Microsoft’s announcements around the .NET Framework include…

 

  • Renaming WinFX to .NET Framework 3.0 based on overwhelming positive customer feedback and existing brand recognition for the .NET Framework:
    • This is the continuation of a wildly successful developer brand, one with extraordinary recognition and positive connotation among developers worldwide
    • Over 35 million downloads of the .NET Framework 2.0 suggest high and positive demand and recognition for the .NET Framework among developers and, to some extent, end users
    • WinFX itself has seen extraordinary early interest with nearly 320,000 downloads of WinFX since the December CTP and over 700 customers have signed the WinFX Go-live licenses.
    • Because both WinFX and the .NET Framework have enjoyed substantial success we’ve decided to reduce confusion in the market and coalesce our developer brand around a single entity
    • This is purely a marketing decision, absolutely no technical elements of what was referred to as “WinFX” and what is now the .NET Framework 3.0 have been altered as a result of this branding change
    • The technology formerly codenamed “InfoCard” will now be named Windows CardSpace
    • All WinFX components will ship as part of the .NET Framework 3.0 including Windows Presentation Foundation (WPF), Windows Communication Foundation (WCF), Windows Workflow Foundation (WF), and Windows CardSpace (WCS)
    • There are no changes to Windows Vista as a result of this branding change and the .NET Framework 3.0 will ship with Windows Vista, as has been the plan of record for several months
    • Existing community and other resources anchored around the .NET Framework brand suggest strong brand and customer affinity and rather than forcing partners to align to a new brand identity, this simply reinforces both our and their work over the last several years

 

With these changes, Microsoft delivers:

 

  • Continuation of a successful developer brand, reducing confusion among developers about which technology they should adopt going forward
  • .NET Framework 3.0 as scheduled simultaneous with Windows Vista
  • A broadly available developer platform present in all modern versions of Windows

 

.NET Framework 3.0  

Positioning

The .NET Framework is an immensely successful programming model that has strong positive connotations among customers, developers, and partners.  Effectively immediately, we are renaming “WinFX” to “.NET Framework 3.0” because of the strong affinity developers have with the .NET Framework brand name.  All WinFX components will now be included within the .NET Framework 3.0.  There is no change to the ship schedule of Windows Vista or the .NET Framework 3.0 and the .NET Framework 3.0 will still ship in Windows Vista.  Apart from the branding change, the plan of record has not changed whatsoever.

Elevator Pitch

Since its release in 2001, the .NET Framework has become the world’s most successful developer platform.  With over 90% awareness and over 50% adoption among developers, and near ubiquitous use in the Global 1000, the .NET Framework delivers an approachable, robust environment for building a variety of solutions on the Microsoft platform.  In short, the .NET Framework was a tremendous leap forward in application development and developer productivity at its inception, and continues to be the leader in those same categories today.

 

As we prepare for the launch of our biggest client operating system release in over ten years and as we continue to evolve our server business, we have invested in the next iteration of the .NET Framework, named “WinFX”.  Now, on the heels of a remarkably successful launch of the .NET Framework 2.0 and Visual Studio 2005, it is very clear that there is tremendous developer and IT awareness of the “.NET” brand and fast growing adoption of the “.NET Framework”.

 

As a result, we have decided to rebrand “WinFX” to the “.NET Framework 3.0”.  In so doing, I want to be clear that this is a change in name only that will not affect the technologies being delivered as part of the product.  The .NET Framework 3.0 will still be comprised of the existing .NET Framework 2.0 components, including ASP.NET, WinForms, ADO.NET, additional base class libraries, and the CLR, as well as new technologies WPF, WCF, WF, and WCS.  The .NET Framework 3.0 will still ship on time with Windows Vista.  The .NET Framework 3.0 will still be available down-level for Windows XP and Windows Server 2003.  The plan of record for the technology is unchanged.

 

To be clear: there are no product or schedule changes to the .NET Framework 3.0 as a result of this branding change, and there are no downstream product or schedule ramifications to other products, including Windows Vista.

 

It is our hope that this decision will simplify our message to developers.  While the “WinFX” brand has helped us introduce the incredible innovations within WPF, WCF, WF, and WCS, the brand also creates an unnatural discontinuity between previous versions of our framework and the current version.  The complexity and ambiguity of having two top-level developer brands would impair our ability to drive broad enthusiasm and adoption.  In contrast, the .NET Framework 3.0 aptly identifies the technology for exactly what it is – the next version of our developer framework.

 

An important part of this decision is continuity of message with developer customers.  An advantage to .NET is that the brand can represent Microsoft’s developer platform across different products.  Indeed, over time, we will create new developer technologies that sit under the .NET umbrella.

 

This change is effective immediately and will be present in all post-Beta 2 builds of Windows Vista.  In addition, we expect to deliver the next CTP of the .NET Framework 3.0 in the coming weeks.

 

.NET Framework 3.0 Branding

 

Q. Why did Microsoft decide to make this change? Why so late in the development cycle?

A. There are several reasons to make this change. The .NET Framework is a strategic brand that has come to symbolize both managed code development and overall platform thought leadership. Microsoft has poured an incredible amount of energy into the brand over the past five years. With over 90% professional developer awareness and over 50% professional developer adoption, we must continue building on the incredible equity we’ve built in this brand. This decision will enable us to do that.

 

Additionally, this decision will simplify our message to developers. While the WinFX brand has helped us introduce the incredible innovations within WPF, WCF, WF, and WCS, the brand also creates an unnatural discontinuity between previous versions of our framework and the current version.  The complexity and ambiguity of having two top-level developer brands may lead to confusion later down the road for developers.  In contrast, the .NET Framework 3.0 aptly identifies the technology for exactly what it is – the next version of our developer framework.

 

Q. Is WinFX dead?

A. The technology elements that have made up WinFX will remain unchanged.  The components of WinFX, including Windows Presentation Foundation, Windows Communication Foundation, Windows Workflow, and Windows CardSpace, will still ship on time as part of the .NET Framework 3.0.  In addition, the .NET Framework 3.0 will still ship with Windows Vista, as has been the plan of record for some time.  There are no schedule ramifications whatsoever to this branding change, and there are no technical changes whatsoever.  The only thing that changes is that Microsoft will discontinue the use of the WinFX brand and replace it moving forward with .NET Framework 3.0. 

 

Q: Are you doing this because no one was interested in WinFX?

A: On the contrary.  We have seen nearly 320,000 downloads of WinFX since the December CTP and over 700 customers have signed the WinFX Go-live licenses.  Clearly, there is tremendous interest in WinFX.  We are changing the name because it is the right thing to do to reduce long-term confusion among the developer community.

 

Q. What is the difference between .NET Framework 2.0 and .NET Framework 3.0?

A. The .NET Framework 3.0 will still be comprised of the existing .NET Framework 2.0 components, including ASP.NET, WinForms, ADO.NET, additional base class libraries, and the CLR, as well as new technologies Windows Presentation Foundation, Windows Communication Foundation, Windows Workflow, and Windows CardSpace.

 

Q. Can you confirm that there is no change or impact to the technology between WinFX and .NET Framework 3.0?

A. Yes, from a technology perspective WinFX and .NET Framework 3.0 are identical; the only change is regarding the branding.

 

Q. Isn’t this Microsoft taking more away from Windows Vista?

A. Absolutely not. We are not making changes from a technology perspective.  We are simply making a branding change based on customer feedback.

 

Q. Will the .NET Framework 3.0 be installed by default on Windows Vista?

A. Yes. It has always been the plan of record to deliver WinFX as a core component of Windows Vista.  Today’s announcement does not change that plan.  The .NET Framework 3.0 will be installed by default.

 

Q: If Microsoft makes .NET Framework 3.0 available to versions of Windows other than Windows Vista, why should people upgrade to Windows Vista?
A: Windows Vista provides a range of new features that will benefit businesses and end users alike.  It will make it safer and easier to accomplish everyday tasks, help you find information more easily, and provide the latest in digital entertainment experiences and scenarios through the following new features:

  • Family Safety Settings enable parents to feel confident that their children are safe when they are working with their PCs.
  • IE Security Improvements protect against malicious Web site operators and help prevent users from becoming victims of confusing URLs.
  • Windows Defender protects your computer against spyware and other potentially unwanted software.
  • Enhanced UI with Aero: AERO scales to the hardware capabilities of each machine, and gives users a more reliable, stable and elegant user experience.
  • Integrated Search enables you to find what you want throughout the system.
  • New Networking Scenarios enable many new scenarios for interacting with computers and devices on the local network, such as using network media players or easily setting up networking routers and wireless access points.
  • Mobility Features improve battery life on laptops and connect users on the go to information stored on their PC, including calendar or e-mail.

For information on many other new features in Windows Vista, including Sidebar, Games Explorer, Photo Gallery, Media Center, and Windows Media Player 11, check www.microsoft.com/windowsvista.

 

Q: What are the key benefits of Windows Vista to the developer?

A: First, Windows Vista provides built-in support for the .NET Framework 3.0 including new features such as WPF, WCF, WF, and WCS.  This provides developers with a ready-made deployment environment for their new applications.  In addition, new innovations in the Windows Vista unmanaged programming model provides C++ developers with direct access to new features including search, RSS, speech, and more.

 

Q: Can we expect Microsoft to change the branding of the foundations?

A. Microsoft does not currently have plans to change the WPF, WF, WCF branding. The technologies in WinFX will be identical to those in .NET Framework 3.0.  

 

Q: When can we expect the new branding to take effect?

A. Over the next few months, product teams will update the binaries, install information and documentation. Our goal is for the product changes to be finalized by late summer.

 

Q: Do you think the time and effort to rebrand WinFX will cause product delays?

A: No.  We are still on track to ship with Windows Vista. When Windows Vista ships, .NET Framework 3.0 will also be made available for Windows XP and Windows Server 2003.

 

Q: I’ve heard a rumor that Microsoft may decouple Windows Presentation Foundation from the rest of .NET Framework 3.0. Care to comment?

A: Our plan of record is to ship WPF as part of the .NET Framework 3.0, which will ship with Windows Vista.

InfoCard Branding QA

 

Q: Why did you choose the name Windows CardSpace?

A: We wanted a simple, recognizable name to convey the notion that this is where users can store and manage their identity and information cards. Following substantial discussion and consultation, we arrived at the name “CardSpace” which we felt best represents this important technology.

 

Q: Who came up with the name?  Was it an internal effort or did you contract with someone?

A: We worked closely with an external branding group, customers, partners, Microsoft executives and many people within the team to come to this name.

 

Q: What was the process for deciding the name?

A: It was an in-depth and thoughtful process which included everything from qualitative customer research to executive input, and of course the requisite legal reviews, to name just a few of the activities.

 

Q: Did you conduct customer research to test the name?

A: Yes, a wide range of research was conducted including in-depth one-on-one interviews and focus groups with a wide range of people from many backgrounds.

 

Q: Why are you announcing it now?

A: Until now, Windows CardSpace has been known by the codename “InfoCard” but as we move closer to bringing the product to market, we wanted to move away from the codename and toward the product’s actual name.

 

Q: It seems there’s some equity built up in the name InfoCard. Why not just stick with that?

A: InfoCard always was intended for to be used solely as a code name. Windows CardSpace best embodies the characteristics of the technology and was received well by customers.