How Microsoft Expression “won the web”!



Microsoft’s Expressions is a suite of creative design tools that can be used in designing and building web and Windows client applications, and digital rich media content across a variety of platforms. The tools offered Graphical User Interface building capabilities, HTML editors, graphics and video editing functions. The tools were in direct competition with Adobe’s Creative Suite.


Microsoft wanted to create brand awareness and encourage adoption of its MS expression platform in a creative suite market hitherto dominated by Adobe. Microsoft approached Xerago to help spearhead this endeavor.


Xerago collaborated with Microsoft and identified that driving the adoption of the MS Expressions platform would involve advocacy by the designers diaspora. Based on the analysis, Xerago worked with Microsoft and initiated the ‘Win the Web’ evangelizing program. The program was aimed at demonstrating the ease in the development of rich media websites using the MS expression suite.

As a part of this effort, Xerago developed a host of websites and microsites for popular brands across verticals using MS expression to showcase the rich feature set and ease of use. Xerago was also involved in the development of the website for TechMela 2007, Microsoft’s biggest tech event. The website, created by Xerago using Microsoft Expression received rave reviews from the global participants and Xerago was also invited to attend Microsoft’s boot camp sessions and evangelize the product line among other peer groups.


Xerago’s evangelization program opened up Expressions’ visibility to a wider audience. The success of the evangelization drive was evidenced by the fact that a plethora of leading organizations across verticals utilized the opportunity to create a state of the art online presence and optimize user experience.

On the back of Xerago’s success, adoption rates of MS Expressions rose significantly. Several notable brands switched loyalties from Adobe to Microsoft and Xerago was instrumental in re-launching the sites of prominent brands like LIC, Voltas and HLL on new technology. Microsoft Silverlight is regarded as a competitive rich media development and web design package as of today.

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