Microsoft used to be the joke of technology.
Or maybe the ‘beige of technology’ is a better description.
Creating products for mainstream mediocrity.
To be fair, that perception was driven more because of their marketing than their technology … but it’s fair to say they were certainly lacking that slick sheen that turned other tech companies into Rock Stars.
But a change has been happening in Seattle over the past few years.
OK, less on the marketing side and more on the tech … but a change all the same.
Where other companies are trying to hype up small degrees of change, Microsoft have been trying to push a genuine innovation agenda. But not innovation just for the sake of innovation, but stuff that has a real purpose as demonstrated by their new controller for X-Box.
Now you may argue making a controller that helps those suffering from physical difficulties is a small market, but on a global scale I would imagine it adds up – especially when there is no real viable alternative out there. [Or one that I know of]
But that’s not the point here … it’s that they did it.
Even more than that, they did it with real understanding of the audience they’re catering to.
They spent time and money on producing a product that offers a genuine solution to people often ignored.
[You can see how this affected their process by going here]
For all the talk tech companies give about wanting to ‘help humanity move forward’, few do.
Or should I say, few do if it requires doing something that has a more ‘niche’ appeal.
Yes, I know some are doing stuff that we don’t know about, but to make a physical product specifically for this audience is a big deal … especially in this commercially obsessed World.
So well done Microsoft, this is brilliant.
Brilliant for millions of people who want to play but have been ignored.
Brilliant for showing the power of design to solve problems … again.
Brilliant at showing you use technology to evolve humans rather than devolve them.
Brilliant at being more innovative than your competitors.
Brilliant at making me feel more towards you than I have in years.
As I’ve said for years, products have done more to grow brand value than advertising.
Don’t get me wrong, advertising is hugely powerful and important, but it all starts from doing something good, not something average.
That used to be obvious. Sadly, I don’t think it is anymore.