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Microsoft's focus on Windows 10 upgrades is a mistake

Gregg Keizer | April 8, 2016
The most important customers to Windows 10's success are those who buy new PCs, analyst argues.

Clearly, the pool of the most engaged users -- those who recently purchased a PC -- has shrunk. Research firm IDC recently forecast that the industry will ship 261 million personal computers in 2016, representing a 100 million device decline from "Peak PC" in 2011, with annual shipments through the rest of the decade of about 250 million units annually.

But it's unclear what Microsoft could do to boost sales of new PCs, which, especially on the consumer side, have plummeted over the last several years. The Redmond, Wash. firm has already beaten the drum about technologies coming to Windows 10, including pen support in the mid-summer anniversary upgrade, that require new hardware.

Milanesi's suggestion?

"Microsoft needs to find a way to make these users reconnect with their PC so they [realize] the limitations their old hardware has on their desire to take full advantage of what Windows 10 has to offer," she said.

 

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