So I'm in trouble again. For saying what I think. And I never even considered it that bad, either. Ironically, I think some people are more upset than when I wrote my post where I said that Tablet PCs should die as a separate offering. Go figure.
Here's the thing: as usual, people are overreacting. Yet again. For example, Michael Gartenberg picked up Robert Scoble's post about it, and now it all looks like I am an evangelist, who has lost his faith. Nothing could be further from the truth. In fact, Loren and Lora were kidding that I must really be in love with the tablet, because despite all the problems I bring up, I still stick with it. You know what? They are exactly right. I was at the Philly launch, got hooked right then and there, still relish my two launch T-shirts, got my first tablet in March of 2003, and I have never looked back. And that was despite some very horrific problems HP was having with the first-generation TC1000 models back then. USB issues, leaky pens, slow performance - you name it, and it was happening. If all those problems couldn't make you walk away, I don't know what could. Oh, and let's not forget - the atrocities of the first-generation TIP.
But never once did I think of going back to my ThinkPad or any sort of non-Tablet notebook. The tablet had me at November 7, 2002, and it still does. But this isn't blind love that doesn't let me see what's wrong with the tablet either. Let's be honest: no product is perfect, and no product management is ideal either. To say otherwise would be to disrespect the tablet with mindless fanboy brainwashing, and I'm not about to do that.
With the explanation of which side I am taking in this skirmish (and make no mistake - a battle is being waged here, and unfortunately, the Tablet PC is struggling), let's take a look at some key points I'd like to discuss:
The Tablet PC, or more specifically, pen and ink technologies aren't going away. Although it's still an infant, it's comfortably settled in the hands of too many to just be killed off. The OEMs are starting to blossom, software is being developed, and the miniscule critical mass that was needed has been reached. The one million mark doesn't matter. One way or another - whatever the final name and incarnation will be - the tablet is here to stay. So let's not freak out about it dying, being cancelled, being renamed, or something else. Come on, all together, let's breathe a sigh of relief - the Tablet PC team has made it. Maybe barely, but they've made it.
There is a massive problem in the tablet marketplace - people's expectations. Evan Feldman (all you Tablet PC folks owe him big time for his public evangelism and communication, by the way) had a great comment about who the originally intended users for the tablet were. Consumers expect one thing, businesses something else, influencers, reviewers, others - something else still. Nobody clearly communicates what the target customers are supposed to be and why. Or if there even should be specific target groups. Why not show how tablet technologies benefit pretty much every segment of the market? Show specific scenarios. Explain what you intended the tablet to be.
Right now you get all these negative review articles, where the person thought the tablet was one thing, the product didn't seem like it was, and they dropped it after a day or two, slamming it in the process, without giving it a chance. As long as there is confusion in the marketplace, there will be this disconnect in expectations and thus all those misguided reviews. So talk to the press. Have a dedicated community outreach person, whose sole job is to explain what the tablet is, why it does what it does, and why it doesn't do what some people expect.
Speaking of the negative reviews, come on - why do you let that go on?! You have a great product. Most of these "negative articles" could easily be deconstructed on a blog, point by point. Why they are wrong. Why the reviewer is misinformed. Why the person may have some valid points about so-and-so. So please, please provide a dialogue. If only somebody could reasonably respond to all the attacks, the credibility of the product and the team behind it would skyrocket. But no marketing talk. Admit mistakes. Don't argue with "record sales figures". Counter with features, benefits, real life stories of how a tablet helped somebody. Be honest. The negative press could fall apart at the seams, if only you tried to have a reasonable conversation about it and tried to make some basic points.
Lonestar. Tablet PC Edition 2005. Whatever it's called. The name, and even renaming really aren't an issue, because most people won't care. Two points here. First: Lonestar is a phenomenal upgrade over the less-than-ideal original version of the operating system. The SDK adds a ton of capabilities, and developers can create apps they probably can't even envision yet. Very cool stuff. Tablet team developers, pat yourselves on the back. And to all those, who have recently asked me whether Lonestar is a good enough reason to buy a Tablet PC, here's the answer: a resounding YES!! (There, so don't say I am negative about your work. You "done good" and come Fall, assuming Lonestar doesn't get lost in the rest of the SP2 hoopla, you'll see some happy smiles from tablet users.)
But there is also the dark side of Lonestar. Bugs that haven't been fixed since the November alpha build. Bugs that are publicly known to anybody who has used Lonestar regularly. Now, I understand that debugging a piece of software is not as easy as it sounds. Chris Pratley had some great commentary on shipping "quality" software. It's quite possible that those bugs wouldn't affect too many people (although some will), and would be difficult to fix. I don't know, but it could be so, which is fair enough. What was needed was a nice honest admission of the problem, and why it's not getting fixed. Just like Chris Pratley's examples. It's human, people will understand, and we all move on. Fix it in a future service pack or something, no big deal.
However, the situation now is that people grumble that such a major update to the tablet OS has six-month-old bugs, and it just looks like the developers didn't care enough. Maybe they did, but we don't know that. It still looks like they didn't. So there's another communication breakdown, and another (again, possibly unfairly interpreted) sour note.
The hardware bit. The whole lack of creativity, innovation, and pretty designs is probably just my personal gripe. However, even with all the relatively decent hardware out there, there are some serious issues. The usual target - retail - is one. Right now, for the "off the street" consumer, the Tablet PC is synonymous with the Toshiba M205. It's like that particular model is called the "Tablet PC" and that's it. Nothing else is available at retail, and you should consider yourself lucky to see even the Toshiba. That's bad. There is no point in having all these high-tech tablets that nobody will ever see or try out. It also confuses the customers. I constantly get asked about who makes tablets, and where people can see one. Tough questions, and they really shouldn't be.
Worse yet, due to limited availability and strange reselling restrictions, many dealers, VARs, and store representatives aren't familiar with many of the available hardware models either. So not only does the consumer not know, but even their friendly neighborhood computer store owner might not know. That doesn't bode very well for brand awareness.
Unfortunately, this isn't something that can be fixed easily. Microsoft has only a limited amount of leverage in the retail sector, many OEMs don't sell through retail, and place restrictions on VARs, so the whole thing is a mess. But explain that to a user who wants to be able to go out and play around with a few models, and pick one up in a local store. So the hardware may be great, but potential buyers don't even know it exists. At least some marketing is obviously necessary here. Maybe pick one or two featured hardware vendors a month, who will then be featured in print, TV, and online ads? Spread out the love across the board?
Speaking of the awareness issues, I would love to read some sort of "we messed up" blog post about what went on with all those local events. School dates were wrong, which at first confused people. Then, given all those locations, no students ever commented about it. Few developers ever mentioned the Leszynski sessions, even though there were at least moderate attendance levels. And the Demo Days campaign got massively bad buzz from all the reported no-shows. What happened there?! That event campaign as a whole should have been a great way to virally spread positive vibes about the tablet. Instead it was a series of stumbles, fumbles, and a pretty rough ride for all. Come on, you have to admit that one was shaky.
What should have happened was a big community site that aggregated all those events, with a team of 2-3 people going around the country, visiting the events, taking tons of pictures, interviewing people, and making a big deal of the whole thing. That was clearly a missed opportunity. So please be more careful to put together a more solid - and documented - public event series in the future.
Of course, while on the subject of educational settings, I will say that the Campus Tour was a good beginning, assuming it actually happened. I hear that something is planned for the Fall also. But more still needs to be done. More hardware demos. Joint tours with the likes of Agilix, xThink, Ambient Design, and other ISVs. Show off OneNote. Pass out some sort of subsidized tablet purchase coupons. Support student and teacher blogs that will discuss how they are using tablets. Sponsor ink application development in schools, contests, usability groups. Education is one of THE markets for the tablet, verticals be damned. No matter how much you do in that space, there is something more you could do.
The sign that not enough is being done now? All the stories from students who have to market the tablet to peers themselves, without the benefit of a visit from a Tablet PC demo team.
Developer support. This area is actually getting better. Slowly, but it's happening. Training events are becoming more common, more developers are talking, the MSDN developer center finally went live. Of course, the 1.7 SDK is still too complicated to obtain, and small developers still do get ignored more than they should. But it's not all bad. Just don't stop and rest on your laurels - right now, developers are almost more important to the Tablet PC platform than customers, so make sure to take good care of them.
One more thing. Please carefully think about what you consider to be the Tablet PC community. Upon closer inspection, you may find that it's a lot wider than what you are looking at now. Just a free tip.
There is a ton more that can be done, but frankly, it's getting late, and you can just use your imagination from now on. Ultimately - and I know this has been beaten to death - it all boils down to one thing: communication. Please talk to people. Customers. Potential buyers. Users. OEMs. VARs. Students. Teachers. Doctors and nurses. The public. Bloggers. Journalists. Reviewers. Please just have a conversation with us. You know, we'll say something, you'll say something back, and we'll all take it from there. Clarify our misconceptions. Calm our doubts. Fuel our excitement.
Right now, the Channel 9 team is single handedly providing more communication and more marketing for the Tablet PC than the tablet's own teams. On one hand we have to be lucky that we have even that much. On the other, it shows a precarious lack of, yes, communication from tablet HQ.
So here's the summary of my guidelines:
- Talk to everybody. Really talk. Two-way stuff, with respect on both sides.
- Don't get all touchy and defensive. You have a great product, so be proud and have some self-confidence. Your knee-jerk reactions send the wrong message.
- Make sure that the whole world knows what the tablet is and why it's so cool.
- Repeat step one.
Follow these steps, and let's all just be friends. After all, the tablet is watching, and we shouldn't be arguing in front of it.