The Kairos T-Band Turns Your Dumb Watch Into A Smart Watch Thumb Typing Is Changing Our Brains Whose Hack Is It Anyway? Meet Jeremy Cowart, A Photographer Who Snaps The Homeless With A High-Tech Light Ring And Cellphone Happy Holidays From All Of Us At TechCrunch The Blackberry Classic Is A Noble Throwback To The QWERTY Era Hands On With The Blackberry Classic Reddit Announces RedditNotes, A Way To Share Equity With Readers EDI Is Trying To Kickstart The Classic Dive Watch Bitcoin Falls Even As Some Russians Turn To Cryptocurrency ZZ Photo Is A Photo App That Can Organize Your Snapshots By Pet Sony Pictures Employees Now Working In An Office "From Ten Years Ago" LinkedIn Announces Partner Programs For Sponsored Updates And Content Facebook CFO David Ebersman Stepping Down Later This Year Namo Media Upgrades Its Native Ad Platform With Ad Carousels Hipster''s Ludlow And eBay''s Mengerink Are Working On A Startup Called The Happy Home Company Website-Building Platform Weebly Raises $35M More Twitter Says Native Ads Will Be Available To All MoPub Publishers Tomorrow Netflix Says It Will Increase Prices For New Members By "One Or Two" Dollars 214 Technologies Is Crowdfunding A Smart Doorbell Called Chui With $4.6M In New Funding, Preact Helps Software Companies Keep Customers Happy Aims To Be The Hub For Companies'' White Papers And How-To Content Twitter Introduces Mobile App Install Ads And Integrated Ad-Buying With MoPub Ad Company Tremor Video Now Offers Automated Campaign Optimization Across Screens Talkwheel Raises $1.2M To Visualize Customer Conversations Across The Web Oroeco Tracks Spending To Help Reduce Users'' Carbon Footprint Website-Building Platform Squarespace Raises Another $40M HotelTonight Adds Projected Pricing And Availability To Its Last-Minute Booking App YC-Funded FanChatter Takes Social Media To The Ball Game FCC Takes On Apple And AT&T Over Google Voice Rejection District Court Judge Orders Facebook To Reveal Source Code In Patent Dispute Gmail Kisses "On Behalf Of" Goodbye, Enables Support For Third-Party Outbound Servers 3jam Launches Virtual Numbers, Takes Google Voice Head-On New Twitter Cross-Posts To Facebook Have Users Bewildered. (Update: Facebook Bug To Blame) JamLegend''s ''Guitar Hero For The Web'' Now Lets You Upload And Play Any Song You''d Like AT&T: Don''t Blame Us For The iPhone''s Google Voice Ban Larger Than Life Prints: Because Giant Custom Stickers Make Everything Better YC-Funded RethinkDB: A MySQL Storage Engine Built From The Ground Up For Solid State Drives MySpace Overtakes Evite On The Event Planning Totem Pole Apple Is Growing Rotten To The Core: Official Google Voice App Blocked From App Store Apple Yanks The Cord On GV Mobile. Is It Trying To Kill Google Voice On The iPhone? AT&T Reportedly Blocks 4chan. This Is Going To Get Ugly. By A Nose: Netflix Prize Leaders One-Upped With One Day Remaining Facebook Makes Baby Steps Towards Its Twitter-Like ''Follow'' Feature lifeIO: A Social Media Dashboard That Combines Email, RSS, And Just About Everything Else Mixx Turns To Twitter To Start Surfacing Hot Links, Launches TweetMixx (Invites) Alexa''s new Logitech Harmony skill adds voice control to your home theater NHTSA releases best practice guidelines for vehicle cybersecurity Uber will deliver up to 5 free flu shots and a free care pack to users Here''s the face of Fisker''s new electric car, including sensors for future autonomy
Amazon hires Disney SVP Kyle Laughlin as director of Alexa Gadgets
Apple’s battery cases return for the iPhone XS and XR
The Future Of TV Is HTML
This Week On Bullish: Can The Bold Italic Come Back?
Microsoft Drops New Windows 10 Mobile Build, Promises Faster Release Cadence
Cisco Pops 2.5% After Reporting Better-Than-Expected FQ4 Revenue Of $12.84B
Yahoo Sags 4% After Alibaba's Q2 Earnings Disappointment
Microsoft Postpones Ship Date For Its 'Surface Hub' Wall Computer To January
You Can Now Run Windows 10 On Your Mac
Microsoft Drops Another Windows 10 Update
Zulily's Buyout Spike Leaves It Less Valuable Than When It Went Public
Microsoft Launches New Windows 10 Build, Vows To Keep Its Early Access Program Alive

漂流瓶终于彻底拜拜 微信7.0.4新版体验
微信漂流瓶被玩坏了 聊聊漂流瓶里那些事
微信关闭漂流瓶 它曾经满足了我们对世界的好奇
[视频]惠普Chromebook x360 14 G1评测:搭载Chrome OS的商务变形本
借贷宝:停止催收百名裸条女大学生 未满23岁将不得借贷
京东白条多地频现盗刷 消费者遭催收公司“逼债”
借款野蛮催收行为将被规范 真是几家欢喜几家愁
为规范网贷催收 上海互金协会发行业倡议书
腾讯解释为什么微信没有夜间模式 真相你相信吗?

Will The Sugababes put women off Windows 7? Or not? I'm confused.

当前位置: 艾金森 > 门户 > 海外资讯

点击量 3
编辑: 1   作者: Techcrunch   时间: 2018/12/17 15:37:31  

Please help me everyone, I'm confused.

Today the WITsend blog on ComputerWeekly, a blog called 'A place for women in IT', asks "Will tech companies ever learn?" Apparently Microsoft, in making girl band The Sugababes the new face of Windows 7 (at least in the UK), has made a mistake. WiTsend says that The Sugababes are aimed at tweeny-bopper eight-year-old girls who are "not exactly the biggest consumers of computer operating systems". Thus the campaign will not appeal to grown up women who do actually buy PCs.

Admittedly the blog admits that in using a pop band (it quite easily have been a boy band I guess) who are not known for their intellectual capacity so much as their ability to kick out a pop track while looking good, Microsoft is cleverly showing that just about anyone, wow even bubble-gum pop bands, can use Windows 7.

However, it adds:

"But why we are hearing this from a girl band whose main audience must be pre-teen is a bit baffling. It's a perfect example of how tech companies feel the need to make something glossy and pretty before women will even glance at it. If I want something pretty, I'll buy a bloody necklace. Everyone likes nice-looking technology (see the universal appeal of Apple) but you do not need to make tech "glamourous" to make women want to buy it. In fact, it puts a lot of them off."

WITsend is not the only tech blog aimed at women that's annoyed. So is BitchBuzz.

Now, here's the thing - I'm confused. I'm not so much confused by the point that tech companies continually do slightly odd things to market at women. The amount of pink laptops and netbooks I see suggests a pretty ham-fisted approach to marketing tech to women. But they seem to elicit two different responses from the women in tech I know. On the one hand some go "Ugh, not another pink laptop" and others I know go "Hey, cool laptop - and it comes in pink!". I'm going to leave that whole debate aside.

What I'm confused about is more the WITsend post itself.

Most of the actual research seems to suggest that there has been a decline in the number of women in the technology sector due to various things: pay not keeping pace with men, 'casual' sexist attitudes and comments in the workplace, not enough other women there already - things like that.

The research I've read generally says that to alleviate this problem there needs to be more activity done to engage with young girls at an early age to suggest to them that technology is NOT just for the boys.

So, guess what? Wouldn't it make sense to hire a girl band. e.g. The Sugababes, who are generally known to appeal to young, aspirational girls. This a) addresses a market rarely addressed by tech companies (obviously that's to Microsoft's benefit in marketing terms in this specific instance) and b) there may be a wider knock-on, long term effect of encouraging more young women to eventually enter into the tech industry. I even remember Atomic Kitten (remember them?) being used to promote some mobile service many years ago.

So, I ask: is this a "good thing" or a "bad thing"?

A lot of the time when this debate comes up I see women bloggers saying there should be more done with girls in schools to encourage them to get into tech.

Then I see a post like this attacking a tech company for aiming at young girls.

Please help me understand, I'm just a simple guy. And I've probably missed something.