Apple may double market share on Microsoft defections Consumers are so distrustful of Microsoft that Apple could double its market share as disaffected users dump the Windows OS, a Forrester Research report claims. The report looks at brand identity and the importance of branding. The report also evaluates the effect a brand has on the pricing of company products and the demographic make-up of consumers who purchase them. Apple gains trust Overall, only Apple and Tivo saw their brand trust rise in the last two years, according to the report. The final tally saw Bose, Dell, Hewlett-Packard, Panasonic and Sony earn the highest marks, while Microsoft, Gateway and LG ranked lowest. The low scores for Microsoft could mean good news for Apple as consumers showed their distrust of the Redmond-based software-giant. Microsoft's crumbling empire "Microsoft faces big consumer defection risk: One measure of consumer dissatisfaction with Microsoft is seen in the 5.4 million households that gave it a brand trust of 1 (distrust a lot) or 2 (distrust a bit)," the report said. "Compared with all Microsoft users, these at-risk users have higher income, are much more likely to be male and are bigger online spenders. These households know they run Microsoft software but would be just as happy to leave it behind - if they could. Apple could double its PC share by winning Microsoft's at-risk customers." The demographic of Microsoft's at-risk customers fits well with Apple's user base, which Forrester describes as "affluent, optimistic about technology and brand aware." The study period took place before Apple introduced Boot Camp. which lets Intel Mac users install Windows XP on their machines, enabling them to boot up in either OS.

				Mac users get Skype for mobile phones A solution that lets Mac users with Skype connections use their mobiles to make and receive Skype calls through their handset has been announced. EQO Communications has released a beta version of EQO Mobile for Skype for Mac OS X. The release means Mac users can extend Skype VoIP calling and messaging to their mobile phones. The solution consists of a small client application that runs on the mobile and another on the Mac. As long as Skype is active on the computer, users can use EQO’s software and their mobile to keep in touch with Skype contacts. The software lets users make and receive Skype calls, exchange Instant Messages, and view presence information about their buddies over the Skype network. Over 45 different handsets from vendors including Nokia, Motorola, Palm, and Sony-Ericsson are supported. EQO recently introduced support for Palm TREO 650 and Motorola ROKR, SLVR, and RAZR phones. The company’s website explains: “When you call a Skype buddy or another number through the EQO client, or someone calls you from Skype, EQO routes the call to your phone over your regular wireless voice service using SkypeOut. This means you can truly make and receive Skype calls from anywhere on your handset, without needing a highly advanced 3G mobile phone and without being connected to a high-speed wireless data network.” Commenting on the release, EQO vice president of marketing and alliances Ian Andrew Bell said: "The Mac community has proven itself to be a vibrant group, always on the cutting edge of communications technology. We recognize that providing our service to these market leaders is key to getting the word out that, with EQO, practically anyone can extend their Skype experience to their mobile phones." EQO Mobile for Skype consists of EQO Mobile Internet Phone Service or Skype, which was launched at the 2006 DEMO technology conference and also EQO Mobile Instant Messaging for Skype, introduced at Spring VON 2006. A beta version of EQO Mobile is available for free download form the company’s website.

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				Joseph Thompson Just wanted to point out that most mac people using windows on their macs don't WANT to. Take me for example: I've installed it because it allows me to sell my computer (already done) and still allow me to play a few games.

				Phil Waller Any thoughts on making a high resolution logo available for download so we can make our own T-shirts? (I think I have some special transfer paper laying around somewhere). At least we wouldn't charge you for the advertising space Also mention logo change!

				Rob Halliday Tell Dino to use Clutter  (http://www.sprote.com/clutter/index.html)  as a good alternative to Fetch Art to get album art into iTunes.

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