Microsoft's recent major adjustments to mobile software have triggered different reactions from user groups.
The core content of policy adjustments
In early November 2014, Microsoft announced that it would open core document editing functions for free to iPhone users, as well as iPad users, open core document editing functions to Android phone users for free, and open core document editing functions to Android tablet users for free. Prior to this, if users wanted to edit document forms on mobile devices, they usually had to subscribe to the 365 service for hundreds of dollars per year. This adjustment directly lowers the threshold for hundreds of millions of mobile users.
The change comes on the heels of deep integration and is judged to be a crucial move for Microsoft to solidify its position in the mobile office market. The free strategy can attract more new users into its product ecosystem, and is expected to turn into users of advanced services who will spend money in the future. This is a market strategy based on long-term considerations.
Different voices of user groups
After the news was released, the vast majority of users who had previously been unable to edit files on mobile expressed their welcome. They no longer have to pay a full-year fee for temporary changes to files, and their basic needs are met. Many users on social platforms praised this move for being more popular.
However, there is another group of users who have only recently paid to subscribe to 365 for mobile editing functions and are currently dissatisfied. They found that their paid rights had shrunk due to policy changes, which led to the feeling of disappointment of "coming to a free situation as soon as they paid", and expressed this sentiment in Microsoft's official community and technology forums.
Quickly launch compensation plan
Just one day after announcing the policy, Microsoft announced a compensation plan in response to complaints from paying users. This shows that the company attaches great importance to the experience and reputation of existing paying users and hopes to quickly settle the dispute. The core of the compensation plan is "proportional refunds," but it is not automatic.
Compensation is targeted at subscribers within a specific period of time. Specifically, only users who purchased and activated the 365 Home Edition or Personal Edition between March 27, 2014 and November 6, 2014 are eligible to apply. These two time points correspond to the release of the iPad version and the announcement of the free mobile version policy respectively.
Detailed definition of compensation eligibility
Eligibility is clearly defined, and only those users who subscribe to 365 "only" or "mainly" to use editing functions on mobile devices can apply for a refund. If users subscribe to enjoy benefits such as 1TB cloud storage, continuous updates, or home sharing, then they may not be eligible.
This requires users to conduct self-assessment. For example, for a user who has used the desktop version for a long time and relied on the cloud storage function, the core value of his subscription has not been damaged because the mobile version is free, then the user will not be within the scope of the refund. The purpose of this definition is to accurately compensate those users whose rights and interests have indeed been damaged.
Application process and potential difficulties
The entire refund application process must be initiated by the user themselves, and they must contact Microsoft customer service before January 31, 2015. The application path is determined based on the original purchase channel. Those who subscribe through the Apple App Store should contact Apple customer service for processing.
Users who purchased the product through Microsoft's official website or through offline retailers must contact Microsoft support to apply for service cancellation, and the refund amount will be calculated based on the remaining service time. The official reminder is that the refund processing is estimated to take 6 to 8 weeks, and the user may also be required to provide proof of purchase. The whole process is not so convenient.
How do you view this adjustment?
Although applying for a refund is somewhat troublesome, for those users who meet the requirements, this is still a reasonable way to recover some losses. It shows Microsoft's consideration of existing business contracts and user emotions during the implementation of radical market strategies.
Taking a broader perspective, the transition from paid status to free status is a representative manifestation of software services’ compliance with the free model of the mobile Internet. When service providers adjust their strategies, how to balance the attraction of new users with the rights enjoyed by old users will be an ongoing and challenging matter.
What is your opinion on the shift from paid to partially free model adopted by such software service providers? As a user, between stable paid benefits and this free strategy that is more flexible but may have variables, which one will you pay more attention to? You are also welcome to share your own opinions in the comment area.
