The Missing Component from Microsoft’s New Windows Narrative (Premium)

There is no question about it, Windows is in the ‘mature’ state of its lifecycle and while it’s not going anywhere for a very long time, it’s also not as critical to society and the corporate world as it once was back in the late 90s and early 2000s. That being said, Microsoft is transforming how and where Windows runs to extend its life which has been the basis of the ‘new’ Windows narrative.

Starting with Windows 10, Microsoft scrapped the old convention of slow update periods and is incrementally modernizing the aging OS; some parts are 30 years old. With new features like S-Mode and the ability to once-again run Windows on Arm, Microsoft is creating a new narrative for Windows.

While I question if these new changes will actually make a difference for Windows in the long term, I can’t fault the company for looking in the mirror and recognizing that something needs to change for Windows to survive for the next 20 years. Again, Windows will not be gone overnight, but it’s certainly not growing its user-base like iOS or Android which some may argue is the future of computing.

As we continue to monitor how Microsoft is evolving Windows with S-Mode, ARM, and rapid updates, there is something that is missing from the ‘new’ Windows narrative that Microsoft is preaching…why do they need S-mode or ARM?

First, we have S-mode which the company pitches as ‘Streamlined for security and superior performance‘ but my problem here is that Windows 10, not in S-mode, is just as secure for the educated user; in fact, it could possibly be more secure if you introduce the use of third-party tools that won’t run in S-mode. That being said, for the non-tech savvy user, S-mode can certainly be more secure if your previous Windows-lifestyle included installing every browser-toolbar you came across.

This may seem a bit controversial, but I don’t think the average user cares about increased security in their operating system. Yes, they absolutely do care if their machine is compromised, they do care about their identity remaining safe, and they inherently want a safe operating environment but when someone is standing at Best Buy and is looking at a laptop, is the #1 item on their list ‘the most secure OS?” I’d argue it is not and the same goes for iOS and Android, the average user is not standing in a Verizon store asking for which device is the most secure, it’s an afterthought…or more simply put, high-grade security is expected from iOS, Windows and Android, it’s not a feature.

Which brings us to the basic problem, the benefit of running S-mode is only security at this time as every other feature is available to Windows 10 Home and Pro users without the app restrictions.

The other new flavor inside the Windows bakery is ARM and we are starting to see these goods make their way out into the market. While early reviews of the first-gen devices are mediocre with plenty of room for improvement; the overall impression is that battery life is a true advantage.

But this brings up an interesting dilemma. Microsoft is pushing S mode on ARM devices which I think makes some sense but why should the user run in S mode on ARM? You could argue security, but that’s not a strong stance or price but ARM devices are not cheaper than Intel-based machines, which only leaves one metric left, battery life.

While ARM devices do get better battery life, it’s not because of S-mode. Edge has already shown to be more efficient than other browser but you don’t need the confines of the S world to obtain these advantages.

What Microsoft needs to do is prove that running in S-mode will give you better security AND improved battery life. This combination is a much stronger offering and a true reason to stay in S-mode; imagine if you got 5% or even 10% better battery life only running store apps.

This is the missing piece that Microsoft has yet to prove and make the S-mode narrative a valid argument. If the company can make store apps use less power and give you better battery life, especially when coupled with ARM devices, that’s a marketable opportunity for the company. But so far, Microsoft’s marketing material doesn’t push that narrative and neither do company executives when talking about it which makes me think that S-mode does not extend the battery life of the device.

All of this being said, I’m still optimistic that Microsoft will figure out ARM and S-mode to deliver a ‘more modern’ version of Windows in a couple of years but the question is if, at that time, it will make any difference to the long-term future of Windows.