support. This one method can
itself be many methods. I can not cover them all but here
are a couple:
i) National OS/2 BBS which includes an advertiser section for
individuals and DAP members.
ii) Feedback on what OS/2 end-users are looking for in an
application.
*** When end-users are looking for an application, they
would use keywords. The program would report on keyword
searches both success and ** failures. ** IBM on a weekly
and monthly basis would pass this information on to all
developers. *** NOTE: This could be a reward to those
developers who actually deliver a 32 bit PM application.
iii) Inform OS/2 EEP companies and individuals of companies
and individuals looking for testers of their products.
C) Low cost or free development classes on the local level. These
classes can be via:
i) Video tape. Made available via public libraries, video
stores (BLOCKBUSTER), home sales, etc.
ii) Local branch classes. This could be simply providing a room,
access to the video tape series and some
machines over a period of weeks.
It could also be the local branch arranging for
some local developers (DAP members, EEPer,
IBMer,etc) to teach a class.
These classes should cover (at least):
i) DOS to OS/2 migration
ii) Windows to PM migration
iii) Character to PM migration
iv) How to really exploit OS/2!
Optionally and also important: UNIX and X-Windows migration
to OS/2 V 2.0 and PM.
D) Technical end-developer support. Support is an important
issue and one MS missed the boat on by charging too much
for individuals. IBM should provide support on Internet and
via a "free" (except for the phone charge) BBS. Developers
should receive acknowledgement of their question, etc. within
3 business days and an answer within 7 business days. If the
answer is not complete or not acceptable the developer can
continue the process.
The developer BBS will also permit OS/2 individual and
shareware developers to:
i) Share information between themselves
ii) Provide IBM end-users prespectives and information
iii) Bug reports with better details than most end-users
iv) Suggest useful OS/2 enhancements and help prevent IBM
from guessing on what enhancements would really help
both developers and end-users.
v) Provide IBM with an invaluable information base for
both their developers and marketing people.
E) Access to developer tools such as ESDTOOL via a BBS, anonymous
Internet FTP, etc.
F) Quick defect support. Another area MS fails in. IBM provides
its main customers via the defect center extremely important
support:
i) A complete fix or a work around for all problems.
ii) Free Corrective Service Diskettes
iii) Access to beta CSDs when appropriate.
This support ** must ** be available to all OS/2 users and at
this level. One might say but this will cost too much. I say:
A) Losing OS/2 as a platform will cost more.
B) The cost encourages IBM to reduce the bug level in its
product.
C) Look at 1.3 and how stable it was. A CSD was not necessary
for 6 months!
D) IBM could charge for CSDs at cost or at a yearly fee.
G) Round table discussions (again via a BBS, Internet, etc):
i) Between developers and IBM developers (systems and
applications).
ii) Between developers and IBM management.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Remove MS-Windows copies from the market
Keywords:
Idea/suggestion description:
Background:
MS-Windows has between 4 and 6 million copies and every day that number
increases. It increases via three methods:
A) IBM machines do not ship with any operating system.
B) Clones ship with both MS-DOS and MS-Windows
C) People and companies go out and buy a copy
IBM with 2.0 will start attacking these three methods.
A) It is my understanding that starting with 2.0 GA, IBM will
preinstall OS/2 V 2.0 on all of its 386SX and above system.
People will have 2.0 just like they have MS-DOS and MS-Windows
on clones today.
This means about 1.4 million copies of 2.0 will ship next year.
B) IBM is not only actively working with clone manufactures to make
sure 2.0 works on all clones but asking them to ship 2.0 on their
machines. The word back is: If 2.0 is as good as you say, you
won't need to ask us. We'll ask you for permission.
This could mean another 2.6 million copies of 2.0 will ship next
year.
C) IBM is looking at many ways to directly encourage people to
change to 2.0 from simple DOS and Windows. (Hopefully they will
use some of my previously submitted ideas for I wish 2.0 to be more
than just a technical success.)
Who knows how many copies this will mean?
IBM's directions reduce the growth but does not reduce the number of
outstanding Windows or DOS copies.
Remedy:
IBM should begin a program to buy existing copies of MS-Windows and/or
MS-DOS in exchange for OS/2 V 2.0. The user must give up his copy
(transfer his license) to IBM.
IBM then takes these copies of MS-DOS and MS-Windows and then publically
displays all the copies. This show points out many things some of which
are:
A) OS/2 V 2.0 really is the integration platform because people
no longer need their MS-DOS and/or MS-Windows license.
B) Existing Windows and/or DOS users moved to OS/2 V 2.0.
That OS/2 V 2.0's success is not simply new machines.
C) IBM can honestly show people are moving from either DOS or
DOS & Windows to OS/2 V 2.0.
In other words the number of existing copies is going down.
To whoever at IBM is looking at OS/2 V 2.0 marketing and advertising
ideas and/or suggestions:
Idea/suggestion title: Educate all levels of the business community
about OS/2 V 2.0
Keywords:
Idea/suggestion description:
Note: This idea's seed comes from Richard E. Hodges of The Jet Propulsion
Labratory. Please see previous idea in this letter.
The idea is to educate the different levels of the business community
through a single direct method as to the important aspects of OS/2 V 2.0.
These aspects of OS/2 are:
A) How OS/2 positively affects a companies bottom line by improving
the productivity of all white collar employees.
B) How to use OS/2 in the different white collar professions area
such as management, accounting and technical fields.
C) How to install OS/2.
D) How to miss known pitfalls during both installation and usage.
This idea conveys these OS/2 aspects through two powerful medias the
continuing story and the comic strip. People relate to both of these
medias on a daily basis.
Comics while initially a child concept convey many professional, important
and difficult to understand concepts on a daily basis.
We propose that IBM run a daily comic strip in the business section of
major newspapers over several months. This strip will cover the above
four aspects of OS/2 using a continuing story involving a white collar
core group from one company. They make up this company's sales and
technical force and interact with people of other companies at all levels.
Daily newspapers would include the WSJ, USA Today, the Minneapolis Star
Tribune, Washing Post, NY Times and alike. Basically the newspapers in
all major cities.
The following is example information:
First frame, first strip:
We open the strip with the scene of a busy city street (e.g: Boston).
Hanging out over the street is a "U.S. Revolutionary style sign"
which says: Bert's Window Shop.
Second frame, first strip:
Inside at a business meeting. A standing person is speaking: "I'd
like to congratulate Bill on a fine job. Getting the Minnesota Mega
Mail to use our windows is a real feather in our hat and getting into
the Midwest isn't bad either."
Third frame, first strip:
In the boss' (owner's) office. The same speaking person from the
previous slide (the boss) is saying: "Bill, here is your sales
commission and your biggest bonus, yet. Getting us a major Midwest
account is outstanding. I see outstanding things in your future."
The strip continues along and the following major points come out:
The major characters are:
Bert -> owner. Bert knows nothing about computers. His background is
technical but strictly in windows and heating. He hired some
programmers to take his knowledge and create a CAD (Computer
Aided Design) program for employees.
This business is small 25 employees and they double up on
jobs. For example: Bill is both a windows designer and
salesperson.
Bill -> Most profitable salesperson/designer 2 years running. While
he doesn't have the highest sales figure (2nd highest), his
profit margin is 150% to 200% of his nearest "competitor."
Bill uses OS/2 V 2.0 and is able to design and analyze a
window in a DOS session while also writing a sales pitch using
Lotus FreeLance Graphics for OS/2.
Bill is in his early 30s. Bill goes home every day at 5PM.
He worries that should he have the same number of clients as
George he too will be staying late.
George -> Bert's first salesperson/designer. George has the highest
sales figures and the most number of contacts. Over 50% of
all customers use George. Bert depends upon George and hopes
to make him the firm's first full partner. His profit margin
is the second highest which is 66% of Bill's.
George is a DOS and Windows user. He single threads his
computer work. To stay busy he is on the phone when his
machine is busy (doing one thing). His does his presentations
in MS PowerPoint. He finds when doing the CPU, memory bound
window analysis that PowerPoint is not exactly responsive.
George is in his mid 40s. George stays late every night to
finish his computer work. His days are very busy (computer,
phone and meetings). He finds, though, that when the
customers go home he is still at work finishing designs and
presentations.
Nancy -> Head of accounting and George's wife.
Nancy is a Mac System 7 user and is 18 months older than
George.
Selected events:
George becomes interested in how Bill accomplishes everything and
still can go home at a normal hour. His few clients is not the
reason his gut tells him. His brain says it must be the few
clients.
A rumor goes around that Bill got the company's biggest bonus
because of the first midwest sale.
George approachs Bill and discovers he runs OS/2 V 2.0. George
watches Bill run mutliple analysis at the same time he works on
a presentation. He remains skeptical of OS/2 because
A) the trade magazines once said good things now are saying
nothing about it.
B) MS dropped it.
C) No one else is using it.
D) He does not want to relearn computers. He wants his old
command line or Windows look.
E) Other common reasons for not giving OS/2 a chance.
George realizes OS/2 is really helping Bill and his time investment
in learning OS/2 would pay off over the years. George knows he must
change with the times or get left behind. He is grateful Bill is
willing to help.
George starts installing OS/2 and runs into situations which result
in questions for Bill. This "event" gives IBM a chance to show
people where the "DOS to OS/2 questions exist" and what solutions
exist.
** The strip actually helps reduce support costs by providing an
outlet for the most frequently asked questions." **
For example George can "show" DOS/Windows users how to better
use the DOS Setting's dialog (if that is possible).
-- Several other events
Towards the end of the series we see George making a presentation.
During the presentation the developer stops him and says:
George, I expect we will sign but what happens to both my
construction cost and 5 year heating cost if we reduce the size
of the windows by x and the glass' R factor by y. I don't expect
an answer today.
George says, Mr. xxxxx, let me make sure I have this information
correct. He switches over to a DOS session and brings up the
company CAD/analysis tool, inputs the information and then
provides a short explaination about the tool and its history.
The last thing he does is start the analysis.
George continues the presentation and it moves right along with
without any problem. At the presentation's end he says let us
check on your request Mr. xxxxxx. He switches over to the
CAD/analysis tool which is complete.
The analysis shows a construction cost savings of $xxx,xxx and
a heating increase of $yyy,yyy. Additionally, the candle power
of each office goes down by zzz units which may result in
increased electric costs. Reducing the window's size ends up
costing Mr. xxxxx $zzz,zzz extra over the 5 years.
Mr. xxxxxx looks impressed and suggests they can sign today. He
says he never signed right after a presentation in his 25 years
on the job.
One of Mr. xxxxxx's executives comes up to George and asks him,
"How did you get Windows to be so responsive with a CPU bound
application running?" George responds, I didn't use Windows. I
used OS/2 2.0.
The next day we see George getting congratulated and a bonus
check like Bill did day one.
In the final strip, George is showing his bonus check to Nancy.
She want to see OS/2. After looking at it she says she'll stick
with her MAC. She also adds that if the Apple - IBM deal means
OS/2 and System 7 merge then maybe the Apple - IBM deal isn't so
bad.
Another first strip example is:
Frame 1, first strip:
The strip opens with Bill hard at work on a project due by day's end.
Frame 2, first strip:
Bert walks in and tells Bill to stop his current work and get the
following done within 2 hours. Bert is going leaving for the airport in 2
hours. Time: X on a clock behind Bill.
Frame 3, first strip:
Bill walks into Bert's office with 15 minutes to spare with all the work
complete. Bert congratualates Bill on getting everything done saying: I
wish everyone was as quick as you are.
Frame 4, first strip:
Bill is back at his desk and we see OS/2 running on his screen.