
The success of Windows 8 would not only defend the lucrative
Windows Division, it could rescue another hugely important division of
Microsoft business: online advertising. That business, known as the Online
Services Division (OSD) comprised of Bing, MSN network, Atlas and Hotmail, has
been a disaster. The division is most notorious for the ill-advised purchase of
aQuantive advertising firm, a $6.2 billion blunder Microsoft wrote off this
year. That aside, OSD continuously weighs down Microsoft. In the third quarter it operated at a loss of
$364 million compared to the Windows Division profit of $1.6 billion. OSD was the only Microsoft division to operate
at a loss in the third quarter.
Microsoft’s opportunity to turnaround its struggling
advertising business lies within the new Windows 8 interface, known as Metro. The
Metro interface does away with the old-school Windows icons and replaces them
with web-connected “tiles” that dynamically pull in updates for things like
weather, news, social and email. These tiles amount to desktop apps that, just
like mobile apps, can be ad supported. Google, Netflix and The New York Times
are among nine thousand companies that have already built desktop web apps for
Windows 8. As the owner of the app store (called Microsoft Windows Store), Microsoft,
like Apple, has implemented a 70:30 revenue share with developers. Microsoft hopes
it can parlay Windows 8 penetration of the PC market into a position of
strength in the online ad market.

The app-based interface of
Windows 8 is also a key component of Microsoft’s strategy to combat Apple and
Google in the mobile and tablet market. If consumers download desktop apps for
their Windows 8 PCs, they may want them available on other devices, boosting
the appeal of Windows 8 phones and tablets. If Windows 8 is a success, Microsoft
advertising business could become the company’s newest bright spot, instead of
its perennial black eye.
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