October 4, 2013

Microsoft Says It's Not Stepping Up Its CES Presence

Microsoft needs to get back in front of people and get them excited about its products, Todd Swank, senior director of product marketing for Equus, a Minnetonka, Minn.-based system builder, told CRN. 

"Going to CES could help Microsoft get the buzz back. It would also be a good place for them to talk about how they're going to leverage the assets from Nokia," Swank said. 

When Microsoft announced in December 2011 plans to ditch its CES booth and pull out of the keynote slot, Frank Shaw, corporate vice president of corporate communications, explained that its product milestones typically didn't take place in the January time frame. Microsoft would instead look to connect with customers through Facebook, Twitter and Microsoft's retail stores, Shaw said at the time. 

 By sending more people to the upcoming CES and talking in more detail about devices, Microsoft could start building the kind of buzz that Apple enjoys, where it can generate buzz without even showing up.

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