Windows Live Expo: Destined to Fail?

Windows Live Expo: Destined to Fail?

Windows Live Expo: Destined to Fail?

In February 2006, Microsoft launched Windows Live Expo as an online classified site to compete with Craigslist.com. After only two years on the market, Windows Live Expo discontinued service. Windows Live Expo functioned much like other online classified sites, allowing members to buy and sell merchandise, discover local events, find a new job or a place to live. Products and services were listed by zip codes and searches allowed listings within a 25 mile radius of their location. While Windows Live Expo was one of the lesser known Microsoft services, with the popularity of online classified sites and the visibility of Microsoft, it is surprising the concept didn't work. So, why did Windows Live Expo not succeed?

Looking at the concept as a whole, it is easier to conclude how could it possibly work? Craigslist.com already had an overwhelming percentage of visitors to United States online classified sites. Their services were extensive and localized to geographic areas, as opposed to specific zip codes. They were also anonymous, whereas Windows Live Expo was associated with Windows Live access. Perhaps people prefer to keep their online identities anonymous, particularly from one of the largest corporations on the planet.

Others blame the problem on branding. Most people know what Craigslist is. They have developed a brand that is specific and directed to the service they provide. Windows Live Expo on the other hand isn't just unintuitive, it is confusing. After all, an Expo(sition) is more like a trade show or exhibition than a classified ad. I could think of a million names that they could have gone with that would have worked better at telling people what the service was. Another basic issue was visibility. When news broke of the demise of Windows Live Expo after only two years, many internet savvy folks blogged that this was the first they had heard of the service. For one of the largest corporations in the world, and the first name in technology, to launch a service that the average person who spends the entire day online doesn't know about, there is an obvious lapse of marketing.

Still, others opined that Windows Live Expo failed because it didn't offer anything special. Why switch to it when it is so similar to Craigslist while offering very little different? Another simple explanation could be the desire to be connected with a community that isn't associated with a large corporation. Everyone likes the little guy and discovering something that no one else knows. While this may not seem intuitive for an online classified experience, it could very well be an element at play.

If you are looking for an independent online classified site where community thrives, then Cavegoat.com is a great choice. Cavegoat.com is a thriving online classified community where users can post jobs or online classified ads. Ads include housing, autos, services, pets, and items for sale or items wanted. Additionally, Cavegoat.com offers an active online community, an events listing and personal ads.

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