Microsoft’s global release plan for Windows 10 includes worldwide launch events, a major television and digital advertising marketing campaign, and a staggered rollout aimed at giving customers “the best upgrade experience.”
The activities, which will begin on 29 July, will see the new version of the iconic desktop and laptop operating system being rebranded as “a service.”
The launch events will take place in 13 cities including London, New York, Berlin, and Beijing. The company is keeping things low key by opting for smaller spaces instead of major conference centres.
Available as a free upgrade, the staggered rollout will start with the five million Windows Insiders who have taken part in the beta testing program.
Even within this group, initial upgrades will only be available for those with “machines we know we can upgrade,” Yusuf Mehdi, Microsoft’s Corporate VP of Windows Device Marketing, explained.
Microsoft will then move to the next set of users and continue through concentric circles. By concentrating on more prepared systems first, Microsoft expects to avoid common compatibility issues that can cause problems for global scale upgrade programs.
The new Windows 10 interface will be feature complete when it is launched, and it will include moves that are sure to be popular, such as bringing back the start menu.
“For us, a big part — a general trend with all products we’re doing — is we really have real conviction on focusing on our fans. What’s most important is the product experience. They help shape it. When we do right by them they tell other people,” Mehdi said.