#40: Product Roadmaps – over/under promise/deliver?

Since the early days of personal computing, products were always defined and sold to their eager customers on the basis of what features they had, or were going to have. ACME Computers would produce a feature matrix showed its widget program was better than XYZSoft’s similar one because it could start quicker or store more pages or print nicer fonts or whatever seemed important at the time.

Talking about features – or, even better, showing them – would be enough to convince users to open their chequebooks, so before RoI, business value, personas or use cases showed up, the product feature sheet and product demo were all important.

The brilliant Bob Cringely wrote in his seminal tome Accidental Empires of many significant bits of the history of the PC, Mac et al (or Accidental Empires: How the Boys of Silicon Valley Make Their Millions, Battle Foreign Competition, and Still Can’t Get a Date to give its full title). One tale was of a young Bill Gates demonstrating Word for Mac 3.0 somehow navigating a demo of a product so buggy that any number of clicks in the wrong place could have blown the whole thing up.

As well as selling what you have – or are going to have, real soon now – to prospective customers, there’s also a need to show that more stuff is coming down the line. The Product Roadmap shows long-term commitment and vision but also ties you into doing things that people bought your product for, even if they prove harder than you thought or less important because other things have changed.

Does saying you’re going to deliver this feature or that function tie one hand behind your back, but without it, customers could go elsewhere? In the old days, a roadmap or a demo of something that wasn’t really finished was as much a reason to stop people buying a competitor’s product, causing them to wait to see how yours turns out, as it was to get them to commit to buying something today – especially when the thing you’re showing isn’t yet available.

In the 1980s and perhaps later, Microsoft was a well-established peddler of “vaporware” – BillG even received a “Golden Vaporware” award for the years-late arrival of Windows 1.0, though the practice of promising much a long time before delivery had been going on for more than a century before.

When it all goes wrong

Sometimes a company will have scored such a momentous own-goal that its roadmap is more a plan for recovery and survival, than a yellow brick road to a brighter future. One such example is maker of homey WiFi HiFi gear Sonos, who rushed out a whole new software stack so they could launch some new products.

Sadly, the new app was missing a lot of features from the old one, was slow and unreliable and in forcing it out, they shot themselves in both feet and greatly annoyed many of their loyal fans.

Sonos’ CEO later had to apologize and promised to make things better over coming months, surely made harder by recently announcing a 6% staff layoff. Added to the 7% cuts made the year before, whatever the future holds for them might be that bit harder to reach.

Microsoft Roadmap update

Sometimes, a roadmap leads to a cul-de-sac – the product is killed, dies of natural causes or similar. But when it supposedly gets many users, the majority won’t really care what features and functions are being added day-to-day.

Over in Redmond, the roadmap of specific products and features might seem less important (unless they’re selling the products, or others selling products to them), yet quite some effort goes into maintaining roadmaps for the Microsoft 365 offerings. Presumably it’s to keep existing customers informed and happy enough, reminding them what they’re getting for their continued subscription. Or sometimes to provide early signal that certain things are going away, even if only so they can later point to that notice when someone moans about their favourite thing being wiped out.

The Roadmap site has been growing its coverage outside of core M365 products, and there are other sources of roadmap info – Azure, Windows (and info for Insiders), Dynamics & Power Platform and probably more.

In other parts of Microsoft, the moderately-loved Paint 3D – the supposed successor to the venerable MSPaint – has now been given it’s marching orders. Back when the future was in 3D – from the TV in your living room, to the massive goggles on your face, it’s was all about that 3^rd dimension until it wasn’t.