1. POSITIONING STATEMENT For people who operate shared computers with Genuine Windows XP, the Shared Computer Toolkit is an affordable, integrated, and easy-to-use set of software tools from Microsoft that lowers the cost of owning and operating shared computers by making them less susceptible to user tampering, more resistant to spyware and viruses, and more reliable as a result. Target Audience (s) -People who manage computers in school computer labs, public libraries, community technology centers, Internet cafes, and other public places where computers are shared by potentially untrusted users. The role of our target audience varies according to organization size. In a small environments this person is likely to be a someone with little tech background; in mid-sized environments a tech coordinator or network admin; in large environments an engineer or IT manager. -Schools, libraries, CTCs, and i-cafes with workgroup computers (not part of a Windows Server domain), “shared” user accounts (each user does not get a unique account), and limited IT resources; a component of the Toolkit will be positioned as an enterprise solution -The Toolkit will not be positioned as a parental controls solution and will not be marketed to the consumer market -The Toolkit will not be positioned as an enterprise solution for the structured task worker scenario -The Toolkit will be positioned as an entry level solution for customers struggling with desktop management in shared environments Current Perceptions -It is difficult and costly to configure Windows XP properly for shared computers -Windows XP is especially susceptible to spyware, viruses, and user tampering in shared environments -As a result, Windows XP shared computers are not as reliable as customers expect them to be -As a result, Shared computer maintenance and upkeep is costly and time consuming -Customers would like to have an integrated solution from one company rather than the several “point” solutions on the market today Metric -Low perceived Windows XP reliability in shared environments -Low customer satisfaction with Windows XP in shared environments Metric Definition To be measured for the first time as part of the product launch: -Reliability: perceived up-time in relation to the amount of time spent configuring and troubleshooting a shared computer -Customer satisfaction: overall customer satisfaction with Windows XP as an OS for shared computers Core Scenarios Restrict shared computer users so they have limited access to the system Defend shared computers against unauthorized changes to the hard disk Enhance user privacy and improve the user experience on shared computers Customer issues -End users who change system settings and delete critical files make shared computers difficult to manage -It is very difficult to restrict shared computer users with existing tools & techniques (policy & registry editors) -Windows XP has to be frequently re- installed because Spyware, viruses, and user tampering bog down shared computers over time -Customers are experimenting with expensive 3 rd party solutions for “protecting” Windows from these threats -It is difficult to protect the privacy of end users because Windows is optimized for personal use -It is difficult to create a streamlined user interface that is easy for inexperienced people to use Differentiated Benefit The easiest and most comprehensive way to configure restricted local user profiles for shared computers Hard disk protection technology that integrates with Microsoft critical update technologies and anti-virus signature updates The easiest and most comprehensive way to protect the privacy of, and improve the experience for end users Microsoft Shared Computer Toolkit for Windows XP Positioning & Messaging Framework

2. POSITIONING STATEMENT For people who operate shared computers with Genuine Windows XP, the Shared Computer Toolkit for Windows XP is an integrated, effective, and easy-to-use set of software tools which lowers the cost of owning and operating shared computers by making them less susceptible to user tampering, more resistant to spyware and viruses, and more reliable as a result. 25 Word Description The Microsoft Shared Computer Toolkit for Windows XP is an effective, integrated, and easy-to-use set of software tools that will help operators set up, safeguard, and manage reliable shared computers. The tools will ultimately save operators time. (29 words not including the really long name) 50 Word Description The Microsoft Shared Computer Toolkit for Windows XP is an effective, integrated, and easy-to-use set of software tools that will help make it easy to set up, safeguard, and manage reliable shared computers. Specifically, it helps operators create restricted local user profiles, defend shared computer against unauthorized changes to the hard disk, and enhance the user experience. The tools will ultimately save operators time. (56 words not including our really long name) 100 Word Description The Microsoft Shared Computer Toolkit for Windows XP is an effective, integrated, and easy-to-use set of software tools that will help make it easy for anyone to set up, safeguard, and manage reliable shared computers. Specifically, the Toolkit helps operators create restricted local user profiles so users have limited access to system utilities and data, defend shared computer against unauthorized changes to the hard disk by clearing changes (including viruses and spyware) each time the computer restarts, enhancing the privacy of users by clearing session information each time a new user logs on, and improving the user experience by simplifying the user interface. (95 words not including our really long name) Positioning & Messaging Framework (Page 2/2) Key Messages/ Cases (with Competitive Differentiation) -Effective tools that restrict local users from system utilities and prevent them from changing system settings or running unauthorized software -Easy to use even for people without formal IT training (no more policy or registry editors) -New MS technology that defends shared computer hard disks from unauthorized changes (changes are cleared every time the computer restarts) -Integrates with Microsoft critical update services and anti-virus signature updates -Protect the privacy of users -Simplify the user interface and remove unneeded functionality -New tool that lets users easily enable and disable accessibility features Support -Built by the company that knows Windows and local group policy best -Restrict access to Control Panel, command prompt, registry editor, etc. -Control what software users run -Clear and concise user interface with supporting operator hand book -Spyware, viruses, other changes to hard disk are cleared when computer restarts -Operator can elect to save authorized changes (new software, updates, etc) -Critical updates can be scheduled to happen automatically -Session info (Internet history, my documents, desktop settings) are refreshed each time a new user logs on -Web UserIDs and Passwords are not cached Customer Evidence -Features proven to be effective in penetration testing -Ease of use thoroughly tested in usability tests and beta program with over 45 customers -Disk protection technology is proven to help protect against viruses, spyware, and user tampering in penetration and beta testing -Auto updates thoroughly tested -Privacy and user interface improvements have been proven to work in the beta program -Accessibility tool consolidates all feature in one place