from Computerworld

Pilot program with Ferrari, Pepsi, Porsche and others helps squeeze every dollar out of OS, says analyst

Microsoft today announced that it would sell Windows 7 desktop real estate to advertisers and launched a pilot program that includes Coke, Infiniti and Porsche.

Using Windows 7 themes -- collections of backgrounds, borders and audio elements -- advertisers will be able to brand the desktop, Microsoft said.

Microsoft pitched the pilot as a way for international advertisers to connect to consumers. "The new Windows Theme Experience and Windows Personalization Gallery in Windows 7 allow consumers to customize their technology to reflect the things in life they are most passionate about," said Darren Huston, corporate vice president of the company's consumer and online group, in a statement Friday. "These are great examples of Microsoft innovation and technology coming together to enable top global brands to reach audiences in new and interesting ways."

The desktop space selling is a first for Microsoft, although in the past it has let companies customize the Internet Explorer (IE) browser.

Microsoft main rival in the operating system space, Apple, does not sell desktop space to advertisers.

Several companies are participating in the pilot program, which will run through October 2010, including luxury automobile makers like Ferrari, Infiniti and Porsche; soft drink sellers Coke and Pepsi; and Italian motorcycle maker Ducati. Microsoft's joined in with themes for some of its own brands, such as Bing, Xbox and Zune. [More...] [Comments...]