“Ballmer was right not to make any major tablet announcement, showing off something that wasn’t ready. Any zealous tablet push would have led to bloggers, journalists and Wall Street analysts making iPad comparisons. By staying away from Apple and iPad, Ballmer kept the message pure, which is good marketing. Ballmer set the keynote agenda on his terms rather than taking the position of following a competitor. Surely there was temptation, and pressure, to directly respond to iPad. Ballmer showed leadership by waiting.”
Joe is absolutely right. The last thing that Microsoft needed from this year’s CES was another version of the Courier debacle. By focusing on products that it was ready to announce rather than products the pundits think it needs, Ballmer did the right thing – and, of course, copied something straight out of the Apple marketing playbook.