ON ORIGAMI AND THE DIFFERENCE BETWEEN MICROSOFT & APPLE

"ANTICIPATION..."

Well, the peeks at the prototypes of the Origami are in (via Engadget), from the Intel Developer's conference over the last couple of days. 

Also in are the initial reviews from CNET, Engadget (they reviewed the Samsung prototype above) and other bloggers (via Gizmodo.  So far, the general reaction seems to somewhere between "Ehhh" and "Blehhh".

A lot of the same parties above, and the general media, gave a lot of credit to Microsoft and Intel for creating the Origami anticipation and blogger buzz over the past few weeks.  This was done both through a mysterious web-site campaign and fueling a PR buzz after wards.   Microsoft isn't set to actually "announce" the device officially until the CEBIT show in Germany tomorrow (WARNING:  the link automatically plays a jingle upon launch, so turn down your speaker if you don't like that sort of thing).

But the whole thing, including the presumed "disappointed" reaction amongst bloggers that Microsoft's Robert Scoble talks about here, reminded me how different the approach of introducing a new product really is between Microsoft and Apple.  Let me explain some of the ways.

1.  First of all, Microsoft actually fueled a blogging-driven buzz over the Origami.  Apple would just as soon sue the bloggers over the buzz as spit on them.

2.  Next even though Apple does both the hardware and software, can you imagine them letting one of their hardware component suppliers show prototypes of an Apple device at THEIR developer's conference? 

And do it a couple of days before Steve Jobs was supposed to announce the thing at his own conference?

3.  And then when Intel, their hardware supplier, actually gives a prototype to CNBC to show as a "World exclusive", it happens to be a version of the device with a QWERTY keyboard (see the second picture above) not due for release for a couple of years.

Can you imagine Apple having one of their hardware partners leaking a prototype of the iPod Video when they hadn't even released the original iPod yet?

4.  The world already has a buzzword for this new category of device, and it's the UMPC, which stands for an "ultra-mobile PC", of course.  And given that we haven't actually seen an official device yet, it seems to be putting the cart before the horse. 

When was the last time you saw a product category defined BEFORE Apple introduced a product.  In reality, when Apple actually introduced the iPod, it RE-DEFINED the existing category of general-purpose MP3 players.  For another example of re-defining a category, although in a smaller way in this case, I'd refer you to the recently announced 'iPod Hi-Fi" from a few days ago (more of this in the next point).

5.  And then most importantly, allowing various prototypes to be released before the official launch, Microsoft loses total control of how the "story" of the device and it's intended use is told to both it's most rabid, avid, early adopter customers, and to the mainstream market. 

Steve Jobs would commit hari kari before losing the ability to first tell the "story" of a new product HIS WAY, with the"reality distortion field" on full blast. 

I mean just look how they introduced the iPod Hi-Fi, a glorified,  $350 stereo boombox for the iPod last week with all the pomp and circumstance of the original iPod, for crying out live.

Intuitively realizing this difference between Microsoft and Apple, I purposely tried to keep my expectations of the Origami in check.

In my post on the Origami a couple of days ago, I said I'd be happy if the device just had the following features:

1. Runs full Windows XP OS and applications in the form factor that's been hinted thus far (see alleged picture of prototype above from Engadget).
2. Runs full Windows XP Tablet PC OS and applications in the form factor that's been hinted thus far AND have a pen-driven screen.
3. Does either of the above AND has a built-in QWERTY keyboard.
4. Has either of the top two features AND has built-in WiFi for internet surfing.
5. Does number 1 or 2, AND number 4, PLUS having the option of an EV-DO wireless broadband modem from Verizon or Sprint.

Judging from the various write-ups referenced above and on memeorandum in general, the device seems to...

1. Run the Tablet PC OS, as further confirmed by Scoble, and NOT "Windows CE" as proclaimed by CNBC in their over-hyped "world exclusive" glimpse of the keyboard version of the device (second picture above) yesterday.  (Come on CNBC, at least get the dang features right if you're going to claim to do a world exclusive "report").
2. A model with a QWERTY keyboard is planned, but won't be available for a couple of years, as mentioned above.
3. Some versions will have various wireless options, but it remains to be seen WHEN they're actually available.

So there we are... I'm actually pleased with the way the Origami looks so far.

We've got ourselves a 2-pound version of a tablet and convertible version of the Tablet PC coming, allegedly for a price below $1,000.  But I'm sure after we tack on the various features and accessories we really want, it'll end up costing pretty much close to the OQO and Dualcor PC (see earlier post)  type devices that are either available or on their way, at price points of $1500 and higher.

The bottom line? 

We're in a different world than the world of the PC that Microsoft has thrived in over the last quarter of the century.  Technology and telecommunications are making an explosion of consumer products possible that are far ahead of both the early adopter and mainstream markets to absorb them. 

The NEED for these new products and services have to be introduced and explained ahead of the product itself, as Marketing 101 traditionally has taught us. 

It's only after the basic product's value proposition is understood, accepted and familiar, that one can pile on all manner of extra features, and expect the market to appreciate and buy into them.  And that's what needed before the product can be a big, runaway mainstream success like the iPod.

But for Microsoft and it's partners, old habits die hard.  They're introducing these new contraptions as if they were extensions of just the same old things. And throwing in features as if they'll sell themselves.

Apple on the other hand, thanks to Steve Jobs, understands that even if the new products are just extensions of the same old things, they still need to be re-made and re-sold as something new that meets an unfulfilled need. 

Every feature has to be exquisitely described, emphasized, re-emphasized and explained.  A need that none of the old products never came close to fulfilling.

For example, every new iPod introduction by Steve Jobs of late repeats how the new one is thinner and smaller than the last one for instance.  I mean this has even become a pop-culture parody on Saturday Night Live (via Engadget).

That's the genius, the Apple sizzle and steak.  Introducing basic Marketing 101 that applies in every other industry, to technology.  And that's the difference we celebrate and crave, breathlessly anticipating every new move that Apple could make.

Microsoft needs to learn that recipe.  And soon.

Anyway, tomorrow we get to hear all about Origami, directly from Microsoft. 

Can't wait.