Hotmail used to be one of the most powerful brand in the world. It used to be at the forefront of online communication. Early 90’s we all went there to get a personal email address like we all get a Facebook account today. We all got one.
But in all honesty, who really desires to have an hotmail email address today? It claims to have 380 millions registered users but most of them are now either secondary email addresses we use for admin purpose or a must have to be able to enjoy MSN Messenger. Gmail and Yahoo! have taken over that role of leading free email provider.
The history of the Hotmail logo - no clear strategy
Few months ago, Hotmail has been re launched with a new skin. Unless I missed something, the functionalities are identical to others and this video presentation less than inspiring… Note the computarized voice to give a bit of fake modernity into the brand positioning. It reminds me the futuristic TV shows in the 80’s.
What happened?
What happened happened to all brands that are taking their leading position for granted. Hotmail went into hibernation for over 10 years, stayed in their comfort zone and now find it hard to catch-up. The regular changes of name, logo and visual identity over the past 15 years shows Hotmail is probably not sure of its own positioning and what it really stands for.
Internet (and technology as a matter of fact) is evolving so fast that what was right a year ago is not anymore today or at least is being challenged.
Hotmail is a one dimension product. The future is all into multi dimensional products. MobileMe, Google, Facebook etc. are all offering multi dimensional experiences where from one platform you have access to integrated products all functioning together. Microsoft could claim to have a multi dimensional offer by putting Windows Live, MSN, Hotmail, Bing, Outlook etc. next to each other, but do they really work together?
Is there really an integrated branding strategy behind all of this?
Or am I missing something?
Fabrice Burtin – June 2010
obront
July 5, 2010
i think the following article makes some good points about how microsoft have improved hotmail, and are challenging google with innovative features. people may not respect hotmail anymore and may not come back to using hotmail, but your post ignores the true innovation.
you ought to read the full article
http://googlesystem.blogspot.com/2010/05/new-hotmail-challenges-gmail.html
Fabrice Burtin
July 5, 2010
David, thanks for sharing this article. I did read it all. Fair point. Let say Hotmail went in hibernation for too long and now finds it hard to catch-up. Have they waken up too late? Future will tell. Because it doesn’t change my main point which is that Hotmail is not a desired brand anymore. Fabrice Burtin
obront
July 5, 2010
ok then, we agree :-)
maybe even extend that thought to say that microsoft itself isn’t a “desired brand”, at least on the consumer side … and certainly the MSFT stock is super cheap to reflect that feeling. the exact opposite of AAPL, right now
Guillaume
July 11, 2010
I am a proud owner of a Hotmail account which I have opened in 1998. I have to say this is not my usual email account but it is almost free of spam since its creation… I can’t really say the same of gmail or yahoo. Guillaume
miseenplacerecruitment
July 28, 2010
I also have had mine since 98 and have the exact opposite opnion. My Hotmail is completely full of Spam and Gmail gets none.
I have watched Hotmail slowly lose out to Yahoo and Gmail over the past 10 years – In my eyes it has not kept up with the pace.
Sam
Fabrice Burtin
July 28, 2010
Hi Sam, you are confirming what I thought. I also had a Hotmail address at one stage in the late 90’s (the first one I had was @iname.com..) but didn’t use it long. I quickly switched to Yahoo. It is fascinating how such a powerful brand can decline in no time when you take success for granted.