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Microsoft needs to drop the Windows name from its new consumerproducts, such as Windows RT tablets and smartphones, an industryanalyst said. A different name would help new Windows tablets compete against theiPad and Android tablets, said Zeus Kerravala, an analyst at ZKResearch, in an interview. It would also help buyers move beyondproblems they might associate with older Windows products. "I think Microsoft should drop Windows from all its consumerplatforms and use something that's a little more modern," Kerravalasaid. "No consumer today has any kind of desire to run 'Windows.' " Kerravala said he realizes that re-branding is an enormousundertaking for a major company and involves picking names thataren't already trademarked and that will appeal to buyers. Still itcould happen, and it should, he said. "Never say never," he said, adding "Microsoft used Xbox and notWindows" for its popular gaming platform. While a different name might sound superficial for essentially thesame product, Kerravala said U.S. and Asian buyers especially seemto respond to such changes. "In the U.S. and Asia, strong brandsequal high consumer appeal, and Microsoft and Nokia haven't hadconsumer appeal in over a decade." "I think Windows has an association with old, legacy devices likePCs," he said. "Most people have had tremendous problems keepingWindows stable, so frustration is already high. Remember, much ofconsumer demand is driven by what's cool, and Apple is seen ascool, while Windows isn't. Even Google isn't all that cool; hencethe Android naming." Kerravala said Google wanted to attract consumers to itssmartphones and tablets, especially among buyers who don't likeApple's dominance. "What's cooler and edgier than Android?" heasked. Microsoft might want to consider a name that conjures somethingthat can kill an Android or iPad tablet or a smartphone that rivalsWindows Phone. "Maybe Blade Runner?" he joked. "Worm? Worms eatapples." Kerravala previously said that Windows RT tablets will face an uphill battle against iPads , and need to be substantially better to do well. He's not optimistic that will happen, however. " Microsoft took years to understand that when they are mobile, users don'twant a start button," he added. With Windows Mobile, which wasprior to Windows Phone, Microsoft to replicate a desktop OS on amobile device, but Windows 8 and Windows Phone 7 are the first OSesthat's are truly touch optimized, he said. With that big change to touch, perhaps a name change is in order,Kerravala said. Matt Hamblen covers mobile and wireless, smartphones and otherhandhelds, and wireless networking for Computerworld. Follow Matton Twitter at @matthamblen or subscribe to Matt's RSS feed . His e-mail address is . The e-commerce company in China offers quality products such as Fashion Wheelchairs , China Reclining Wheel Chair, and more. For more , please visit Foldable Wheelchair today!
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