MKT 370 Lecture 4: Microsoft Case

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8 Feb 2017
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Gaining&Insight&into&the&Life&of&a&College&Student&(A)
College&students&were&the&next&generation&of&users&for&Microsoft&Office&as&they&
entered&the&workforce
Risk&because&likely&to&try&competitive&applications
Challenge:&engaging&college&students
Google&gaining&an&increasing&presence&on&campus&through&official&partnerships&
with&universities
Campus&wide&transition&to&apps
Facebook&big&in&students'&social&lives
Microsoft&Office&was&the&homework&standard
Generated&little&enthusiasm
Rarely&used&for&non-homework&tasks&such&as&communicating&with&friends&
and&organizing&social&activities
University&email,&Gmail,&and&Yahoo&were&top&emails&of&choice
Microsoft&had&Hotmail&which&was&fallback&account
Outlook&rarely&used&as&email&client
College&students&cared&about:
Managing&homework
Organizing&notes&and&accessing&schoolwork&directly
i.
1.
Great-Looking&schoolwork
Dynamic&presentations
i.
Citation&and&bibliography&tools
ii.
2.
Workplace&prep
Building&professional&network
i.
Finding&a&job
ii.
3.
Sharing&and&communicating
Working&from&anywhere
i.
Collaborating&with&peers
ii.
4.
Ad&with&Bill&Gates&and&Jerry&Seinfeld&was&received&poorly
Tried&to&engage&through&campus&ambassadors&and&discounted&student&pricing&
for&Office
Unsure&of&impact
Facebook&and&Google&excited&students&with&ads,&applications,&and&programs&
close&to&student&interests
Microsoft&seen&as&aging,&less&reliable,&unable&to&reinvent&or&adapt&to&
changing&tech&undergrad&community
Facebook&was&beloved&by&the&majority&of&students&and&used&begrudgingly&by&the&
rest
Come&up&with&an&idea&that&forces&students&to&use&Microsoft&in&order&to&
stay&connected&to&peers
Facebook&and&productivity
Contacts,&birthday&reminders,&calendars,&IM
Club/group&management&through&calendars,&membership&lists
Part&B
Day&Diaries
Students&logged&their&activities&every&30&minutes&on&Twitter&for&24&hours
Provided&a&view&of&how&students&spent&their&time&and&how&they&divided&it&
among&different&activities
View&into&main&themes&of&students'&lives
Personal/social
§
Work
§
Class/homework
§
Current&Twitter&users&and&own&a&smartphone
Technology&Diaries
Tried&to&target&tech-savvy&students
Assessed&students'&level&of&technology&usage&based&on&whether&
they&used&products/websites&such&as&Google&Docs,&wikis,&blogs,&
Twitter,&and&smartphones
§
Students&recorded&any&use&of&Internet&or&phones&over&24-hour&period
Phone&time
Text
§
Call
§
Other
§
Online&time
For&School
§
Facebook
§
Google
§
Other
§
Interested&in&patterns&of&online&behavior&in&real&time,&not&self-estimated
Focus&Groups
Try&to&reveal&students'&perception&of&Microsoft's&value&proposition&
compared&to&Google
Group&dynamic&would&trigger&conversation&and&allow&participants&to&
bounce&ideas&off&one&another
Student&interactions
§
Role&of&peer&pressure&or&influence
§
Student&opinions
§
Limiting&if&one&leader&took&over&and&imposed&opinions&on&rest&of&group
5&freshmen&and&1&senior
Interviews
Allow&group&to&assess&hypotheses&that&were&established&based&on&results&
of&diaries&and&the&focus&group
Some&subjects&may&not&be&as&forthcoming
Used&financial&incentives&for&different&studies
Any&individual&limited&to&participation&in&one&study
Women&write&in&more&detail
Focus&group&mentioned&Apple&the&most&out&of&brand
Apple&more&name&brand,&seen&as&the&future
Microsoft:&the&standard&but&not&desired
Jobs:&need&PC&not&Mac&to&work&applications
Gaming&needs&PCs
Google&has&integration&of&devises&and&products
Microsoft)Case
Tuesday,& February&7,&2017
6:30&PM
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