Microsoft has a challenge, fixing it will require thinking outside the box

Microsoft’s CEO, Satya Nadella, wants people to love Windows. Loving Windows will require Windows to perform well…. like Windows found on Signature PCs sold at Microsoft Stores.

Have you ever sat and stared at a screen wondering when whatever program you were trying to open would finally load? It takes forever to boot up your PC and to do anything on it. If you choose to buy a computer as part of the Microsoft Signature Program, you won’t have that problem. And it makes you wonder why all computers can’t be that way.

What is Microsoft Signature Program?

When you buy a computer that is part of this program, you can be assured that no third-party junkware is installed on there. You won’t find trialware, screensavers, toolbars or utilities from any other companies.

What this means is that when you start up your computer, you won’t have to wait. With no lag time, it is ready to go whether it was shut off or just in sleep mode. Computers in this program also come with free anti-virus software. Many other PCs have free trials of software that last 30 days and then you are required to purchase it if you want to keep it. Windows Defender is the free option and even has free updates.

You may wonder what kind of computers qualify for this program. Microsoft chooses PCs for every need from laptops to gaming PCs to smartphones. No matter why you want a new computer, you can find one in the Microsoft Signature Program that fits your needs.

This program allows Microsoft to provide an Apple-like experience for users. Apple has been known for years for its refusal to allow third-party junkware on its computers, resulting in a more positive feeling and increased loyalty when it comes to which product people will buy.

PC Partners

Unfortunately, the companies that partner with Microsoft haven’t gotten the message. They still include a bunch of programs and free trials on their PCs. While buyers can purchase the devices straight from the Microsoft store, many of them still prefer one brand.

Is there an answer? Yes, there is an answer, but Microsoft would have to take the lead in solving the problem. It might be considered risky, but it could result in big changes.

What is the problem?

Let’s face it. Margin is tight. OEMs and partners bring in revenue by adding software such as third party anti-virus and other type of trialware. These manufacturers claim that the money they receive helps them keep the price of the computer, laptop or tablet down for buyers.

If Microsoft would alter its agreement with the partners, this could eliminate the problem for everyone who buys a Windows-based device. The company still has an impressive share of the market that computer manufacturers like Samsung, Dell and HP would want to take advantage of. If Microsoft put pressure on them to remove the junkware and trialware, most of them would agree rather than losing the right to sell Windows products.

In order for Microsoft to entice OEMs to deliver a clean OS without the crapware, Microsoft would need to either compensate the OEMS, which it already does for some low cost PCs such as the HP Stream 13, or entice the OEMs to produce flag ship devices with a higher price point to compete against Apple. Unfortunately as of now, PC makers are not doing that and have chosen a low cost alternative.

Many people would be willing to pay a little extra for a machine that runs faster and more efficiently. Guess what? That’s the exact model Apple is following. Apple has figured it out. Long term profit is in the hardware.

Microsoft has a challenge, fixing it will require thinking outside the box. It recently proved it can think out of the box with the HoloLens. Mr Nadella needs to execute with a value proposition OEMs can’t refuse.