John O’Connor
Kevin Kammien
12/13/2012

Windows 8 Capstone Essay

The Big Picture: iOS X, Android, Windows 8

Microsoft is at one of its most pivotal points in its 37 year existence. Although its Windows operating system is still by far the most popular operating system available at this time — it no longer enjoys marketplace dominance the way it once it. As technology shifts away from the traditional desktop experience to the vastly growing mobile experience, Microsoft is waging new battles against more powerful adversaries. Apple revolutionized mobile media consumption with the release of the first ever smartphone in 2007. Along with it the rise of smartphones has come the rise of new dedicated operating systems for these devices. Apple’s iOS systems were once the most popular, but as time has passed and technology grown and shifted, Google’s Android system now holds the title as the world’s most popular. Windows is relatively new to the game in both mobile software and hardware, but seeing the global shift towards mobile has forced them to broaden their horizons with the release of the Windows 8 operating system and a new series of hardware accompanying it.

The Big 3 Software: Skeuomorphic, Linux, Hybrid

The software that runs on Windows, Apple, and Android differ in appearance and capability. Apple uses the skeuomorphic design, which is where you literally see a bookshelf to choose your online magazines, for example. Apple has been criticised for using this by some, given their signature in simplicity. Apples board is apparently split on Steve Jobs’ skeuomorphic designs, and recently fired Scott Forstall, it’s chief of mobile software. We will have to wait and see which direction they choose.

“Forstall’s sin, according to design snobs, is that he likes to make software that mimics real-world objects. The iPad’s Notes app, for instance, looks like a yellow-lined legal pad set into a stitched, leather-bound datebook. The Calendar app is meant to look like a paper datebook, and when you advance to the next day, you see a hokey page-turn animation. One of the worst offenders is Apple’s Podcasts app. When you press play, the app displays a comical animation of a reel-to-reel tape deck:” -FarhadManjoo,

Linux is the software used by Android. It is simple, with nothing added for show. It is designed for efficiency as opposed to Apples comfort. Linux appeals to a number of groups, from skilled developers who want complete freedom, to people who want access to free apps.

Windows has always been business oriented, but all that changed with Windows 8. To keep large businesses they have included the option to run Windows 8 like Windows 7. They have created hybrid software program which they hope will take away users from the Apple and Android markets.

Platforms: PC, Tablet, Phone

Mobile has changed the name of the game. While Microsoft used to rely on its ever-popular Desktop operating systems to keep its name at the top of the tech industry, those days have come and gone with the rise of new mobile technologies. Seeing the shift towards smartphone and tablet use (particularly as a “kickback” experience) Microsoft has vastly changed the look and feel of both its desktop operating system and mobile operating system to better gauge the interactive experience. To fit the tablet and smartphone schema, Windows 8 employs clickable widgets that function as individual applications. Microsoft’s shift away from its more traditional products reveal its urgency to make big plays and emerge as a leader in the growing mobile marketplace.

Overview of Microsoft’s Windows 8 Launch

Microsoft Windows 8 operating system officially launched on October 26th, 2012 (although we had it about a month and half earlier than that). Much was speculated about the product and its niche in the marketplace. Right away tech review giants across the globe were putting the pressure on Microsoft to dole out a high quality product that seamlessly integrates the sleekness of touch-functions while maintaining the functionality of previous Windows operating systems. One expert for PCWorld says …

“ … the Windows Phone platform has still been struggling to earn a seat at the table with other mobile platforms like iOS and Android.”
“The operating systems, platforms, software and devices Microsoft is unleashing this year represent a bold departure from traditional Microsoft products and strategies.” — PCWorld

Along with Windows 8 release came a slew of new products that would be utilizing Microsoft’s new flagship software. Some of these products include Windows Server 2012, Internet Explorer 10, the new Microsoft Apollo smartphone, and the expectant rival to the Apple iPad — Microsoft’s Surface tablet.

Windows 8 Launch Reception: Reviews and Criticisms from Tech Review Giants
Through analyzing various reviews from tech review giants such as Gizmodo, CNET, Techcrunch, etc. we found products ratings to fall in the range near the top (4 - 4.5 out 5, or 8 - 9 out 10). Most of the these sources seem outline similar pros and cons with the new Windows 8 operating system. Some of the praises for the product include security improvements, improved battery conservation for mobile hardware (operating system doesn’t burn battery as quickly like Windows 7), and the perfect integration for touch-based hardware products. Some general consensus cons about the product were the new User-Interface annoying those who don’t have touch-based hardware, the start menu being removed (but as you will see later, it actually isn’t), and that it takes very new hardware to the run it (effectively outdating fairly recent and usable hardware).
A reviewer for Gizmodo says the operating system is intuitive, but seems more like like a rough draft more than a final essay submission.

“Using Windows 8 is pleasant, especially if you don't have to do anything in a particular hurry. It's a totally new way of thinking about how you want to operate in a desktop OS—and maybe not entirely in the way you think. But it also seems like a rough draft of a deeply interesting idea.”
Kyle Wagner — Gizmodo
Techcrunch’s John Briggs say the team at Microsoft did a good, but not great job on the final product.
“In the immortal words of losing Little League coaches everywhere, at least they tried and there’s always next season. Windows 8 won’t be universally hated … I still think Microsoft did a good (not excellent) job on Win8.”
John Briggs — Techcrunch
Microsoft’s general reception for the product is that it is good, but not great, but how do these opinions hold up to Windows 8 marketplace success (or non-success)?
Points from our Previous Presentations: Expert Estimations vs. Reality
In the time leading up to the release of Windows 8, experts across the tech industry world tried to make predictions about what Microsoft would need to do well to compete in the ever-growing mobile marketplace. Before the official release of Windows 8, we highlighted some of these expectations in a previous presentation. Since a little more than a month ago, we have been closely monitoring the things that are happening with Windows 8 to see if any of the predictions have held true.

The first prediction or tip for Microsoft to be successful with the Windows 8 operating system was this …

1. Tablets

  • With Windows 7, Microsoft lost its way in the tablet market. With Windows 8, however, it’s making it clear that it wants to be a strong player in that space. In fact, the company itself has announced its own tablet, the Surface, to take on Apple’s iPad. Tablets could very well make or break Windows 8.

The tablet argument was undoubtedly right. For Windows to compete with the front runner — Apple’s iPad — Microsoft had to deliver a product that rivaled the current 10-inch prototype while offering a new and intuitive experience. According to a November article from the Business Insider, Microsoft’s sales aren’t looking good so far …

“Windows 8 tablet sales during that period (10/21 - 11/17) were ‘almost nonexistent’ — just 1 percent of all Windows 8 sales … Microsoft cut its order of Surface tablets for the year to two million units, down from four million.”
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While the news doesn’t necessarily hurt the company, it does mean that the Microsoft Surface hasn’t made the splash the company was hoping it would in the marketplace. If this trend continues then things in the mobile marketplace might start to look pretty scary for Microsoft.

Another major factor experts have been considering was the need for for Windows 8 at this time …
4. Enterprise desire

  • The corporate world has been moving at an exceedingly rapid clip towards technologies that, years ago, it wouldn’t even consider adopting. However, Windows is still a corporate favorite. The big question now, though, is how long will it take before enterprise adoption of Windows 8 gathers momentum? With many companies upgrading recently to Windows 7, their desire to add a new operating system now might be somewhat diminished.

At the very least Microsoft offered some big-time incentive to upgrade to Windows 8. Current Windows 7, Vista, and XP users could upgrade to the new operating system for the low cost of only $39.99, and Microsoft also distributed the operating systems to several companies for free to promote its use. While the tablet sales might not be meeting Microsoft’s expectations, CNET notes the sales for other touchscreen hardware are so through the roof that supplies are selling out of touch screen monitors and laptops. That more-likely-than-not does not translate to the use of Microsoft in the workplace, however. Touchscreen hardware cost more than normal equipment and it seems unlikely that corporations would purchase new equipment for the sole purpose of running the software.
The last expectation or recommendation we analyzed at the beginning of the semester involved the marketplace’s need for a new Windows. Microsoft’s previous system, Windows 7, isn’t really that old and so the question stands “did Microsoft develop Windows 8 purely to compete in the mobile marketplace?”
6. The market’s need for a new Windows

  • When it’s all said and done, Microsoft must consider whether the market–made up of both consumers and enterprise users–really wants a new Windows version. As noted, Windows 7 PCs are still selling well and the vast majority of the latest options are extremely powerful. It’s not clear right now why anyone would really need Windows 8. And until that changes, it could hurt its adoption.

A writer for CNET says …

“The fact is, I'm fine running Windows 7 -- which is pretty darn good -- and don't see any compelling reason to upgrade the machines, particularly because none of them has a touch-screen display … I just don't see myself upgrading until Microsoft offers up a better deal.”

He makes an important point that is reflected in our market research, and that point is with Windows 7 just barely through its developmental years many people don’t feel the need to upgrade just yet. Also because Windows 8 is so keen on utilizing touch-based hardware, it doesn’t hold much appeal for those currently using older, non-touch-based devices.

Although sales for Microsoft’s Surface Tablet and Windows 8 operating system have been vastly below the predictions the company set for itself, the product still has ample time to bounce back and catch fire in the marketplace as more and more users continue to use the product.

Factors for Success Souce: [
Market Research Findings
According to Netmarketshare, Windows 8 penetration in the month of November was not extremely successful. While 44 percent of all Windows users are still using Windows 7 operating software, only a little more than one percent are using Windows 8 in the first month of it’s release. On November 27th, Asus Central Officer Dave Cheng told the Wall Street Journal that “Demand for Windows 8 isn’t not that good right now.”

A study by Ad Duplex showed that of those currently using Windows 8 during the November, the Surface tablet was the number one hardware that the operating system was being run on. Neowin.net notes that in the last week those running Windows 8 on desktop devices has increased by 6 percent, but that the Surface still remains at the dominant Windows 8 platform

Application Development on Windows 8: Jeff Pado
Jeff Pado is currently the head (and only) application developer for Newsy Videos. Pado says he received the technology to build an app on Windows 8 about a month in advance. According to Pado, building an application on Windows 8 is not much different from building it on any of the other major platforms, although he notes there are a few more features as it is the new operating system. Pado says the demand for the Windows 8 Newsy app hasn’t been that high so far (following the market trend that Windows 8 has been slow coming out of the gate), but that Newsy saw a small increase in downloads alongside the release of the Surface tablet at the end of October.
The Lab and Our Research

We were able to get our hands on the Windows 8 operating system almost two months before it was officially released, and during that time we did extensive testing on various pieces of hardware. We tested Windows 8 on desktops with touch-screens, HTC phones, and samsung tablets. We were unable to test (officially) the Windows Surface Tablet, the medical team’s work on Xbox and Windows Kinect, and the new Microsoft smartphones that the lab will be receiving sometime next year. What we discovered with Windows 8 (prior to much knowledge about the product being reviewed on the internet) was that it was a great departure for Microsoft from Windows 7. We definitely felt that Windows 8 had that modernized feel with the use of the tiles and widgets on hardware with touch screen abilities.

What we found particularly interesting was the way new organizations were using app features provided with Windows 8. Through testing the Sky News application, we were actually able to watch the United Kingdom’s Sky News channel live — a big deal because it is a channel that is often not even included in even expanded cable/satellite packages. When testing USA Today’s application, we found an immersive multimedia experience that pulled us into engaging with more in-depth content that perhaps we would not have in the traditional desktop setting.

To wrap-up our testing and research of Windows 8 in the lab, we believe that Windows 8 is a great tool for developing a more personal connection between the user and the software through the use of the touch-screen capabilities and the widget/app design and layout. We believe that Windows 8 could be a great platform for news organizations to engage audiences in captivating storytelling and multimedia content.

Initial Project Ideas
We had many ideas about what are project would look like at the end of the semester, and as with any Capstone our project finale wasn’t exactly what we expected it to look like in the beginning. Initially we didn’t have much direction as to what we wanted to do, but as we worked in the lab we began to see where our interests were and what we wanted to do with our project. The biggest thing we wanted to do was test Microsoft’s new Surface tablet, which unfortunately were not able to do in-depth. Luckily, however, we were able to test the Windows 8 operating system in-depth long before the official release.
Another area we had a lot of interest in was events and research being conducted by outside (non-journalism) groups in the lab. We were particularly interested in the Hearst Innovation Application Development Contest and a group of researchers would were using Xbox and Windows Kinect for athletic-injury rehabilitation. Unfortunately, neither one of those projects started this semester as originally planned, and so we were unable to follow through with our intentions to report on those subjects.
Problems Encountered
With us being the “guinea pig” group for this new Capstone project, there was obviously going to be some problems and roadblocks we were going to face. The first major problem we encountered dealt with the timing of products being released and then not actually getting those products. Our first assumption was that we were going to get Microsoft Surface tablets when they were released in late October, but we didn’t actually get them. Then we weren’t sure if we were going to get them at all, which was a major roadblock in our original Capstone project idea that was going to be based on researching, testing, and analyzing the analytics of the Surface tablet.
Another major problem we encountered was not knowing where to take our research for publication. We were under the assumption that if we wrote product/equipment reviews that we would be able to publish them somewhere on either RJI’s website, or the Windows lab website (which doesn’t really exist , influencing our one of our future project recommendations). The last major problem we faced was the lack of and cancellation of lab events and research. We were hoping to do some reporting on both the Hearst Innovation Application Development Contest and the Medical research being conducted with Xbox and Windows Kinect, but unfortunately both of those projects were postponed until next semester. This put a major strain on our project because it was the area we were most interested in, and were tailoring much of our project to throughout the semester.
Future Capstone Project Recommendations