Microsoft 2.0: Meet the gentler software giant
theage.com | at | by Mike
It is neither small, nor touchy feely, but Microsoft is attempting to finally live up to part of its name as it unveils its latest product - "Corporate Identity 2.0". Beta testing is in its early days but initial reviews are encouraging. The industry gorilla seeks to replace widespread opinion that it is arrogant, unaccountable and monopolistic with a new perception as a softer, gentler giant following a subtle shift in the way it deals with clients and competitors.
Explaining the new feel-good approach at a stakeholder communications conference in Sydney recently, Microsoft's group manager of corporate marketing, Inese Kingsmill, described the company's reputation as a "considerable strategic asset". Although mistakes have been made in the past, Kingsmill says, the company is serious about changing public opinion, led from the front by chief executive Steve Ballmer and founder Bill Gates.