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

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

Windows Longhorn Logo Program Client

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

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

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

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

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

Longhorn Client Partner Opportunities

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 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 New “Longhorn” Logo Program

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

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

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

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

Windows Longhorn Logo Program Server

“Designed for Windows Server” Program Recap Windows Server Catalog “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.” Customer Response 12,800 logo’d products 300,000 visitors/month

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

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

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

Bringing it All Together Windows Longhorn Client and Server

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: Proposed Longhorn Logo Program hardware requirements: mspx microsoft.com

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

Community Resources Windows Hardware & Driver Central (WHDC) Technical Communities Non-Microsoft Community Sites Microsoft Public Newsgroups Technical Chats and Webcasts Microsoft Blogs