Microsoft Missed Chance to Seize CES Attention

By Don Reisinger  |  Posted 2010-01-11 Print this article Print


5. Security is getting worse

It's no secret that security both in software and on the Web is getting worse by the day and so far, the security community is having a hard time catching up. As more sensitive data is stolen, consumers need to hear from major companies that things will be better. They didn't hear that from Microsoft at CES. That's a shame.

6. The alternative was boring

It's understandable that Microsoft would want to talk about tech at a gadget-focused show, but after Ballmer left the stage at CES, most in attendance were awfully bored. The biggest news from that presentation was Project Natal's availability at the end of the year. Besides that, Microsoft showed off a few tablet PCs and a new feature in Bing Maps. Sorry, but those topics don't seem nearly as important as Windows security.

7. Current customers need reassurance

There is a lot of confusion in the marketplace. Novice users hear about Windows security woes on an almost daily basis and they don't know how to protect themselves. All the while, they're journeying out into a dangerous environment without the proper safeguards in place. Unfortunately, Microsoft didn't provide them with any direction at CES. It might be saving security news for another time, but by not addressing the topic at CES, Microsoft is still leaving some of its users in the dark.

8. Microsoft is the target

For now, Microsoft is the target of the majority of malicious hackers. That's why it's incumbent upon Microsoft to do what it can to effectively address security problems and lead the charge against scammers. CES could have been the place where Microsoft asserted itself as a leader in security. Instead, it waited for others to carry that banner.

9. The enterprise was watching

It's likely that the corporate world will eventually drop Windows XP and move to Windows 7, but it would do that sooner if it had a greater understanding of the security benefits Windows 7 would provide. And just because CES is for "consumer electronics," it doesn't mean that the enterprise wasn't taking notice. It wanted to hear how Microsoft plans to make Windows more secure to see if it was worth adopting. Microsoft missed a huge financial opportunity by not talking about security at the show.

10. It shifts the discussion

By discussing security at CES, Microsoft could have shifted the discussion from Apple's tablet and Google's Nexus One to improvements the company will be making to Windows security. Talking about security improvements would have pushed Google and Apple off the front page and made Microsoft the main focus of the show. Instead, CES was overshadowed by Google's and Apple's big plans. In the end, that was the last thing Microsoft needed at CES.


Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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