Computerworld have announced a plan by Microsoft to allow corporations to rebrand the Windows 7 desktop through themes. Seen in a Windows 7 OS for the first time since Windows 95, themes allow users to change all their desktop settings (sounds, wallpapers, icons and cursors etc.) by opening in a single file. Themes for brands such as Ferrari and Coca Cola already exist.
Computerworld reported…
Microsoft pitched the pilot as a way for international advertisers to connect to consumers. "The new Windows Theme Experience and Windows Personalization Gallery in Windows 7 allow consumers to customize their technology to reflect the things in life they are most passionate about," said Darren Huston, corporate vice president of the company’s consumer and online group, in a statement Friday. "These are great examples of Microsoft innovation and technology coming together to enable top global brands to reach audiences in new and interesting ways."
This is both an interesting and a disturbing move. Many people will deplore it on the grounds that their copy of Windows has already cost them enough money. There’s also the fact that we see quite enough advertisements on PCs as it is. This could potentially be a good way to help with pirated copies of Windows.
On the complaints against front, it’s easy and simple to change the theme back. Microsoft and the advertisers would indeed argue this point. However, it can also be argued that a great many people never change the Windows desktop and that a large proportion of those people don’t know how to do so. If it were truly easy, people such as myself wouldn’t have to detail these features in books.
It can also be argued that this will squeeze out smaller advertisers, allowing the major corporations to make even more money while smaller companies may resultantly go to the wall.
On the flip-side this could be an interesting way for Microsoft to make revenue from pirated copies of Windows. Imagine a Windows Genuine Advantage program that, rather than deactivate an illegitimate copy of Windows, instead changes your wallpaper to a series of advertisements with clickable areas. Any clickthroughs from these could help Microsoft recoup some of the money from the pirated copy.
Suffice to say, my opinion is that Windows already costs more than enough and there’s no way that Microsoft could make a move such as this without A) the express permission of the user(s) such a move would affect, and B) without making it an opt-in scheme. There is however, nothing to stop an advertiser creating it’s own theme and making it available to those who want it.
