20160224stockmwcmicrosoftwindows10signs100647702orig100696872orig

Microsoft CMO: Forced Windows 10 upgrade was 'painful' at one point

This year, Microsoft pushed users on taking advantage of its offer to upgrade their PCs to Windows 10 for free. That meant the company used a variety of tactics to get people to install an updater and run it to replace their old operating systems with the new one. 

Overall, Microsoft got the balance right between being too aggressive and getting users to upgrade, Microsoft Chief Marketing Officer Chris Capossela said in a Windows Weekly interview. But he did admit that Microsoft stepped out of line at one point with a change that confused and dismayed a number of users. 

"There was one particular moment ... where the red 'x' in the dialog box, which typically means, you know, 'cancel,' didn’t mean cancel," he said. "And within a couple of hours of that hitting the world, with the listening systems we have, we knew that we had gone too far.

"And then, of course, it takes us some time to roll out the update that changed that behavior," he added. "And those two weeks were pretty painful, and clearly a lowlight for us. And we learned a lot from it, obviously."

The admission is a bit late, considering that the update dialog Capossela referred to appeared in late May. While Microsoft may have been working on an update to change the behavior, it didn't say anything about the issue at the time. 

By now, though, it's something of a moot point. Microsoft's hyper-aggressive Windows 10 push is over, along with the company's offer of a free upgrade. 

IDG Insider

PREVIOUS ARTICLE

« MacBook Pro is the first Apple laptop to lack a recommendation from Consumer Reports

NEXT ARTICLE

Globalstar gets FCC approval after backing away from Wi-Fi »
author_image
IDG Connect

IDG Connect tackles the tech stories that matter to you

  • Mail

Recommended for You

How to (really) evaluate a developer's skillset

Adrian Bridgwater’s deconstruction & analysis of enterprise software

Unicorns are running free in the UK but Brexit poses a tough challenge

Trevor Clawson on the outlook for UK Tech startups

Cloudistics aims to trump Nutanix with 'superconvergence' play

Martin Veitch's inside track on today’s tech trends

Poll

Is your organization fully GDPR compliant?