Rebrand new

Hotmail, owned by Microsoft since the Crimean War, is now mutating into Outlook. Will it be able to snarf up any additional market share? Giz has its doubts:

The Chernobyl Tourism Board has an easier task before it. Hotmail is a cursed word in tech, and, frankly Outlook is probably close behind it, a workplace nightmare most people associate with tedium. The sad fact is that most of us probably wouldn’t switch from Gmail to a better webmail service. Even if it were a much better webmail service. Many of us have been using the same Gmail account since the middle of the Bush administration, and that inertia, combined with the toxic connotations of Hotmail, will make any switch a huge psychological task. Why didn’t Microsoft call it Bing mail? People like Bing. Bing is a decent search engine, and Bing is fun to say.

Disclosure: I do in fact have a Hotmail account, acquired during the Clinton administration. It feeds into Windows Live Mail, which used to be Outlook Express.


  1. JT »

    1 August 2012 · 10:19 pm

    I always thought it was LookOut (as in look out, here comes some virus-infested spam that I wlll happily open for you).

  2. CGHill »

    1 August 2012 · 10:29 pm

    WLM is actually fairly proficient at catching phish, though its tendency to go full Chicken Little — you never go full Chicken Little — can be exasperating.

  3. Jeffro »

    1 August 2012 · 11:18 pm

    Redmond has nothing on Gmail’s ability to filter out spam. That alone is enough to be less than impressed with rebranding Hotmail.

  4. Tatyana »

    2 August 2012 · 6:04 am

    Bing is decent? In what universe?
    Can’t find anything on Bing. simplest phrases puzzle him.

    what’s so bad in having the same gmail acct for many yrs? people who knew you then write to you now – a big plus, I think.
    why change if it works?

  5. jsallison »

    2 August 2012 · 8:33 pm

    Lemmesee… I had a rocketmail account until the Yahoo borg absorbed it. Used a Walla mail account til they went all hebrew, all the time. And while I can read arabic, hebrew fails me.

  6. CGHill »

    2 August 2012 · 8:38 pm

    I still, I think, have an Orkut account, which does me little good except to insure a steady influx of Brazilian spam.

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