Musical Chairs at MSN: Here’s a Partial Scorecard of What’s What
by Kara Swisher
Posted on November 25, 2008 at 1:13 AM PT
Here’s part of an internal memo BoomTown obtained about some small, but interesting, changes at Microsoft’s MSN unit, sent out by the GM of its Global Media Group, Greg Nelson, which is under the leadership of–well, frankly–a confusing panoply of execs.
Essentially, Nelson now reports to Satya Nadella, SVP of the Search, Platform and Advertising Group (think engineering and search) and Erik Jorgensen, Corporate VP of MSN (think business and other stuff).
In addition and apropos of nothing, Yusuf Mehdi serves as SVP of the Online Audience Business and Brian McAndrews is SVP of the Advertiser & Publisher Group.
Also, there is a Windows Live group that does mail, communications and groups too, and a lot of other digital bosses too numerous to mention.
You can see why I have been haranguing Microsoft (MSFT) CEO Steve Ballmer for a little digital clarity, especially around its consumer digital businesses and brands. But Microsoft–like a lot of tech-born businesses–loves to overdesign!
Ballmer has been searching for an overall head of that business to sort it all out since Kevin Johnson left in July, whose massive duties were divvied up.
While he has looked at a lot of execs from inside and outside the company, I recently posted that Ballmer’s latest quarry is former Yahoo tech star Qi Lu.
Only Ballmer knows for sure, many have told me, keeping his decision-making on the issue close to the vest.
But, as many insiders and outsiders familiar with the business have noted to me, whoever takes that role as its digital guru has some very hard decisions to make in all its arenas, from search to advertising to content.
There has been no share growth in search for Microsoft, for example, where archrival Google (GOOG) dominates, even as there have been billions of dollars of investment in data centers and engineers.
And it will fall to the person Ballmer ultimately selects as digital head to figure out what to do next.
Microsoft’s failed attempt to buy Yahoo (YHOO) was one way of dealing with the many issues Microsoft is facing, as well as its current interest in buying Yahoo’s search business.
In any case, here are some new changes at MSN, in Nelson’s words:
· Network Programming, led by Rob Bennett–This group will prioritize investments against Network priorities, shape audience strategy, set Network standards, and sponsor cross-network initiatives.
· Network Entry Points, led by Steve Cvengros–This group will focus on increasing exposure, distribution and discoverability of assets by optimizing and expanding entry points to the Network.
· Vertical Programming, led by Sandy Henson–This group will create content experiences to deeply engage the audience and grow Network value in vertical areas. All channels will move into this group.
· Monetization and Analytics, led by Dell Wilkinson–This group will focus on improving yield by making MSN easier for advertisers to buy and APS to sell through inventory insights and APS engagement.
· Chief of Staff, Eva Corets–This role is responsible for driving team processes and business rhythm, and assisting with prioritization of network projects and interaction with cross-division and cross-Microsoft teams.
Comments
what he wrote and what it means…
what he wrote:
“· Network Programming, led by Rob Bennett–This group will prioritize investments against Network priorities, shape audience strategy, set Network standards, and sponsor cross-network initiatives.”
what it means:
we don’t know what the priorities are except collecting our large paychecks for prioritizing memos
——————
· Network Entry Points, led by Steve Cvengros–This group will focus on increasing exposure, distribution and discoverability of assets by optimizing and expanding entry points to the Network.
what it means:
we don’t have enough users to maybe we should find some. If we look hard enough maybe we can discover some, sort of like Da Vinci Code. There’s clues here somewhere.
———————-
· Vertical Programming, led by Sandy Henson–This group will create content experiences to deeply engage the audience and grow Network value in vertical areas. All channels will move into this group.
what it means:
if we had an audience we could engage them (or even marry some of them). Our channels that nobody uses will move into this group so it looks like I am making an executive decision. Hey, somebody’s gotta make the tough calls.
———————
· Monetization and Analytics, led by Dell Wilkinson–This group will focus on improving yield by making MSN easier for advertisers to buy and APS to sell through inventory insights and APS engagement.
what it means:
If I call it Revenue then I’m accountable for the lack of any that MSN generates. On our executive kayak trip where we bonded the top execs (that’s me) decided to call it ‘monetization’ in order to make it more abstract and keep Steve Ballmer the hell out of our area. If he knew the clowns that worked here we’d be gone.
———————–
· Chief of Staff, Eva Corets–This role is responsible for driving team processes and business rhythm, and assisting with prioritization of network projects and interaction with cross-division and cross-Microsoft teams.
what it means:
Posted by Sam Harrison at November 25th, 2008 at 12:40 pmEva played bongos in college and her sense of rhythm is great. Last Friday at the executive pub crawl she was hilarious. I’ve gotta get one of those karaoke things myself. Maybe we can then have cross-division karaoke contests at Microsoft (p.s. ain’t you glad Bill’s gone?)
I agree with Sam Harrison. Those job descriptions sound to me like I imagine instructions on how to set the clock on a VCR sound to a cat:
“Blah blah blah blah blah”.
The key to success for Microsoft, as well as any other company, is to continue doing things that people find useful, and stop doing thing that people find annoying.
Google does a lousy job of marketing their own products (well, better now than it used to be, but still not great).
People started switching to Gmail because they GAVE away gigabyte sized inboxes when the competition (AOL, Yahoo and MSN) had near-useless 10-20 meg inboxes. You still have to pay extra to use a generic e-mail application to access your MSN or Yahoo mail. Gmail has always (and AOL to be fair does now) make these options free too.
Why do some of the online Microsoft features require that I be running Windows or Internet Explorer? Nobody buys the rubber stamped excuse that they have only had time to test it with Windows “so far”, especially after years pass with no change in that status.
Apple isn’t any better, only they make concessions to Windows users to pick up market share for iTunes, iPhone, iEtc.
It’s great to have developed on operating system (or in the case of both MS and Apple acquired and then modified them to establish a brand). But the rocket-science aspect of writing an OS for PCs is long since a thing of the past. Barring some fundamental new breakthrough that allows our PCs to raise food in our back yard and make foolproof investments for our retirement while we all go off and play, there is really nothing that should require faster processors every year and new copies of a multi-hundred dollar OS to make use of it.
Ballmer has ludicrously stated that the world needs a $200 PC. What he really means is the hardware companies need to turn into charities so that MS can continue charging hundreds of dollars for a laser etched product key that expires every two years.
The Internet has made and will continue to make limitless opportunities for both individuals and companies to succeed, but it requires the sort of work and commitment that Microsoft has never shown to be part of its DNA.
Posted by Mac Beach at November 25th, 2008 at 1:52 pmIt’s no wonder these guys can’t do anything right—they can’t even speak English anymore! This memo is drowning in hackneyed office-speak.
Posted by Alan Sanders at November 25th, 2008 at 10:32 pmIt was delightful to see Bill and Steve sharing a stage and reminiscing about their stuff, but I was surprised that Bill (gadgets) and Steve (widgets) didn’t settle the debate about the original inventor of the widget.
One can never have too many widgets. Somebody codes something you never even dreamed of wanting – suddenly everybody
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