Windows Longhorn Logo Program “To lead tomorrow, start today”

1. Windows Longhorn Logo Program“To lead tomorrow, start today” Anand Krishnan Product Manager Windows Server Business Group Akris @ microsoft.com Microsoft Corporation Susanne Peterson Director Windows Client Business Group Susannep @ microsoft.com Microsoft Corporation

2. Session Outline • Windows Client Longhorn Logo Program • Program Review • Longhorn Logo Program Framework • Opportunities & Benefits • Next Steps & Timeline • Windows Server Longhorn Logo Program • “Designed for Windows Server” Program Review • “Designed for Windows Server” Program Benefits • New Opportunities with Longhorn Server • Next Steps & Resources

3. Windows Longhorn Logo Program Client

4. Windows Client Brand Promise Windows integrates the widest range of applications, services and hardware in a familiar way so each person can easily and confidently use technology to achieve their goals and pursue their passions

5. Logo Program Overview • Goal • Improve Windows computing experience • Value for Partners…. • Technical guidance & access to technology • Drives demand for partner products • Product differentiation • Value for Customers… • Enable end-to-end scenarios • Simplify evaluation & purchase

6. What do Customers Say? • Customers look for the logo* • 90% of consumers recall seeing the logo • 76% of consumers indicate it is important to see the logo on packaging • 83% of consumers look for the logo when making a purchase decision • Customers depend on the logo** • “Well you’re so used to seeing this…and if you don’t see it you probably think there’s something wrong.” • “It (the DFW logo) makes me feel that it’s good quality and that it will work for my computer.” • “It lowers our anxiety level…the fact that it’s got the XP logo on it lets us know that it does work and play well with XP and other applications...” • Customers want Microsoft to simplify • 30% of consumers find the process of purchasing PC products confusing* • “You have got to be simple, you have got to have a much clearer process”** • “I don’t know what I’m getting in return other than name brand recognition of Microsoft, which I could get in the system requirements.” ** Sources: * MSFT primary research, 11/04; **MSFT qualitative research 4/05

7. What do Partners Say? • Logo is important • 66% of partners say that the DFW Logo program is “very important” to their marketing strategy • “Enterprises demand it” • Want more • Increase customer demand for logo’d products • Help differentiate high-value partner products • Streamline the process • Longhorn Logo Program will deliver… Source: Microsoft primary research, 11/04

8. Windows “Longhorn” • Our biggest investment • Next generation platform • Fundamentals • End-to-end experiences Longhorn provides us as an industry the opportunity to add significant value to customers by delivering premium Windows experiences

9. Longhorn Client Partner Opportunities

10. New “Longhorn” Logo Program • Increase partner value • Focus on delivering great customer experiences • New opportunity for product differentiation • Fundamentals remain important • Microsoft investing in major marketing initiative • Streamline program, minimize friction

11. New “Longhorn” Logo Program • Increase customer value • Great Windows computing experiences • Purchase process easier – look for the logo • Familiar, predictable, and safe • Ability to do more of what they want to do

12. Expanded Partner Opportunities • Partner differentiation - great Windows experiences • Deliver on fundamentals • Partner Feedback – participate Assures customers they’re purchasing a quality product offering the richest, most compelling Windows experience Product meets standards for compatibility, reliability & security “Premium” Assures customers they’re purchasing a product that is familiar and easy-to-use Product meets standards for compatibility, reliability & security “Standard”

13. Logo Benefits Capitalize on the brand equity of Windows Differentiate products with a powerful message Communicate premium value to customers Drive customer confidence in your products Increased customer satisfaction Meet enterprise & corporate purchasing criteria

14. Marketing Benefits – focus on Premium Leverage Microsoft marketing investment Longhorn launch integration Go-to-market plans Retail campaigns Proactive demand generation Windows Marketplace highlight

15. Timeline PHASE III PHASE II PHASE IV PHASE I WinHEC 05 Longhorn Logo hardware & device requirements Version .51 Partner feedback continues • RTM • Launch • Logo testing begins • Launch • Marketing begins Beta 1+ Update Longhorn Logo hardware & device requirements Version .6 Draft of Longhorn Logo software requirements Beta 2+ Final Longhorn Logo hardware & device requirements Version .7 Final Longhorn Logo software requirements Marketing Program Finalized

16. Windows Longhorn Logo Program Server

17. “Designed for Windows Server” Program Recap “The logo tells me that this product works with Windows.” “I take it as a sign that the manufacturer is committed to the customer experience.” “The logo means that the product is stable and tested.” • 12,800 logo’d products • 300,000 visitors/month Customer Response Windows Server Catalog

18. “Designed for Windows Server” Program Benefits Capitalize on the brand equity of the Windows Logo Placement in the Windows Server Catalog Participate in co-marketing initiatives Digital signature for drivers Lower support costs, increased customer satisfaction Publish updated drivers through Windows Update

19. Longhorn Server: The OS platform for the next decade Increased infrastructure robustness Streamlined and task-oriented management Enhanced end-user productivity

20. Proposed Logo Program Goals for Longhorn Server Quality Components Continued focus on building a quality eco-system of compatible, stabled and supported products Solutions Focus Highlight complete solutions built from logo-qualified components that address a specific customer need Customer Awareness Increased investment in driving customer awareness Currently gathering customer feedback Need input from our partners

21. Windows Longhorn Client and Server Bringing it All Together

22. Longhorn Logo Program Resources • Related Sessions • TWDE05005 The Next Generation “Designed for Windows” Logo Program: an Introduction (Tech Session for Longhorn Logo Program) • TWDE05008 Windows Driver Quality Signature and Driver Quality • TWWI05020 Building a Longhorn Ready PC • Longhorn Logo Program: • https://partner.microsoft.com/global/winlogo • Proposed Longhorn Logo Program hardware requirements: • http://www.microsoft.com/whdc/winlogo/hwrequirements.mspx • Email: Hwlogo @ microsoft.com

23. Start Now and Take the Lead! • Get ready… (WinHEC) • Attend technical & business logo sessions • Review logo requirements & give feedback • Discuss how logo program may assist you • Get set… (Fall ’05) • Requirements finalized (Server – Q1 ’06) • Build, test & prepare to ship products Fall ‘06 • Go!!! (Launch) • Promote higher ASP “end to end experience” products • Launch your products with Longhorn

24. Community Resources • Windows Hardware & Driver Central (WHDC) • www.microsoft.com/whdc/default.mspx • Technical Communities • www.microsoft.com/communities/products/default.mspx • Non-Microsoft Community Sites • www.microsoft.com/communities/related/default.mspx • Microsoft Public Newsgroups • www.microsoft.com/communities/newsgroups • Technical Chats and Webcasts • www.microsoft.com/communities/chats/default.mspx • www.microsoft.com/webcasts • Microsoft Blogs • www.microsoft.com/communities/blogs