Posted by: kurtsh | July 17, 2009

NEWS: “…the greatest single phone call that I’ve ever taken in business.”

"It was the greatest single phone call that I’ve ever taken in business."
– Microsoft COO Kevin Turner, on when Apple’s Legal Dept called him to pull Microsoft’s Laptop Hunter TV ads

What’s he talking about, you ask? 

Here’s the entire quote, as taken from The Worldwide Partner Conference Transcript:
http://www.microsoft.com/presspass/exec/elop/07-15-09WPC2009.mspx
(Video available at http://www.microsoft.com/presspass/events/wwpc/Default.aspx @ 1hr 51min)

clip_image002“And so we’ve been running these PC value ads. Just giving people saying, hey, what are you looking to spend? “Oh, I’m looking to spend less than $1,000.” Well we’ll give you $1,000. Go in and look and see what you can buy. And they come out and they just show them. Those are completely unscripted commercials.

And you know why I know they’re working? Because two weeks ago we got a call from the Apple legal department saying, hey — this is a true story — saying, "Hey, you need to stop running those ads, we lowered our prices." They took like $100 off or something. It was the greatest single phone call in the history that I’ve ever taken in business. (Applause.)

I did cartwheels down the hallway. At first I said, "Is this a joke? Who are you?" Not understanding what an opportunity. And so we’re just going to keep running them and running them and running them.

This is out of last Sunday’s paper, the Apple tax. It’s getting out. And when we put Windows 7 in there, which we’ve got coming out in October, what an incredible opportunity for us to fight back. And it feels really good to be on the offensive here. And we know we’ve got plenty of work to do. We don’t have it all figured out. But I want you to know, ladies and gentlemen, we’re doing stuff and we’re in the game and continuing to take some of these hard market share opportunities head on and compete because it’s a test of will, as I said.”

And it looks like this didn’t escape the media either:

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