Satya Nadella Rebrands Microsoft

By Dylan Walko
Technology & Innovation Writer
microsoft

So long to the days of Microsoft using their Windows and Office suite of products such as Word, Excel, and PowerPoint to generate the vast majority of revenue.  Microsoft has seen the ever changing dynamics of 21st-century technology and recognizes that to stay in competition with the likes of Google, SalesForce, Oracle and much more, something new and exciting must be done.  Well folks, here it is.

Microsoft in the recent months has been reinventing itself as a corporation to incentivize users to forget about Google applications and return home to a new and improved Windows experience.  One of the major revamps for the Satya Nadella led corporation is expanding the horizon on their Bing search engine.  Microsoft originally leveraged their search volume through Bing Rewards.  This was a service offered to loyal customers of the search engine who could earn points by searching for everyday topics, services, and goods.  In return, these points could be used to redeem gift cards, discounts and other benefits.  Thurott has reported though that Microsoft is making significant changes to the service.

Some of the biggest changes are that they are no longer calling it Bing Rewards, but rather Microsoft Rewards.  Also, they plan on taking off the age restrictions which limit users under the age of 13 from receiving these benefits.  The way in which users receive points is also expanding.  With the cannibalization of Internet Explorer, Microsoft’s new browser Edge will reward users with points if they use the application.  Microsoft hopes that this will be a “lucrative way to sway people to jump from Chrome back to Edge (or stay with Edge and never leave).”

Some of the other smaller changes that have come about from the rebranding also include a change in the lingo for the membership tiers.  Originally, users could choose from Member, Silver or Gold.  It will be changed to Level 1 and Level 2 now for convenience.  Along with this, the change from credits to points has some weighted differences.  For members who currently hold Bing credits, they will receive 10 Microsoft Rewards points for every Bing credit.

Yet, Microsoft has also acknowledged that they cannot simply change for the betterment of their individual users, their business software offerings also needed to break into the competitive CRM market.  CRM stands for Customer Relationship Management and is a term that refers to practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers.

With this new offering, Microsoft has the ability to offer small or large businesses effective tracking of financials, sales, and marketing in their Business Edition Bundle.

Then the whole kitchen sink with the Enterprise Edition which offers operations, sales, marketing, customer service, field service, project service, power apps and workflows.  This kind of product is a bold statement, CRM Buyer reported that with Salesforce being the dominant leader in the CRM pack, Microsoft is able to benchmark where they hope to be one day with their products.  While also recognizing they have a long way to go in terms of ERP (Enterprise Resource Planning) in which “Salesforce has the largest and most robust ecosystem in the business, with a raft of ERP providers including Financial Force, IntAcct, Kenandy and others, like Sage, which offers a hybrid solution for small business.”  But who better than Microsoft to put themselves up for the challenge?

A version of this article appeared in the Tuesday, November 22nd print edition.

Contact Dylan Walko at
dylan.walko@student.shu.edu

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