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Microsoft investing in Ads

Submitted by on 22 August, 2013 – 4:32 pm

A coarse economy isn’t stopping Microsoft from spending in key areas. The software maker on Mon.

presented a new press campaign directed at wringing spending from cash-strapped firms as well as the firm’s own investment into a start-up centered multitouch. In the latter area, Microsoft is a part of a $24 million financing round for N-trig, a Kfar Saba, Israel-based company that provides technology for sensing pen and touch input. The dimensions of Microsoft’s stake wasn’t divulged. N-trig’s technology is employed in current multitouch computers from corporations like Dell and HP, a class Microsoft wants to expand by building gesture support directly into Windows seven.

“With the arrival of multitouch in Windows seven, integrated with N-trig’s DuoSense technology, our buyers will have a new and natural way to have interaction with their PCs,” Microsoft Group Program Boss Ian LeGrow declared in N-Trig’s press statement. “By simulating the way folks write and touch naturally, N-trig helps to make it better to navigate your Computer and enable a new class of Windows experiences.”  As for Microsoft’s new advertisements, they started running during Sun.’s NFL playoff coverage and carry the theme “Because it’s everyone’s business” and is a part of the corporation’s long-running “people-ready” campaign. They are engineered to feature particular buyers, for example Quicksilver and Coca-Cola talking about how they’re using Microsoft products to ride the waves, genuinely in Quicksilver’s case. In a Q and A posted to Microsoft’s press internet site, General Boss Gayle Troberman expounded the time was right for Microsoft to tout what it must offer companies. “We think software can offer one of the most important competitive benefits, and that is particularly urgent now when a large amount of corporations are struggling simply to keep the lights on,” Troberman recounted. “Microsoft’s view is that business leaders who maintain a long-term perspective–even as they take short-term steps to adjust to the present economic realities–have the opportunity to appear from a downswing in a stronger position than they were in before. Though the company is spending on advertisements, Troberman indicated the company might not be spending as much as it originally had planned. “As for executing the campaign, we’ve taken a tough look at each advertising and selling buck we are spending, and there are areas where we are changing plans,” Troberman expounded.

“We also think we are getting a great deal on advertising ‘real estate’ now, so we are hoping we will be able to get a ton more worth out of the greenbacks we are spending today.”.

In an interview last week, Microsoft Boss Steve Ballmer recommended the company is taking a difficult look at where it can cut spending but did not want to offer specifics, noting the company is in a quiet period before exclaiming its takings later this month. “The fact of the problem is, this isn’t a downturn, this could be a bit of a reset,” Ballmer announced. “Those are quite different and we are attempting to truly suss thru what we think that suggests for us.”. Both the N-trig investment and the business ad push were reported on Sun. by The WSJ.

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