Windows 8 Advertising

Windows 8 came out for consumers at the end of October.  In a variety of different advertising mediums, Windows has tried to get the message out about their new operating system. However, reports have come back that consumers are left more confused than informed. The advertisements showing a mobile like (and also very Apple like) graphical user interface leaves consumers wondering... how do I use this? This reminds me of when Apple came out with ads initially introducing the first version of the iPhone. Consumers thought it was neat but didn't understand how to use this new type of phone. Apple quickly realized that they needed to introduce "how to" ads to show consumers how to use the new device. Seems like Windows needs to consider something similar.

Companies too often assume they know consumer's needs and desires with regards to advertising but fail to conduct adequate copy testing before sending ads out to market... or they conduct copy testing but push their own agenda so much as to forgo actual consumer feedback. Advertising needs to answer consumer questions, inform consumers of news/changes, remind consumers of purchase opportunities, and/or provide consumers with the resources to get more info. Is Windows 8 doing this? Not really - they are informing consumers of the new opportunity but failing to answer the key consumer question of how easy is this going to be to use? Consumers wonder, is this going to be like the big changes when the Office 2007 suite came out? If so, what is the motivation to upgrade to this new operating system??? Key here - focus on the customers and their needs, not on your own thoughts and desires as a company.