Mediaboss Marketing

By Shira Ovide

Microsoft announced Tuesday the updated version of its Windows 8 operating systemwhich had been code-named Windows Bluewill be called Windows 8.1, and it will be available for free to encourage as many people as possible to take up the new software.

The software expected in coming months will effectively be a second launch of Windows 8, the operating system that debuted last October to great fanfare but fairly tepid sales. But the Windows 8.1 name underscores that Microsoft considers the revised software a relatively minor update and not a do-over, which would point to fundamental problems with the original product.

Tami Reller, chief marketing officer and chief financial officer of Microsofts Windows division, offered details about Windows 8.1 at a J.P. Morgan investor conference Tuesday morning. She earlier had discussed the plans in an interview on Monday.

It is an update, which is why its called Windows 8.1, Reller said at the Boston conference, which was available via a Webcast.The operating system just keeps getting better and better every day, she said Monday.

Executives at Microsoft, PC makers and other allies have said Windows 8 hasnt sparked a hoped-for sales surge for Windows-powered computers, tablets and new kinds of in-between devices called convertibles that could exploit its touch-based interface. Microsoft, PC makers and chip company Intel each is tinkering to make the software and Windows-powered hardware more appealing.

Microsoft executives have acknowledged missteps with Windows 8, and the company has said it is working hard to encourage hardware companies to offer more devices with touchscreens, which Microsoft and others say is a better experience than computers operated with a keyboard and mouse. Microsoft also is pushing changes to the retail-shopping experience, offering price breaks on software for smaller computer devices and pushing hard to convince more companies to write apps tailored for Windows 8.

Both Windows 8 and Windows RTa variant designed to run with ARM Holdings chip designs used on iPads and Android-powered tabletswill get the Windows 8.1 update, Reller said. She said its important that people feel confident buying Windows computing devices now knowing fresh software is coming soon, even as Microsoft and PC makers have promised a wave of improved and new types of Windows-powered PCs and tablets later this year.

We dont want customers to hesitate in any way, Reller said in the interivew.

Reller reiterated that a test version of Windows 8.1 will be released to the public in late June, as Microsoft hosts a major event for software developers. Windows 8.1 is slated to be rolled out before the holiday shopping seasonin time for a planned wave of new touchscreen Windows computers that Microsoft and its allies hope will be more appealing than the current offerings.

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Microsoft to Name New Software Windows 8.1, and It’s Free