Archives for posts with tag: microsoft

With smartphone being the hot item in the tech world right now, many companies are trying to get the upper edge by using their patent portfolio against other companies. Apple, Samsung, Microsoft, and numerous giant corporations are suing each other over what they feel are patent infringements. These lawsuits have big consequences, for not only do court proceedings cost millions of dollars, but the outcome could even have far bigger implications. For example, Microsoft sued HTC, the maker of cell phones such as the HTC Sensation and HTC Rhyme, over patent infringements. When everything was settled, HTC agreed to pay Microsoft 5 dollars for every HTC Android smart phone sold. Microsoft actually made more money from the selling of Android phones than their own operating system, Windows Phone 7! Microsoft makes 5 times more money through the sell of an Android phone than they do for each Windows phone sold. Apple recently won a lawsuit against Samsung in Australia.  Samsung now cannot sell their popular Galaxy Tab 10.1 in Australia as a result. While you agree or disagree with how these companies are using their patents as weapons, this type of patent warfare is not new. Back in the early 1900s, the use of patent as a offensive weapon was used to limit film production.

For those who are not familiar with the foundation of filmmaking and the rise in Hollywood, film production and film companies fought to dominate this new space through the enforcement of patents. The original camera maker and the biggest patent bully was Edision Corporation. Their camera design was patented and they used this patent among others to sue other companies out of business. It became an unwritten rule that those who wanted to produce a movie would have to pay Edision to do so. Those who didn’t pay this fee would could face future lawsuits. Those who didn’t want to be bossed by Edison Corporation grouped together to found their own corporation, but they ended up using their patents to remove competition as well. Because of these lawsuits, France’s and Italy’s film industry boomed during this time and those countries became the world leader’s in film. The USA’s film making industry struggled because too many studios were worried about legal action and the lack of funds. Only until the federal government began legal action and also when Edison Corporation lost some big court cases did the film industry begin to boom.

The current patent war in the smart phone arena is similar to the rise in film. As more and more legal lawsuits are filed seemly every week, one can only look back at history and see the effects these legal actions had on innovation and creativity.

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Microsoft is showing advertisers how they can integrate advertisements (particularly the social aspects) into video games. The video shows how the Xbox Kinect accessory allows for more immersive and social advertisements that allow the gamer to become more involved in the advertisement. Advertisers are able to target a mass audience  through traditional methods but are finding it more challenging to do direct advertising. The Kinect and Xbox is suppose to make advertising easier for advertisers by allowing them target specific audiences. By targeting a specific game, advertisers are able to select a specific group or people they want to sell their product to. The advertising video is an excellent proof of concept and it shows how advertising is going to become more intrusive in the future.

So what does this mean for you and me? Well this is only a demonstration video, so these ads and their social component do not exactly exist (yet). It is amazing how advertising firms are using new technology to spread their (commercial) message. Ads are about to become more immersive and more dynamic. As you may suspect, people are already having issue with this new intrusive advertising technique. Microsoft is marketing this new advertising as “Natural User Interface Ads”. The Kinect is suppose to be an accessory for gaming, but in the eyes of Microsoft, it may also become a vital marketing tool.

http://www.youtube.com/watch?v=RSk5DhxQHLo&feature=player_embedded

Source: Kotaku

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Microsoft gave a sneak peak into the new version of Windows the Windows team has been working on. Specifically using the touch ideology and key assets of their unique but unpopular phone operating system (Windows Phone 7), Microsoft is overhauling their aging operating system to compete against the rise of post-pc devices (tablets). What is striking about this new operating system is how it deals with multitasking. On other tablets, such as the iPad and the Motorola Xoom, users are bound to using only one application at a time. With Windows 8, users will be able to run multiple apps at the same time using unique gestures. Users can designate what portion of the screen he or she wants a specific app to run, and then can use the rest of the screen to run other applications. Windows 8 does feel like a metro skin on top of Windows 7, for users can switch back to the “classic” desktop experience at a flick of a switch. It does seem that this new experience is just a “skin” on top of an existing operating system, which is bad to say the least. Also, users are going to be confused by having to use two fundamentally different types of interactivity with their computer. Windows 7 is fundamentally a “folder” operating system, in which everything is put into folders. Files are in folders, applications are packaged in folders, when browsing the computer, users have to dig through folders to find files. This new Metro UI was designed to be “post-pc” in which users don’t have to see folders or files at all. By combining the two, users will have a hard time figuring out how to organize and use their computer. Microsoft has taken a large step into the new world of post-pc devices, but it has a lot of work to do in order to truly have a post-pc operating system. Microsoft has not announced a release date but has stated that this new operating system will work on computers, laptops, and tablets.

Source: allthingsd