Hotmail becomes Outlook: we enter the dour world of corporate email

Is the rest of the internet catching up with Google?

Yesterday saw the opening salvo of a marketing bombardment that will see Microsoft try to saturate the online world with awareness of its revamped email service Outlook.com, and which may mark 2013 as the year when the rest of the internet caught up with Google.

Yahoo’s recently broadcast ambition towards regaining its presence as a search provider wasn’t so much a declaration of war against the web multinational as a reminder that there is room for other brands to thrive in people’s daily activity – but now we really do have a fight on our hands.

While Yahoo has pecked at Google’s periphery to distract it, tag-team partner Microsoft is now looming behind with a steel chair, ready to deliver a solid blow to the mailbox.

And going by the numbers so far, the wrestling metaphor isn’t complete hyperbole - during Outlook.com’s "trial period" since last July, the service attracted 60 million signups - including, Microsoft claims – 20 million Gmail defectors.

I will admit that, since I don’t use hotmail and am hardly in the market for a new email provider, I hadn’t been fully aware of the revamp. I certainly am now, and so too will be hundreds of millions of web users, as Microsoft launches a marketing campaign on a scale usually reserved for campaigns to advertise human beings who want to run countries.

Running for pretty much the entirety of the second quarter, the effort will see Outlook.com evangelised across every ad platform from TV to bus flanks, and is expected to set Microsoft back between $30m and $90m.

Much as in a two-candidate political race, Microsoft is even running smear ads on the competition, playing to the growing perception of Google as intrusive and eavesdropping.

The first of these ads pulls no punches, opening with a screenshot of an email about a cat being put down, and superimposing a pair of eerie blue eyes, greedily flickering over private information to find commercial opportunities. In today’s internet, associating your competitor with profiting from cat death is akin to a sixteenth century bishop accusing the miller’s wife of being a witch.

What is Google doing about all this? Well, to be fair, the search titan started offering users the chance to upgrade Gmail to offer a lot of what the new Outlook.com boasts (most notably the ability to send multi-gigabyte files as attachments) some time ago. The problem was that many, like me, hovered warily over the upgrade option before deciding to think about it some other time: we were happy with our mail service as it was and not really looking for a change.

Nevertheless, Microsoft’s marketing blitz, as well as Yahoo’s upcoming plans to renew its relevance as a brand, is reminding somewhere between 306 and 425 million Google account holders that there is life outside the bubble. We are certainly curious.

With the functionality of Outlook.com basically analogous with what we have already known through Gmail for most of the last decade, what will determine our eventual choice of provider is basically a question of brand.

I still associate the Outlook brand indelibly with the dour world of corporate email, and using Outlook online with its truly gruesome webmail interface. In the case of Hotmail, which Outlook.com will replace over the coming months, I retain the mid-2000s brand association with people who aren’t web-literate enough to have heard of Gmail.

I suppose it’s a good thing for Microsoft that they’ve earmarked $90m to change my mind.

Microsoft updates. Photograph: Getty Images

By day, Fred Crawley is editor of Credit Today and Insolvency Today. By night, he reviews graphic novels for the New Statesman.

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Labour MPs believe Jeremy Corbyn is incapable of tackling anti-Semitism

The leader's insistence that "there's no crisis" has led more to conclude that he must be removed.  

In a competitive field, yesterday was the most surreal - and shameful - day for Labour since Jeremy Corbyn became leader. After a telling delay, Corbyn arrived at the only response that was acceptable to MPs: the suspension of Ken Livingstone. The former mayor of London, who appears incapable of entering a studio without triggering outrage, surpassed himself by claiming Hitler supported Zionism (as if to invalidate the latter). In time-honoured fashion, he then responded to criticism by pouring petrol on the fire. In remarks that caused journalists to question their hearing, Livingstone opined that "a real anti-Semite doesn't just hate the Jews in Israel". 

Two hours later, one of Corbyn's greatest allies was finally suspended (the day after Naz Shah MP had been). But the announcement itself added new offence. The email confirming Livingstone's suspension simultaneously revealed that John Mann MP, who had denounced the former mayor as a "Nazi apologist", had been summoned by the chief whip to "discuss his conduct" - as if their behaviour was somehow comparable. Labour sources later told me that Corbyn's office had wanted to go further and suspend Mann - a demand flatly rejected by the whips. Their resistance has revived the desire among some of the leader's allies for a cull in a future reshuffle. 

But it was Corbyn's conduct in a BBC interview that truly provoked MPs' fury. "It's not a crisis, there's no crisis," he declared, unwittingly echoing the Sun's headline on Jim Callaghan during the Winter of Discontent ("Crisis? What crisis?"). It was as if Hitlergate had never happened. Corbyn added that "the party membership is the biggest it has been in my lifetime" (it was actually higher in 1997) and that "much of this criticism that you are saying about a crisis in the party actually comes from those who are nervous of the strength of the Labour Party at local level". MPs, he appeared to suggest, were not motivated by a desire to repel Labour's anti-Semitic infection but by fear of the party's left-wing membership.

Livingstone's suspension was "very sad", Corbyn said, but "there is a responsibility to lead the party". The abiding impression was that he had suspended his old comrade with the utmost reluctance - it was the burden of office that had forced him to do so. Finally, Corbyn declared, as he always does on these too-frequent occasions, "we are not tolerating anti-Semitism in any way or indeed any other kind of racism." Labour's leader appears congenitally incapable of condemning Jew-hatred in insolation. The explanation, some MPs say, is that he subscribes to a "hierarchy of racism" under which anti-Semitism is a lesser offence than, say, Islamophobia. In rejecting a systematic focus on the former, Corbyn's critics say he is in denial about the scale and significance of the infestation.  

His apathy has intensified the desire of his opponents to remove him before the year is out. "The soft left moved massively today," one MP told me in reference to Labour's internal swing voters. Another said: "It does two things: it firmly pins responsibility for next week's results on the hard-left antics [Labour is forecast to become the first opposition since 1985 to lose council seats in a non-general election year] and it weakens the willingness of the 'core group' servers to keep mopping up after Corbyn because they are increasingly mortified by the association". But others disagreed: "It's strangely less likely," one said of the prospect of a challenge, "the mood is 'keep giving him the rope'". Another said that Labour MPs, traditionally sentimental towards their leaders, lacked the "constitution" for the struggle. "They can always find an excuse why now isn't the right time," he lamented. Without an agreed candidate, and without even agreement on whether there should be a challenge, Corbyn's opponents fear that "even worse is to come". 

George Eaton is political editor of the New Statesman.