OEM Windows Co-Brand Guide

Home , Microsoft OneDrive, Phone Companion, Windows Messaging

March, 2016

Microsoft Confidential Welcome to the OEM Windows Co-Brand Guide!

This guide contains important Windows 10 and Office brand elements and guidelines to help tell our brand story together. Our logo is a window—and an iconic symbol known the world over. This symbol has an active feeling to it, representing a person’s unique perspective on their world. When communicating general Windows brand information, use the Windows logo with no The Windows logo includes the Windows symbol and logotype, which version attached. must be used together in a horizontal lockup. The symbol must not be used by itself, and OEMs must not put a box, circle, or other confining When the conversation is shape around the Windows logo. specific to Windows 10 or Trademark symbols highlighting Windows 10 specific features, always use the Logos provided without trademark symbols (TM and ®) should Windows 10 logo lockup. be used in marketing materials only. Trademark symbols are still required in certain places in and on product, and on Minimum size product packaging.

More trademark information http://www.microsoft.com/en- us/legal/intellectualproperty/Trademarks/EN-US.aspx Clear space

Clear space We respect the logo by giving it some space. The preferred clear space is equivalent to the height of the symbol.

Minimum size In print, the logo should never appear smaller than 1” (25 mm). On-screen, it must appear at least 70 pixels wide.

Download the Windows logo here: https://omap.microsoft.com/ The Logo Artwork Is Available in Three sizes Windows Logo Color

Select the appropriate asset by determining the height Contrast is important — use a white logo on color backgrounds and required for your layout. Each asset may be scaled up within a color logo on white backgrounds. the specified ranges only. The Windows logo may also be used on an image background with Measurements are sufficient contrast. Use a color logo on light image backgrounds and based on the height of a white logo on dark image backgrounds. the Windows symbol.

Small Scale height between: 0.2 – 0.399” 5 – 9.99 mm 14 – 28 pixels

Medium Scale height between: 0.4 – 2.99” 10 – 75.99 mm 29 – 215 pixels

Display Scale height between: 3" and larger 76 mm and larger 216 pixels and larger Co-branding logo usage

Placement of the Windows logo.

Position the Windows logo in a corner either centered on the same plane as the Partner logo either vertically or horizontally, or in alternating corners.

For Online Landing Pages/Web Pages, the Windows logo must appear in the first viewable portion of the page.

The size of the Windows logo must be at least 50% and no larger than 100% of the size of the largest Partner logo. If the Logo Is Used Incorrectly

Pixelation occurs when a small file Loss of detail can occur when a is scaled up to fit a larger logo large logo is scaled down to fit a space. Look for any wavy or small space. Ensure the lines noticeable jagged lines. inside of the symbol are correct.

Logos Don’ts Screenshots Screenshots are Microsoft-approved graphics representing the Windows OS screen in use. For all advertising activities, OEMs must include an approved screenshot on every device display where a display is shown, and screenshots must be used as provided by Microsoft and not altered in any way, except in accordance with the Screenshot Customization Requirements. Screenshots are divided into two categories.

Primary Screenshots Secondary Screenshots The largest or first viewable Screenshot in an Activity (if all Secondary Screenshots include any Screenshot other than the Primary Device display sizes are the same). Primary Screenshots may Screenshot, such Cortana and Store. See Appendix. be customized in accordance with the Primary Screenshot Customization Requirements. See Appendix. OEMs are required to include certain disclaimers depending on the app being shown in the Secondary Screenshot and the Device on which it’s shown. The desktop background image cannot be modified from what Microsoft provided. The desktop background image cannot be modified from what Microsoft provided.

Primary Screenshot examples “Familiar than better than ever” Screenshot

Secondary Screenshot examples “Excel” Screenshot

Download the Screenshots here: https://omap.microsoft.com/ https://www.microsoft.com/OEM/en/products/win dows/Pages/windows-10-sell.aspx Box shots

Windows product box shots may only be used in marketing related to offering of the full packaged product (when a customer will receive the actual Windows product box).

Partners may make limited use of these box shots in marketing activities such as: print or online advertising, in- Windows 10 Home Windows 10 Pro store merchandise or retail circulars.

Box shots must not be used to represent a pre-installed edition of Windows—product tiles should be used in those scenarios.

Use in full color only.

Do not alter the artwork provided: do not change the color, and do not skew or stretch the shape of the asset.

Assets are available for online (RGB) and print (CMYK) use, and in multiple angles (left, right, and flat).

Minimum size: The width of the box (x) should be at least 1.0 inch or 2.54 cm (for print) or 100 px (on-screen).

Clear space: A clear space of at least one-fourth the height of the box shot must surround the box shot on all sides.

Download the Screenshots here: https://omap.microsoft.com/ Product Tiles

Product tiles should be used when marketing a device pre-installed with Windows.

Assets are available to partners for limited use in marketing activities, such as advertising, documentation, (including educational brochures), tutorial books, videotapes, or websites provided that all uses comply with all terms in this document, including the following additional guidelines.

Use in full color only.

Do not alter the artwork provided: do not change the color, and do not skew or stretch the shape of the asset.

Assets are available for online (RGB) and print (CMYK) use.

Clearance: Maintain a minimum clearance x, where x is equal to 1/4 of the width of the product tile.

Download the Screenshots here: https://omap.microsoft.com/ Referencing the Windows Product Name

Do this In text such as headlines and body copy, OEMs should reference all Windows Products as “Windows 10”, except  All words must start with a capitalized letter except for prepositions, such as with and for. Windows 10 Mobile. Windows 10 Mobile should be referenced Do not state “windows 10”. Windows operating system must start with a capitalized letter as “Windows 10 Mobile”. in a Line List.  Include spacing where applicable. Do not state “Windows10”. In body copy, OEMs may only reference the specific Windows  The full Windows Product name must appear on the same line and must never be split Product name when delivering system specification that are or word-wrapped. exclusive to the particular Product. The following product  Always use the numeral 10. Do not spell out “ten”. The number 10 must not be localized names may be referenced: in writing.  Within a given market, the number 10 should be pronounced in the same manner that • Windows 10 Home the version numbers are typically pronounced in other Microsoft Products, such as • Windows 10 Pro “Internet Explorer 11”. • Windows 10 Mobile  Where you include a trademark footnote to give notice of your own trademarks or third- party trademarks, you must add the following wording to the trademark footnote when In Line Lists, the specific SKU must be defined. The following referring to Windows 10 “All other trademarks are the property of their respective product names may be referenced: owners.”

• Windows 10 Home Do not • Windows 10 Pro • Windows 10 Mobile ≠ Never refer to the Product simply as: 10. Windows must always be included in the Product name. Enterprise product may be referenced as follows, and only in ≠ Never abbreviate Windows 10. For example, do not state: conjunction with the product preinstalled on the Device: • Win 10” • “W 10” • Windows 10 Pro (Windows 10 Enterprise available with a • “Win 10 Pro” Volume Licensing Agreement) ≠ Windows 10 Mobile must not be referenced as “Windows Phone.” • Windows 10 Mobile (Windows 10 Mobile Enterprise available ≠ Do not include Microsoft in the name. The Product is Windows 10, not Microsoft with a Volume Licensing Agreement) Windows 10. ≠ Do not use Windows 10 in the possessive (e.g. do not state “Windows 10’s security features are impressive”. State “The security features of Windows 10 are impressive”. Localized Windows Product Names

If the Windows Product names are not provided in the localized languages, OEMs must use the English Windows Product names.

Language Windows 10 Home Language Windows 10 Enterprise LTSB 2015 Chinese (Simplified CN) Windows 10 家庭版 Chinese (Simplified CN) Windows 10 企业版 2015 长期服务 Chinese (Traditional TW) Windows 10 家用版 Chinese (Traditional TW) Windows 10 企業版 2015 長期維護 French (FR) Windows 10 Famille French (FR) Windows 10 Entreprise 2015 LTSB French (CA) Windows 10 Famille French (CA) Windows 10 Entreprise 2015 LTSB Russian Windows 10 Домашняя Russian Windows 10 Корпоративная 2015 с долгосрочным обслуживанием

Language Windows 10 Pro Language Windows 10 Mobile Chinese (Simplified CN) Windows 10 专业版 Chinese (Simplified CN) Windows 10 移动版 Chinese (Traditional TW) Windows 10 專業版 Chinese (Traditional TW) Windows 10 行動裝置版 French (FR) Windows 10 Professionnel French (CA) Windows 10 Professionnel

Language Window 10 Enterprise Language Windows 10 Mobile Entreprise Chinese (Simplified CN) Windows 10 企业版 Chinese (Simplified CN) Windows 10 移动企业版 Chinese (Traditional TW) Windows 10 企業版 Chinese (Traditional TW) Windows 10 行動裝置企業版 French (FR) Windows 10 Entreprise French (FR) Windows 10 Mobile Entreprise French (CA) Windows 10 Entreprise French (CA) Windows 10 Mobile Entreprise Russian Windows 10 Корпоративная Russian Windows 10 Mobile Корпоративная Referencing the Office Product Name

Office Office 365 Office Mobile Apps The first mention of “Office” in body copy must be Office 365 is a sub brand of Office that reflects Office as The Office apps must be referenced as follows: referenced as “Microsoft Office”. a service and include traditional Office apps and cloud- • Word Mobile After the first mention, Office may be referenced based services. • Excel Mobile as: The first mention of “Office 365” in body copy must be • Microsoft Office referenced as “Microsoft Office 365”. • PowerPoint Mobile • Office After the first mention, Office 365 may be referenced as: • The latest version of Office • Microsoft Office 365 Office is a brand, not a version. Never refer to • Office 365 Office as “Office 2016”.

Office Products Office 365 SKUs Line Lists Office Products must be referenced with the Office 365 SKUs should be referenced as follows: When used in Line Lists, Office 365 SKUs, Office version year, for example: Products and/or Office Trial must be referenced • Office 365 Home on its own on a separate row after the Windows • Office Home & Business 2016 • Office 365 Personal mention. • Office Professional 2016 Office 365 Disclaimer Office 365 Home and Office 365 Personal have non-commercial rights and are meant for personal use only. If the Office 365 SKUs are being Office should not be mentioned as “Free” or marketed to small or mid-size businesses (SMB), ! “Included for Free” in Advertising Activities. the following Footnote Disclaimer must be included: “Office 365 has non-commercial use rights, for personal use only. “Office Included” label

When to use The “Office Included” label is available for OEM partners to use where a device or SKU price shown includes Office.

Usage guidelines When the label is used, the full Office SKU name must be included somewhere in the text e.g. within the “line list” of product specifications.

Color options From the label options available, select the label color which works best with your creative from the options provided. Ensure clear contrast between the art and colors of your communication and the label asset. In other words, if your communication uses colors similar to our Office orange, consider using the black version. Do not change the color of the assets provided.

Alternate text If you don't use the label, the alternative text is still required in PC spec or line list on packaging: “Includes 1-year Office 365 Personal Subscription.” For Devices with Office Line List and Messaging Requirements

Office Coverage Device + Office Expiration Date Messaging Guidance Office Single Image with Office 365 Device with Office 365, Activation Card, • None Messaging: “Office 365 Personal 1-year subscription included. Office activation ESD or Full Packaged Product (FPP) required.” Line List: Office 365 Personal 1 year* * Activation required Office Single Image with Office 365 Device with Office 365 AFO • Within 6 months of Windows Messaging: “Office 365 Personal 1-year subscription included.*” AFO activation date *”Activation required within 6 months of Windows activation.” Line List: Office 365 Personal 1 year* * Activation required with 6 months of Windows activation date Device with Office Single Image with Office 365 1-month trial • 1-month trial Messaging: “Buy Microsoft Office” no Office License Line List: “1 month trial for new Microsoft® Office 365 customers” Office Mobile Device with Office Mobile • None Messaging & Line List: • Device with Windows 10 Mobile OS: “Includes Word, Excel, PowerPoint and OneNote apps.” • Device with a display size up to 10.1 inches: “Includes Words Mobile, Excel Mobile, PowerPoint Mobile and OneNote.” • Device with a Fixed Storage Drive with less than 32 GB: “Includes Word Mobile, Excel Mobile, and PowerPoint Mobile for reading only. Office 365 subscription required to unlock full create and edit capabilities. Device with full Office 2016 included in Device with Office 2016 • None Messaging & Line List: “Office included" the price of device

• Appropriate messaging must be provided to resellers, distributors for use in advertisements, marketing materials, point of sale materials, and communications to end customers. • Office should have a separate row after the Windows mention, when used in Line Lists (print and online). • Windows 10 Device(s) including Office or Office Mobile should display the “Office Included” label on the Device box packaging . • Windows 10 Device(s) must never be marketed with Office using the messaging “comes with Free Office” or “Free Office included.” Appendix 7-29 Launch Primary Screenshots The largest Device display must have the Primary Screenshots. For the full JS Screenshot guidelines, see page 24 – 28 of Jumpstart 2016 Guide. Please note that the background image must not be customized. Mini Start Desktop All Screenshots must be used with the below Screenshot disclaimer, in addition to the feature specific disclaimers:

“Screens simulated, subject to change; Apps sold separately, availability may vary.” Start - Tablet Start - Phone

Mini Start Laptop

7-29 Launch 7-29 Launch Available Versions Available Versions Available Versions • Desktop 16x9 • Cortana • Tablet 16x10 • Cortana • 9x16 • Cortana • Laptop 16x9 • No-Cortana • Tablet 10x16 • No-Cortana • No-Cortana Secondary Screenshots Continuum Desktop Mode & Tablet Mode Cortana

Continuum-Entertainment Continuum-Productivity

Disclaimer: Cortana available in select markets; experience may vary Disclaimer: *External monitor must support HDMI input. [If Continuum-compatible accessory is not included, add: “Accessories by region and device. sold separately.”] **App availability and experience varies by device and market. Office 365 subscription required for some features. ¹Limited to select premium phones at launch. Secondary Screenshots cont.

Multi-doing Microsoft Edge

See page 24 – 28 of Jumpstart 2016 Guide for the full JS Secondary Screenshot guidelines.

Please note that the background image must not be customized.

Disclaimer: Hardware dependent All Screenshots must be used with the below Screenshot disclaimer, in addition Uniquely Yours – Windows Hello Store to the feature specific disclaimers:

“Screens simulated, subject to change; Apps sold separately, availability may vary.”

There are more Secondary Screenshots than ones being shown here. Please check https://omap.microsoft.com.

Disclaimer: Windows Hello requires specialized hardware, Disclaimer: Feature and app availability and experience may including fingerprint reader, illuminated IR sensor or other vary by market and device. biometric sensors. Secondary Screenshots Customization

If a specific screenshot is not available or localized in a particular OEMs may create a screenshot of 3rd Party Apps or OEM 1st Party Apps region, a customized Secondary Screenshot may be created in only if: accordance with the Secondary Screenshot Customization Guidelines, and ensuring that the screenshot represents actual in-  A comparable Microsoft app is not available. use functionality of the Product:  It is critical to the overall creative/messaging of the Activity.  It cannot be fulfilled by the Microsoft app customizations or Microsoft-  OEMs may create a screenshot of the following approved provided preapproved screenshots. Windows Store and Built-in Modern apps: Calendar, Camera,  Apps are available to download at the time the Activity is in market. Mail, OneDrive, Photos, and People.  Pre-approved by Microsoft.

Microsoft will provide pre-approved localized screenshots for Bing OEMs may not: apps, Internet Explorer, Office apps, Skype, and Xbox apps that should be used in all Activities. However, in instances where the  Create Secondary Screenshots that contain third- or first-party logos screenshots provided do not support the overall message or value that are not part of the app user interface. prop of the ad, OEMs may work with the respective Microsoft  Create Secondary Screenshots that show the desktop background. Product Group to create a custom screenshot. For custom screenshots, the below process should be followed: OEMs are required to include certain disclaimers depending on the app being shown in the Secondary Screenshot and the Device on which it’s  OEMs must work directly with their Account Marketing Manager shown. OEMs are responsible for obtaining usage rights for all custom and the respective Microsoft Product Group prior to creating the content shown within the app screenshots. Customized screenshots may screenshot. This process can take up to six business weeks or require OEMs to purchase the rights to use the image in marketing prior longer. OEMs must plan for this lead time in their creative or to execution. campaign schedules as it varies by selling seasons, product groups, and Product release schedules.

MUST READ: Messaging Usage Guidelines

 Do use the legal disclaimers associated  Do not mix and match the messaging from the different pages. For with any copy without altering. Review with example, the Sub headline from the “Work across all of your devices” page your local LCA on other necessary cannot be used with one of the Pillar Proof Points from the “Feels familiar disclaimers. and better than ever” page. Best Practices:

 The Windows Headline is the all up Windows headline. The Sub-Headlines are used to pay off the Headlines. The Pillar Proof Points pay off the Headline and the Sub-Headline.

 In this execution type, the Pillar Proof Points MUST NOT be interchanged and must ladder up to the appropriate headline and/or sub-headline.

 If space is an issue you can drop either the Headline or the Sub-Headline, but you MUST always have one of those associated with the Pillar Proof Points.

 You DO NOT need to use all the Pillar Proof Points and can use as many as makes sense for your execution as long as you follow the other guidelines in this section. FAMILIAR & UP TO DATE

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Windows Headline The best Windows ever. Used at device level

Headline Familiar & up to date. Use to deliver pillar value

Sub-headline It’s the familiar feel of Windows - only better. Use to pay off headline

Copy Length Short (~15 words) Medium (~30 words)

Pillar Proof Points Familiar and easy to use. Familiar and easy to use. Use to explain pillar. With familiar Start menu and taskbar. you’ll feel like an expert. With familiar Start menu and taskbar, you’ll feel like an expert. Live Tiles provide streaming updates of what matters most.

Your favorites, your way (3rd Party Phone). Your favorites, your way (3rd Party Phone). Start screen is all your favorite things, organized your way. Start screen is all your favorite things, organized your way. Live Tiles provide streaming updates of what matters most.

Compatibility. Compatibility. Designed to work with the hardware and software you already own. Designed to be compatible with what you already have – software, printers, cameras, USBs and more.

1Hardware dependent. Performance. Performance. Technologies like InstantGo1 let you boot up and resume quickly. Technologies like InstantGo1 let you boot up and resume quickly.

Free updates. Free updates. Always-enabled free updates help keep you current on features and Always-enabled free updates help keep you current on features and security for the supported security. lifetime of your device.

Labor Online Visual Evangelism Demo MORE PERSONAL

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Windows Headline The best Windows ever. Used at device level

Headline More Personal. Use to deliver pillar value

Sub-headline Windows 10 is designed to fit who you are and how you do things. Use to pay off headline

Copy Length Short ~15 words) Medium (~30 words)

Pillar Proof Points Cortana1. Cortana1. Use to explain pillar. Your personal digital assistant learns about you to become more useful Your personal digital assistant learns about you to become more useful every day. Great for every day. reminders, simple tasks, and finding the right info at the right time.

1Cortana available in select global markets at launch. Cortana Voice, pen, touch and gesture2. Voice, pen, touch and gesture2. experience may vary by region and device. Voice, pen, touch, gesture: choose the interaction method that’s most With voice, pen, touch and gesture options, you can interact with your device in the way that’s natural. most natural for you. 2Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

One experience across devices. One experience across devices. Enjoy a smooth, consistent and beautiful experience across all your Enjoy a smooth, consistent and beautiful experience across all your Windows 10 devices and Windows 10 devices and screens. screens.

3Hardware dependent. App experiences may vary. Continuum. Continuum. Apps display beautifully across screens and even as you transition from Apps and content display beautifully across screens and even as you transition from desktop to desktop to tablet mode3. tablet mode3.

4Continuum for phones limited to select premium phones at Continuum for phones4. Continuum for phones4. launch. External monitor must support HDMI input. Use your phone like a PC. Stream it to a larger screen to create, edit or view Use your phone like a PC. Stream your phone screen to a larger screen, monitor or TV - to create, Continuum-compatible accessories sold separately. App files, movies or photos. edit and share files, photos, movies and more while maintaining the full functionality of your availability and experience varies by device and market. Office phone. 365 subscription required for some features.

Labor Online Visual Evangelism Demo MORE PRODUCTIVE

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Windows Headline The best Windows ever. Used at device level

Headline More Productive. Use to deliver pillar value

Sub-headline Windows 10 gives you great ways to start fast and stay focused. Use to pay off headline

Copy Length Short ~15 words) Medium (~30 words)

Pillar Proof Points Office. Office. Use to explain pillar. Do your best work. – Anywhere and Anytime with anyone (ADD: (Included) if Do your best work. – Anywhere and Anytime with anyone. Collaborate and share like never included OR (Not Included) if not included as needed). before with all your favorite Office applications, Word, Excel, PowerPoint, and OneNote (ADD: (Included) if included OR (Not Included) if not included as needed).

1Internet connection required. ISP fees may apply. Microsoft OneDrive. Microsoft OneDrive. Get to and share your files and photos from anywhere, on any device1. Get more done from anywhere. Access and share your important documents, photos, and other files from your computer, tablet, or phone1.

2Some apps sold separately, availability may vary. App and Store & apps. Store & apps. content availability and experience varies by market. Always-growing selection of Microsoft-certified free and paid apps and Always-growing selection of Microsoft-certified free and paid (ADD FOR TOUCH – touch content2. optimized) apps, games, movies, TV, and the latest music2.

Snap, task view & virtual desktop. Snap, task view & virtual desktop. Great ways to manage your apps and stay organized with Snap and Task Great ways to manage your apps and stay organized with Snap and Task view. Even create virtual view. desktops for more space.

Labor Online Visual Evangelism Demo INNOVATIVE EXPERIENCES & DEVICES

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Windows Headline The best Windows ever. Used at device level

Headline Innovative experiences & devices. Use to deliver pillar value

Sub-headline Windows is the platform of choice for innovation. Use to pay off headline

Copy Length Short (~15 words) Medium (~30 words)

Pillar Proof Points Microsoft Edge. Microsoft Edge. 1 Use to explain pillar. All-new browser lets you (ADD FOR TOUCH – write or) type on webpages All-new browser great for all the things you do online. Quickly browse, find, read, and even and easily share with others. (ADD FOR TOUCH – write1 or) type on webpages and easily share with others.

1Hardware dependent. Phone Companion app. Phone Companion app. Set up your device to work seamlessly with your iPhone, Android or With the Phone Companion app, you can set up your device to work seamlessly with your Windows phone. iPhone, Android or Windows phone.

2Broadband internet required for some features (ISP fees Amazing devices. Amazing devices. apply). Xbox Live features only available with supported games Windows powers the most innovative devices – from phones and 2in1s to Windows is the platform of choice for the most innovative devices – from phones and 2in1s to in Xbox Live-supported countries, see xbox.com/live/countries. tablets and PCs and HoloLens. tablets and PCs and HoloLens. Limited number of games available in 2015 that support cross- device play; additional games to follow. Xbox Live Gold membership (sold separately)required for multiplayer play on Xbox One.

Xbox app. Xbox app. Integrated Xbox app lets you access Xbox games and Xbox Live2. Integrated Xbox app lets you access Xbox games – including Minecraft -- and best of Xbox Live: your community, scores and games2.

Labor Online Visual Evangelism Demo SAFER & MORE SECURE

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Windows Headline The best Windows ever. Used at device level

Headline Safer & more secure. Use to deliver pillar value

Sub-headline Strong safeguards against threats today and tomorrow. Use to pay off headline

Copy Length Short (~15 words) Medium (~30 words)

Pillar Proof Points Most secure Windows ever. Most secure Windows ever. Use to explain pillar. Windows 10 comes with more built-in security features than ever. Windows 10 comes with more built-in security features than ever – delivering protection through the supported lifetime of your device via always-enabled security updates.

Windows Hello1. Windows Hello1. 1Windows Hello requires specialized hardware, including Log in with a look or a touch - it’s fast and enterprise-grade secure. Log in with a look or a touch - it’s fast, password-free and enterprise-grade secure. fingerprint reader, illuminated IR sensor or other biometric sensors.

Smart Screen. Smart Screen. Helps safeguard against phishing attacks from insecure websites – and Helps safeguard against phishing attacks from insecure websites – and provides increased provides increased protection over time. protection over time.

Defender. Defender. Enhanced protection gets stronger over time to help keep you safe from Enhanced protection gets stronger over time to help keep you safe from viruses and malware. viruses and malware.

Labor Online Visual Evangelism Demo Best Practices:

 The Windows Headline is the all up Windows headline. The Form Factor is how to label each segment. The Price Range/Spec is how we recommend grouping devices into a form factor, this is not consumer facing and is just for guidance. The Headlines pay off and also sub-segment the Form Factor. Online Headline is an alternate headline that can be used in Online instances when sub-segmentation is not done. The Windows Proof Points are the key Windows features and benefits for that Form Factor.

 The Headline or Online Headline should always be used when referring to a Form Factor or device under that Form Factor. The Headline should always be first choice unless you’re not able to sub-segment in which case the Online Headline is ok. There will be some executions (such as a PDP) where the Headline may not make sense, in which case the Windows Proof Points can be used by themselves.

 The Windows Proof Points for each Form Factor segment are listed in order of priority for the form factor based on customer research. These are the same proof points as the pillar proof points and are used to show how Windows is the same across all Windows devices.

 Not all of the Windows Proof Points have to be used. We recommend you to use at least two of the proof points. The rest should be unique form factor or device differentiators. LAPTOP MESSAGING (VALUE) Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Laptops Use as way-finding

Price Range / Spec Value: Use for ranging / shelf placement. SSD/HDD, touch voice, 8hrs + battery, wired/wireless docking/casting, better screen and processor, starting at $200

Headline Keep what you love. Get the best of the new. Use to deliver FF value

Online Headline Your go-to device for getting things done. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Familiar and easy to use. Familiar and easy to use. Listed in order of consumer importance. Can also use any from Windows Messaging With familiar Start menu and taskbar. you’ll feel like an expert. With familiar Start menu and taskbar, you’ll feel like an expert. Live Tiles provide streaming updates Framework section if needed. Use to explain Windows details. of what matters most.

Office. Office. Do your best work. – Anywhere and Anytime with anyone (ADD: (Included) if Do your best work. – Anywhere and Anytime with anyone. Collaborate and share like never before included OR (Not Included) if not included as needed). with all your favorite Office applications, Word, Excel, PowerPoint, and OneNote (ADD: (Included) if included OR (Not Included) if not included as needed).

2Hardware dependent. Microsoft Edge. Microsoft Edge. All-new browser lets you (ADD FOR TOUCH – write2 or) type on webpages All-new browser great for all the things you do online. Quickly browse, find, read, and even (ADD and easily share with others. FOR TOUCH – write2 or) type on webpages and easily share with others.

3App and content availability and experience varies by market. Store & apps. Store & apps. Always-growing selection of Microsoft-certified free and paid apps and Always-growing selection of Microsoft-certified free and paid (ADD FOR TOUCH – touch content3. optimized) apps, games, movies, TV, and the latest music3.

4Cortana available in select global markets at launch. Cortana Cortana4. Cortana4. experience may vary by region and device. Your personal digital assistant learns about you to become more useful every Your personal digital assistant learns about you to become more useful every day. Great for day. reminders, simple tasks, and finding the right info at the right time.

Windows Touch/Voice Pen Voice, pen, touch and gesture5. Voice, pen, touch and gesture5. This can be used as an additional way to dial up touch, voice or pen on Voice, pen, touch, gesture: choose the interaction method that’s most With voice, pen, touch and gesture options, you can interact with your device in the way that’s devices where needed/applicable. natural. most natural for you.

5Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo LAPTOP MESSAGING (MAINSTREAM)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Laptops Use as way-finding

Price Range / Spec Mainstream: Use for ranging / shelf placement. Sleek new chassis, SDD/HDD, touch, non-touch, voice, PTP, 8hrs+ battery, light weight, wired/wireless docking/casting, starting at $500

Headline (USE FOR NON TOUCH) Your get-it-done, make-it-happen partner. (USE FOR TOUCH) Your touch-enabled get-it-done, make-it-happen partner. Use to deliver FF value

Online Headline Your go-to device for getting things done. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Windows Hello1. Windows Hello1. Listed in order of consumer importance. Can also use any from Windows Log in with a look or a touch - it’s fast and enterprise-grade secure. Log in with a look or a touch - it’s fast, password-free and enterprise-grade secure. Messaging Framework section if needed. Use to explain Windows details.

1 Windows Hello requires specialized hardware, including fingerprint Familiar and easy to use. Familiar and easy to use. reader, illuminated IR sensor or other biometric sensors. With familiar Start menu and taskbar. you’ll feel like an expert. With familiar Start menu and taskbar, you’ll feel like an expert. Live Tiles provide streaming updates of what matters most.

2Cortana available in select global markets at launch. Cortana experience Cortana2. Cortana2. may vary by region and device. Your personal digital assistant learns about you to become more useful every Your personal digital assistant learns about you to become more useful every day. Great for day. reminders, simple tasks, and finding the right info at the right time.

3Hardware dependent. Microsoft Edge. Microsoft Edge. All-new browser lets you (ADD FOR TOUCH – write3 or) type on webpages All-new browser great for all the things you do online. Quickly browse, find, read, and even (ADD and easily share with others. FOR TOUCH – write3 or) type on webpages and easily share with others.

4Internet connection required. ISP fees may apply. Microsoft OneDrive. Microsoft OneDrive. Get to and share your files and photos from anywhere, on any device4. Get more done from anywhere. Access and share your important documents, photos, and other files from your computer, tablet, or phone4.

5Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo LAPTOP MESSAGING (GAMING)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Gaming Laptops Use as way-finding

Price Range / Spec Gaming: Use for ranging / shelf placement. Premium CPU, dedicated graphics, DirectX 12, voice, premium audio, Xbox content, starting at $1000

Headline Works hard, plays harder. Use to deliver FF value

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Built for Gamers. Built for Gamers. Listed in order of consumer importance. Can also use any from Windows Stunning DirectX12 visuals. Play great games optimized for Windows 10. Experience the stunning performance of DirectX 12. Play great games optimized for Windows 10, Messaging Framework section if needed. Use to explain Windows details. Record your gaming moments with built-in Game DVR1. including Minecraft: Windows 10 Edition, Killer Instinct, Gears of War2 and more. Easily record and share your gaming moments with built-in Game DVR1.

1 DirectX 12 only available with supported games and graphics chips. Check Xbox app. Xbox app. PC to determine graphics chip compatibility. Game DVR only available with Stay connected to the Xbox Live2 community, start party chats, launch into Bring together your friends, games, and accomplishments across Xbox One and Windows 10 supported hardware. To check for compatibility and other important cross-device multiplayer, and stream Xbox One games to any Windows 10 PC devices. Stay connected to the Xbox Live2 community, start party chats, launch into cross-device installation information, visit your device manufacturer’s website and www.windows.com/windows10specs. in your home. multiplayer, and stream Xbox One games to any Window 10 PC in your home.

2Broadband internet required for some features (ISP fees apply); Xbox Live Familiar and easy to use. Familiar and easy to use. features only available with supported games in Xbox Live-supported With familiar Start menu and taskbar. you’ll feel like an expert. With familiar Start menu and taskbar, you’ll feel like an expert. Live Tiles provide streaming updates countries, see xbox.com/live/countries. Stream to one device at a time; of what matters most. streaming with multiplayer from Xbox One requires home network connection and Xbox Live Gold membership (sold separately). Xbox One and PC/Tablet version of games sold separately.

3Internet connection required. ISP fees may apply. Microsoft OneDrive. Microsoft OneDrive. Get to and share your files and photos from anywhere, on any device3. Get more done from anywhere. Access and share your important documents, photos, and other files from your computer, tablet, or phone3.

Windows Touch/Voice Pen Voice, pen, touch and gesture4. Voice, pen, touch and gesture4. This can be used as an additional way to dial up touch, voice or Voice, pen, touch, gesture: choose the interaction method that’s most With voice, pen, touch and gesture options, you can interact with your device in the way that’s pen on devices where needed/applicable. natural. most natural for you.

4Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo 2 IN 1 MESSAGING (MAINSTREAM)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor 2 in 1s Use as way-finding

Price Range / Spec MAINSTREAM: Use for ranging / shelf placement. 10.1”-14.1”, touch, 2GB/64GB+ or 500+ GB HDD, Core i3+, 10hrs+ battery, wired/wireless docking/casting, starting at $600

Headline Laptop focus. Tablet freedom. Use to deliver FF value

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Familiar and easy to use. Familiar and easy to use. Listed in order of consumer importance. Can also use any from Windows With familiar Start menu and taskbar. you’ll feel like an expert. With familiar Start menu and taskbar, you’ll feel like an expert. Live Tiles provide streaming updates Messaging Framework section if needed. Use to explain Windows details. of what matters most.

1Hardware dependent. App experiences may vary. Continuum. Continuum. Apps display beautifully across screens and even as you transition from Apps and content display beautifully across screens and even as you transition from desktop to desktop to tablet mode1. tablet mode1.

2Windows Hello requires specialized hardware, including fingerprint reader, Windows Hello2. Windows Hello2. illuminated IR sensor or other biometric sensors. Log in with a look or a touch - it’s fast and enterprise-grade secure. Log in with a look or a touch - it’s fast, password-free and enterprise-grade secure.

4Cortana available in select global markets at launch. Cortana experience Cortana4. Cortana4. may vary by region and device. Your personal digital assistant learns about you to become more useful every Your personal digital assistant learns about you to become more useful every day. Great for day. reminders, simple tasks, and finding the right info at the right time.

Office Office Do your best work. – Anywhere and Anytime with anyone (ADD: (Included) if Do your best work. – Anywhere and Anytime with anyone. Collaborate and share like never before included OR (Not Included) if not included as needed). with all your favorite Office applications, Word, Excel, PowerPoint, and OneNote (ADD: (Included) if included OR (Not Included) if not included as needed).

5Internet connection required. ISP fees may apply. Microsoft OneDrive Microsoft OneDrive Get to and share your files and photos from anywhere, on any device5. Get more done from anywhere. Access and share your important documents, photos, and other files from your computer, tablet, or phone5.

Windows Touch/Voice Pen Voice, pen, touch and gesture6. Voice, pen, touch and gesture6. This can be used as an additional way to dial up touch, voice or pen Voice, pen, touch, gesture: choose the interaction method that’s most With voice, pen, touch and gesture options, you can interact with your device in the way that’s on devices where needed/applicable. natural. most natural for you.

6Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo DESKTOP MESSAGING

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Desktops Use as way-finding

Price Range / Spec NON-TOUCH:: Use for ranging / shelf placement. Desktop – small form factor, SSD/HDD, voice, legacy ports, Windows Hello, starting at $350

Headline (USE FOR SMALL FORM FACTOR DESKTOPS) Lose the tower. Gain the power to do more. Use to deliver FF value (USE FOR TRADITIONAL DESKTOPS) The power you need on your desktop.

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Familiar and easy to use. Familiar and easy to use. Listed in order of consumer importance. Can also use any from Windows With familiar Start menu and taskbar. you’ll feel like an expert. With familiar Start menu and taskbar, you’ll feel like an expert. Live Tiles provide streaming Messaging Framework section if needed. Use to explain Windows details. updates of what matters most.

1Hardware dependent. Microsoft Edge. Microsoft Edge. All-new browser lets you (ADD FOR TOUCH – write1 or) type on webpages All-new browser great for all the things you do online. Quickly browse, find, read, and even (ADD and easily share with others. FOR TOUCH – write1 or) type on webpages and easily share with others.

3Internet connection required. ISP fees may apply. Microsoft OneDrive Microsoft OneDrive Get to and share your files and photos from anywhere, on any device3. Get more done from anywhere. Access and share your important documents, photos, and other files from your computer, tablet, or phone3.

4App and content availability and experience varies by market. Store & apps. Store & apps. Always-growing selection of Microsoft-certified free and paid apps and Always-growing selection of Microsoft-certified free and paid (ADD FOR TOUCH – touch content4. optimized) apps, games, movies, TV, and the latest music4.

5Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo ALL-IN-ONE MESSAGING

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor All-in-Ones Use as way-finding

Price Range / Spec TOUCH AIO: Use for ranging / shelf placement. SSD/HDD, voice, legacy ports, Windows Hello, Multi-person/multi-touch apps, starting at $400

Headline A big-screen, high-power hub for fun and getting things done. Use to deliver FF value

Online Headline Made for fun and getting things done. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Familiar and easy to use. Familiar and easy to use. Listed in order of consumer importance. Can also use any from Windows With familiar Start menu and taskbar. you’ll feel like an expert. With familiar Start menu and taskbar, you’ll feel like an expert. Live Tiles provide streaming Messaging Framework section if needed. Use to explain Windows details. updates of what matters most.

5Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo PORTABLE ALL-IN-ONE MESSAGING

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Portable All-in-Ones Use as way-finding

Price Range / Spec TOUCH AND PORTABLE AIO: Use for ranging / shelf placement. 21” – 30”, FHD/UHD, HD display (ie. 4k display), 6hrs + battery, >5lbs, Windows Hello, Multi-person/multi-touch apps, starting at $800

Headline Have more fun. Get more done. Anywhere in your home. Use to deliver FF value

Online Headline Made for fun and getting things done. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

1Internet connection required. ISP fees may apply. Microsoft OneDrive Microsoft OneDrive Get to and share your files and photos from anywhere, on any device1. Get more done from anywhere. Access and share your important documents, photos, and other files from your computer, tablet, or phone1.

5Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo TABLET MESSAGING (SMALL – MOBILE OS)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Tablets Use as way-finding

Price Range / Spec <8” TABLETS: Use for ranging / shelf placement. Mobile OS, with or without a detachable keyboard, camera(s); SD Card; Wi-Fi, starting at $90

Headline All your things. Always with you. Use to deliver FF value

Online Headline Your go-to tablet. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Store & apps. Store & apps. Listed in order of consumer importance. Can also use any from Windows Always-growing selection of Microsoft-certified free and paid apps and Always-growing selection of Microsoft-certified free and paid (ADD FOR TOUCH – touch Messaging Framework section if needed. Use to explain Windows details. content1. optimized) apps, games, movies, TV, and the latest music1.

1App and content availability and experience varies by market. Microsoft Edge. Microsoft Edge. 2Hardware dependent. All-new browser lets you (ADD FOR TOUCH – write2 or) type on webpages All-new browser great for all the things you do online. Quickly browse, find, read, and even (ADD and easily share with others. FOR TOUCH – write2 or) type on webpages and easily share with others.

5Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo TABLET MESSAGING (SMALL – Desktop OS)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Tablets Use as way-finding

Price Range / Spec ≥8” & <10” TABLETS: Use for ranging / shelf placement. Desktop OS, With or without a detachable keyboard, camera(s); SD Card; Wi-Fi, starting at $90

Headline Small in size. Big on doing. Use to deliver FF value

Online Headline Your go-to tablet. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Continuum. Continuum. Listed in order of consumer importance. Can also use any from Windows Apps display beautifully across screens and even as you transition from Apps and content display beautifully across screens and even as you transition from desktop to Messaging Framework section if needed. Use to explain Windows details. desktop to tablet mode1. tablet mode1.

1Hardware dependent. App experiences may vary. Microsoft Edge. Microsoft Edge. 2 2Hardware dependent. All-new browser lets you (ADD FOR TOUCH – write or) type on webpages All-new browser great for all the things you do online. Quickly browse, find, read, and even (ADD and easily share with others. FOR TOUCH – write2 or) type on webpages and easily share with others.

3Cortana available in select global markets at launch. Cortana experience Cortana3. Cortana3. may vary by region and device. Your personal digital assistant learns about you to become more useful every Your personal digital assistant learns about you to become more useful every day. Great for day. reminders, simple tasks, and finding the right info at the right time.

4Internet connection required. ISP fees may apply. Microsoft OneDrive Microsoft OneDrive Get to and share your files and photos from anywhere, on any device4. Get more done from anywhere. Access and share your important documents, photos, and other files from your computer, tablet, or phone4.

5App and content availability and experience varies by market. Store & apps. Store & apps. Always-growing selection of Microsoft-certified free and paid apps and Always-growing selection of Microsoft-certified free and paid (ADD FOR TOUCH – touch content5. optimized) apps, games, movies, TV, and the latest music5.

Windows Touch/Voice Pen Voice, pen, touch and gesture6. Voice, pen, touch and gesture6. This can be used as an additional way to dial up touch, voice or pen on Voice, pen, touch, gesture: choose the interaction method that’s most With voice, pen, touch and gesture options, you can interact with your device in the way that’s devices where needed/applicable. natural. most natural for you.

6Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately.

Labor Online Visual Evangelism Demo TABLET MESSAGING (LARGE)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Tablets Use as way-finding

Price Range / Spec >10” TABLETS: Use for ranging / shelf placement. Not sold with a detachable keyboard; camera(s), SD card, Wi-Fi, MBB

Headline Where fast and fun meets get-it-done. Use to deliver FF value

Online Headline Your go-to tablet. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Familiar and easy to use. Familiar and easy to use. Listed in order of consumer importance. Can also use any from Windows With familiar Start menu and taskbar. you’ll feel like an expert. With familiar Start menu and taskbar, you’ll feel like an expert. Live Tiles provide streaming Messaging Framework section if needed. Use to explain Windows details. updates of what matters most..

5Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately..

Labor Online Visual Evangelism Demo 3RD PARTY PHONE MESSAGING (VALUE)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Smartphones Use as way-finding

Price Range / Spec VALUE PHONE: Use for ranging / shelf placement. > 5.5” devices able to make data phone calls, 512MB/4GB; SD Card; 3G starting at $50 and LTE starting at $100

Headline The smartphone you want. The value you need. Use to deliver FF value

Online Headline Smart choice. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Cortana1. Cortana1. Listed in order of consumer importance. Can also use any from Windows Your personal digital assistant learns about you to become more useful every Your personal digital assistant learns about you to become more useful every day. Great for Messaging Framework section if needed. Use to explain Windows details. day. reminders, simple tasks, and finding the right info at the right time.

If talking about upgrade on phone must add disclaimer: Windows 10 will start rolling out later Microsoft OneDrive Microsoft OneDrive this year and will be available for qualified Windows 8.1 phones (including phones you already 2 own). Standard data rates will apply. Like any upgrade to a new operating system, not every Get to and share your files and photos from anywhere, on any device . Get more done from anywhere. Access and share your important documents, photos, and other phone will support all possible Windows 10 features. Certain features and experiences will files from your computer, tablet, or phone2. require more advanced future hardware or software, and additional requirements will apply over time for updates. The availability of Windows 10 upgrade for Windows Phone 8.1 devices may vary by OEM, mobile operator or carrier. To check for compatibility and other important installation information, visit your device manufacturer's website. And see www.microsoft.com/en/mobile/windows10/ for more details.

1Cortana available in select global markets at launch. Cortana experience may vary by Your favorites, your way (3rd Party Phone). Your favorites, your way (3rd Party Phone). region and device. Start screen is all your favorite things, organized your way. Start screen is all your favorite things, organized your way. Live Tiles provide streaming updates 2Internet connection required. ISP fees may apply. of what matters most.

Windows Touch/Voice Pen Voice, pen, touch and gesture4. Voice, pen, touch and gesture4. This can be used as an additional way to dial up touch, voice or pen on Voice, pen, touch, gesture: choose the interaction method that’s most With voice, pen, touch and gesture options, you can interact with your device in the way that’s devices where needed/applicable. natural. most natural for you.

4Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately..

Labor Online Visual Evangelism Demo 3RD PARTY PHONE MESSAGING (PREMIUM)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Form Factor Use as way-finding Smartphones

Price Range / Spec PREMIUM PHONE: Use for ranging / shelf placement. > 5.5” device able to make date phone calls: 4G; >512MB/4GB; Premium/latest CPU; battery efficiency: life (Xhrs)/size-weight; HD mult-touch display; premium and dual cameras; Windows Hello, SD Card, starting at $400

Headline A powerhouse of productivity in your pocket. Use to deliver FF value

Online Headline Smart choice. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Continuum for phones1. Continuum for phones1. Listed in order of consumer importance. Can also use any from Windows Messaging Use your phone like a PC. Stream it to a larger screen to create, edit or view Use your phone like a PC. Stream your phone screen to a larger screen, monitor or TV - to create, Framework section if needed. Use to explain Windows details. files, movies or photos. edit and share files, photos, movies and more while maintaining the full functionality of your phone.

If talking about upgrade on phone must add disclaimer: Windows 10 will start rolling out later Cortana2. Cortana2. this year and will be available for qualified Windows 8.1 phones (including phones you already own). Standard data rates will apply. Like any upgrade to a new operating system, not every Your personal digital assistant learns about you to become more useful every Your personal digital assistant learns about you to become more useful every day. Great for phone will support all possible Windows 10 features. Certain features and experiences will day. reminders, simple tasks, and finding the right info at the right time. require more advanced future hardware or software, and additional requirements will apply over time for updates. The availability of Windows 10 upgrade for Windows Phone 8.1 devices may vary by OEM, mobile operator or carrier. To check for compatibility and other important installation information, visit your device manufacturer's website. And see www.microsoft.com/en/mobile/windows10/ for more details.

1Continuum for phones limited to select premium phones at launch. External monitor must Windows Hello3. Windows Hello3. support HDMI input. Continuum-compatible accessories sold separately. App availability and experience varies by device and market. Office 365 subscription required for some features. Log in with a look or a touch - it’s fast and enterprise-grade secure. Log in with a look or a touch - it’s fast, password-free and enterprise-grade secure.

2Cortana available in select global markets at launch. Cortana experience may vary by Office Office region and device. Do your best work. – Anywhere and Anytime with anyone (ADD: (Included) if Do your best work. – Anywhere and Anytime with anyone. Collaborate and share like never before included OR (Not Included) if not included as needed). with all your favorite Office applications, Word, Excel, PowerPoint, and OneNote (ADD: (Included) if included OR (Not Included) if not included as needed).

3Windows Hello requires specialized hardware, including fingerprint reader, illuminated IR Microsoft OneDrive Microsoft OneDrive sensor or other biometric sensors. Limited to select premium phones at launch. Get to and share your files and photos from anywhere, on any device4. Get more done from anywhere. Access and share your important documents, photos, and other 4Internet connection required. ISP fees may apply. files from your computer, tablet, or phone4.

Windows Touch/Voice Pen Voice, pen, touch and gesture6. Voice, pen, touch and gesture6. This can be used as an additional way to dial up touch, voice or pen on devices where Voice, pen, touch, gesture: choose the interaction method that’s most With voice, pen, touch and gesture options, you can interact with your device in the way that’s needed/applicable. natural. most natural for you. 7Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately..

Labor Online Visual Evangelism Demo 3RD PARTY PHONE MESSAGING (VALUE PHABLET)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things. Form Factor Smartphones Use as way-finding

Price Range / Spec VALUE PHABLET: Use for ranging / shelf placement. 5.5” – 6.9” device able to make data phone calls, 512MB/4GB, SD card, starting at $150

Headline Smartphone and tablet in one great value device. Use to deliver FF value

Online Headline Smart choice. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

If talking about upgrade on phone must add disclaimer: Windows 10 will start rolling out later Office Office this year and will be available for qualified Windows 8.1 phones (including phones you already own). Standard data rates will apply. Like any upgrade to a new operating system, not every Do your best work. – Anywhere and Anytime with anyone (ADD: (Included) if Do your best work. – Anywhere and Anytime with anyone. Collaborate and share like never before phone will support all possible Windows 10 features. Certain features and experiences will included OR (Not Included) if not included as needed). with all your favorite Office applications, Word, Excel, PowerPoint, and OneNote (ADD: (Included) if require more advanced future hardware or software, and additional requirements will apply over time for updates. The availability of Windows 10 upgrade for Windows Phone 8.1 devices may included OR (Not Included) if not included as needed). vary by OEM, mobile operator or carrier. To check for compatibility and other important installation information, visit your device manufacturer's website. And see www.microsoft.com/en/mobile/windows10/ for more details.

1Cortana available in select global markets at launch. Cortana experience Microsoft OneDrive Microsoft OneDrive may vary by region and device. Get to and share your files and photos from anywhere, on any device2. Get more done from anywhere. Access and share your important documents, photos, and other 2 2Internet connection required. ISP fees may apply. files from your computer, tablet, or phone .

4Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately..

Labor Online Visual Evangelism Demo 3RD PARTY PHONE MESSAGING (PREMIUM PHABLET)

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things. Form Factor Smartphones Use as way-finding

Price Range / Spec PREMIUM PHABLET: Use for ranging / shelf placement. >5.5” devices able to make data phone calls, 4G; >512MB/4GB, premium/latest CPU, battery efficiency, life (xhrs)/size-weight; HD multi-touch display; premium and dual cameras, Windows Hello, SD Card, starting at $400

Headline Brilliant smartphone meets productivity of a tablet. Use to deliver FF value

Online Headline Smart choice. Use across FF when no sub-segment

Copy Length Short ~15 words) Medium (~30 words)

Windows Proof Points Continuum for phones1. Continuum for phones1. Listed in order of consumer importance. Can also use any from Windows Use your phone like a PC. Stream it to a larger screen to create, edit or view Use your phone like a PC. Stream your phone screen to a larger screen, monitor or TV - to create, Messaging Framework section if needed. Use to explain Windows details. files, movies or photos. edit and share files, photos, movies and more while maintaining the full functionality of your phone.

If talking about upgrade on phone must add disclaimer: Windows 10 will start rolling out Office Office later this year and will be available for qualified Windows 8.1 phones (including phones you already own). Standard data rates will apply. Like any upgrade to a new operating Do your best work. – Anywhere and Anytime with anyone (ADD: (Included) if Do your best work. – Anywhere and Anytime with anyone. Collaborate and share like never before system, not every phone will support all possible Windows 10 features. Certain features included OR (Not Included) if not included as needed). with all your favorite Office applications, Word, Excel, PowerPoint, and OneNote (ADD: (Included) if and experiences will require more advanced future hardware or software, and additional requirements will apply over time for updates. The availability of Windows 10 upgrade included OR (Not Included) if not included as needed). for Windows Phone 8.1 devices may vary by OEM, mobile operator or carrier. To check for compatibility and other important installation information, visit your device manufacturer's website. And see www.microsoft.com/en/mobile/windows10/ for more details

1Continuum for phones limited to select premium phones at launch. External monitor Microsoft OneDrive Microsoft OneDrive must support HDMI input. Continuum-compatible accessories sold separately. App 2 availability and experience varies by device and market. Office 365 subscription required Get to and share your files and photos from anywhere, on any device . Get more done from anywhere. Access and share your important documents, photos, and other for some features. files from your computer, tablet, or phone2.

2Internet connection required. ISP fees may apply.

3Cortana available in select global markets at launch. Cortana experience may vary by Cortana3. Cortana3. region and device. Your personal digital assistant learns about you to become more useful every Your personal digital assistant learns about you to become more useful every day. Great for day. reminders, simple tasks, and finding the right info at the right time.

4Windows Hello requires specialized hardware, including fingerprint reader, illuminated IR Windows Hello4. Windows Hello4. sensor or other biometric sensors. Limited to select premium phones at launch. Log in with a look or a touch - it’s fast and enterprise-grade secure. Log in with a look or a touch - it’s fast, password-free and enterprise-grade secure.

Windows Touch/Voice/Pen Voice, pen, touch and gesture6. Voice, pen, touch and gesture6. This can be used as an additional way to dial up touch, voice or pen on Voice, pen, touch, gesture: choose the interaction method that’s most With voice, pen, touch and gesture options, you can interact with your device in the way that’s devices where needed/applicable. natural. most natural for you.

6Voice, pen, touch and gesture are hardware dependent. Pen accessories sold separately..

Labor Online Visual Evangelism Demo Best Practices:

 The Windows Headline is the all up Windows headline. The Features is how to refer to the specific feature. The Headlines deliver the value off the features. The Sub-Headlines pay off the Headlines. The Feature Proof Points are the key benefits for the features.

 The Feature name should be used when referring to the feature.

 The Headlines should be used when you can, but can be dropped if space is an issue.

 The Sub-Headlines must be used when talking about the Feature.

 All of the Feature Proof Points should be used in this execution, but the order can be changed if you wish. CORTANA

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Feature Cortana1 Use as way-finding

Headline Cortana1 is your personal digital assistant who works like magic. Use to deliver feature value

Copy Length Short ~15 words) Medium (~30 words)

Feature Proof Points Does tasks for you. Does tasks for you. Use to explain feature. Cortana completes tasks and helps you stay on top of things. Cortana completes tasks, provides personal suggestions, and helps you stay on top of things. Use to explain Windows details.

1Cortana available in select global markets at launch. Cortana Gets to know you. Gets to know you. experience may vary by region and device. Cortana learns more about you over time – becoming more relevant and Cortana is constantly learning about you and keeping what she learns in the notebook (which useful to you everyday. you can access, view and edit). She can then provide personal suggestions and recommendations.

Best at reminders. Best at reminders. Cortana delivers reminders at the right time and place so there’s less you Cortana’s the best personal assistant for reminding you about all the important things in your forget and more you get done. life. Time-based and location-based reminders all trigger at the right time, and sync across all your Windows 10 devices that have Cortana running.

All your devices. All your devices. Phone, tablet, PC. Cortana works on all your Windows 10 devices. So help Phone, tablet, PC. Cortana works on all your Windows 10 devices. So help is always at hand. is always at hand.

Labor Online Visual Evangelism Demo MICROSOFT EDGE

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Feature Microsoft Edge Use as way-finding

Headline Mark up and share web pages with an awesome new browser. Use to deliver feature value

Copy Length Short ~15 words) Medium (~30 words)

Feature Proof Points Distraction-free reading. Distraction-free reading. Use to explain feature. Get a great reading experience with online articles free of distraction. Get a great reading experience with online articles free of distraction. Use to explain Windows details.

Convenient reading. Convenient reading. Saves web pages and PDF files to your reading list so you can easily enjoy Saves web pages and PDF files to your reading list so you can easily enjoy them later. them later.

Find it faster. Find it faster. The address bar gives you personalized recommendations to speed you to The improved address bar helps you find things faster, and gives you personalized your online destination. recommendations to speed you to your online destination.

Cortana specific feature. Move quickly into action. Move quickly into action. 1 1 Use only in Cortana Markets. With Cortana enabled get instant access to restaurant reviews and With Cortana enabled you can instantly move from searching to doing. Get instant access to reservations without leaving the page you’re on. restaurant reviews and reservations without leaving the page you’re on, for example.

1Cortana available in select global markets at launch. Cortana experience may vary by region and device.

Use in non-Cortana Markets Move quickly into action. Move quickly into action. Get instant access to restaurant reviews and reservations without leaving Get instant access to restaurant reviews and reservations without leaving the page you’re on. the page you’re on.

Labor Online Visual Evangelism Demo GAMING

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Feature Windows Gaming Use as way-finding

Headline The best Windows ever for gaming. Use to deliver feature value

Sub-headline The best of Xbox. Now on all your devices. Use to pay off headline

Copy Length Short ~15 words) Medium (~30 words)

Feature Proof Points Great games, great graphics Great games, great graphics Use to explain feature. The best Xbox franchises are coming to PC along with stunning DirectX 12 The best Xbox franchises are coming to PC along with stunning DirectX 12 visuals. visuals. Use to explain Windows details.

1Broadband internet required for some features (ISP fees apply). Stay connected to games and friends wherever you go. Stay connected to games and friends wherever you go. Xbox Live features only available with supported games in Xbox With the Xbox app on Windows 10, your gaming activity, friends, and With the Xbox app on Windows 10, your gaming activity, friends, and achievements follow you Live-supported countries, see xbox.com/live/countries. Limited achievements follow you across Xbox One and Windows 10 devices1. across Xbox One and Windows 10 devices1. number of games available in 2015 that support cross-device play; additional games to follow.. Xbox One, PC/Tablet and Phone versions of games all sold separately.

Capture your most epic gaming moments Capture your most epic gaming moments 2Game DVR only available with supported hardware. To check Easily record, narrate, and share your gameplay with built-in Game DVR2. Easily record, narrate, and share your gameplay with built-in Game DVR2. for compatibility and other important installation information, visit your device manufacturer’s website and www.windows.com/windows10specs.

Play Xbox games on your PC or tablet. Play Xbox games on your PC or tablet. 3 Broadband internet required for some features (ISP fees apply); Stream your Xbox One games to a Windows 10 PC or tablet3 in your home. Stream your Xbox One games to a Windows 10 PC or tablet3 in your home. Xbox Live features only available with supported games in Xbox Live-supported countries, see xbox.com/live/countries. Stream to one device at a time; streaming with multiplayer from Xbox One requires home network connection and Xbox Live Gold membership (sold separately). Xbox One and PC/Tablet versions of games sold separately.

Labor Online Visual Evangelism Demo WINDOWS STORE

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Feature Windows Store Use as way-finding

Headline Your one-stop shop for great free and paid apps, games, movies, TV, and the latest music1. Use to deliver feature value

Copy Length Short ~15 words) Medium (~30 words)

Feature Proof Points Big selection. Big selection. 1 Use to explain feature. Windows Store offers a wide selection of apps, games, movies, TV and Windows Store offers a wide selection of apps, games, movies, TV and music in one place . music in one place1. Use to explain Windows details.

1Feature and app availability and experience may vary by Just for you. Just for you. market and device. Personalized deals help you find content that matters most to you. Personalized deals help you find content that matters most to you.

Peace of mind. Peace of mind. All store content is certified by Microsoft to help keep your devices safer. All store content is certified by Microsoft to help keep your devices safer.

Easy to maintain. Easy to maintain. Easy to install, uninstall and keep updated, Windows Store content won’t Easy to install, uninstall and keep updated, Windows Store content won’t slow your computer slow your computer down. down.

Labor Online Visual Evangelism Demo WINDOWS HELLO

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Feature Windows Hello1 Use as way-finding

Headline Log yourself in with a look or a touch – it’s truly personal. Use to deliver feature value

Copy Length Short ~15 words) Medium (~30 words)

Feature Proof Points Authentically you1. Authentically you1. Use to explain feature. Log yourself in with a look or a touch. Confidently skip typing in your password. The most secure authentication method is your presence. Log yourself in with a look or a touch. Confidently skip typing in your password because the two-factor identification is enterprise-grade Use to explain Windows details. secure.

1Windows Hello requires specialized hardware, including Your personal welcome1. Your personal welcome1. fingerprint reader, illuminated IR sensor or other biometric Windows Hello greets you by name and lights up in your presence. Who doesn’t like a friendly Hello? Windows Hello greets you by name and lights up in your sensors. presence.

Stay closer to your favorite people. Stay closer to your favorite people. Pin favorite contacts to your Start menu for quick access from wherever you The key people in your life are the ones you can reach the fastest and easiest. Pin favorite are. contacts to your Start menu for quick access from wherever you are.

Faster access to what’s most important. Faster access to what’s most important. Click directly into your favorite content without any delay, with Showcase Click directly into your favorite content without any delay. Showcase tiles let you see and access tiles.. a playlist or book without having to go through the app first.

Labor Online Visual Evangelism Demo CONTINUUM

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Feature Continuum1 Use as way-finding

Headline Transition beautifully from one mode to another. Use to deliver feature value

Copy Length Short ~15 words) Medium (~30 words)

Feature Proof Points The best screen is the one you’re on. The best screen is the one you’re on. Use to explain feature. Seamlessly switch from tablet to desktop mode. Your apps and content Seamlessly switch from a touch-focused tablet experience to a keyboard-and-mouse 1 Use to explain Windows details. always display beautifully . desktop experience. Your apps and content always display beautifully as you transition from one mode to another1.

1Hardware dependent. App experiences may vary. Touch or type. Touch or type. 2Requires touchscreen capability. Type when you need, touch2 when you want. You have the choice of Type when you need, touch2 when you want. You always have the choice of running in desktop 3Hardware dependent. running in desktop or tablet mode3. or tablet mode and you can change anytime – your screen will give you a smooth transition3.

4App experience may vary. Different screen, same app. Different screen, same app. With Continuum, apps scale smoothly from screen to screen, so they look With Continuum, apps scale smoothly from screen to screen, so they look great and work great and work beautifully4. beautifully, from the smallest app window to the largest high-res displays4.

Adapts to you. Adapts to you. Menus and taskbars adapt themselves for easy and familiar navigation and Onscreen features like menus and taskbars adapt themselves for easy navigation. Controls stay use. consistent so there’s no re-learning. It’s the best combination of familiarity and flexibility.

Labor Online Visual Evangelism Demo CONTINUUM FOR PHONES

Windows Headline Use consistently across all retail areas. Ties ATL and BTL. Windows 10. Do great things.

Feature Continuum for phones1 Use as way-finding

Headline Use your phone like a PC or turn it into a projector. Use to deliver feature value

Copy Length Short ~15 words) Medium (~30 words)

Feature Proof Points PC-like power1. PC-like power1. Use to explain feature. Connect your phone to a monitor and even to a keyboard and mouse. PC-like productivity in your pocket. Use a Continuum-compatible wired or wireless Use to explain Windows details. accessory to connect your phone to a monitor and even to a keyboard and mouse.

1Continuum for phones limited to select premium phones at launch. Plug. Project. Perfect1. Plug. Project. Perfect1. External monitor must support HDMI input. Continuum-compatible Plug in your phone to a Continuum-compatible wireless accessory to Windows gives you projection that’s close to perfection. Plug in your phone to a Continuum- accessories sold separately. App availability and experience varies by project to a TV or PC. compatible wireless accessory to project to a TV or PC monitor – apps scale smoothly. device and market. Office 365 subscription required for some features.

Two screens at once1. Two screens at once1. Project your phone to an external screen and still talk, text, run apps at the While you’re projecting to another screen, you can continue to use your phone for getting same time things done. Talk, text, tween, run apps on your phone – all without interrupting what’s on the big screen.

Easier wireless projection1. Easier wireless projection1. Wirelessly project content from your phone to an external PC. No internet No need to hunt for an Internet connection. Use a Continuum-compatible accessory to connection needed. wirelessly project content from your phone to a second screen without going online.

Labor Online Visual Evangelism Demo