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It became so popular that its logo and the sound of their intros They became two brands just as identifiable as those of Nokia or Windows. If – like the person writing this – you had to go to school or high school between the second half of the 90s and the first half of the 2000s, talk about the Encarta It does not require large presentations. If not, don’t worry; It won’t take us much time. Before Wikipedia offered free online knowledge and even the use of the Internet became popular, Microsoft launched a digital encyclopedia that revolutionized the sector and became a phenomenon between more or less 1993 and 2009. Its name: Encarta. Today, ironies of history, “Encarta” is one more entry in the index of other encyclopedias; but there was a time when it transformed our way of accessing knowledge. From having to spend their eyelashes and fingertips scrolling through pages in search of information, students began to search for information with the click of a button. The Encarta offered an agile, comfortable and above all didactic way to satisfy curiosity. With articles, yes; but also with videos, audios and even virtual visits and games. You could read about Nepalese temples in the Salvat. Or open the Encarta and “tour” one. Its “pull” was so great that it put the old paper encyclopedias in trouble. When the Spanish edition was presented in early 1997, those responsible presumed that the Encarta CD-ROM, a format that you could store in a drawer or even a folder, contained information that It was equivalent to 29 volumes and 1.2 meters of shelving. Not only that. The Encarta cost 24,900 pesetas, four times less than an equivalent printed encyclopedia. To make matters worse, his landing in Spain was protected by Santillanaa publishing house with considerable weight in school classrooms. How to compete with that? The product was liked and published in Spanish and other languages. He did well until, with the same ones with which he had become a phenomenon, ended up succumbing to the competition. In a way, his success is due to his good sense of smell in the 90s; its decline, to the inability to adapt in the 2000s. This is your story. Objective: reinvent the old encyclopedias In the mid-1980s Microsoft He began to think about the idea of ​​creating a digital encyclopedia. The idea was ambitious. Those from Redmond wanted, neither more nor less, to rethink the concept and operation of a product apparently as mature and closed as the volumes that publishers’ commercials were dedicated to selling door to door. To make its debut in a big way, the multinational tried to negotiate a license with the creators of what was probably the most respected publication internationally: the Encyclopædia Britannica. It didn’t go well for them. In the 1980s, paper volumes of Britannica were sold and They left huge profits. As Enrique Dans remembershis books cost about $250 to produce and the selling price ranged between $1,500 and $2,200, depending on the quality. Why would the firm want to digitize content on a CD and risk killing the goose that lays the golden eggs? Microsoft did not give up and looked for ways to move the idea forward. He even had a name for the initiative: Project Gandalf. Some time later he closed a contract with Funk & Wagnalls to use your New Encyclopediaof 29 volumes, in a database that was created at the end of that same decade. To complete its contents, years later two other McMillan encyclopedias would be added, the Collier’s and New Merit Scholar. They were not the Britannica; but it would have to do. However, doubts arose in Redmond about whether or not the project was viable and they decided to park it. It was resumed at the turn of the decade, in 1991, when Microsoft decided to go all out. In 1993, the first edition of the Encarta Encyclopedia was launched, which included the 25,000 Funk & Wagnalls articles and extra material, such as images and some animations. The tool was comfortable, much more agile than the kilometric tomes and even fun, but it started with a huge mistake: the shot was centered wrong. At the beginning of the 90s there were still many houses without a PC and the marketing price was exclusive. When it came out, the Encarta cost about $400, which greatly limited its range. The cost deterred customers and was not too far from that of another competitor that was testing the same niche with a recognizable brand, Compton, which also launched your own multimedia version in 1990, with text and supports such as images and sounds. In Redmond they knew how to react and soon they were deploying a more aggressive strategy. They launched promotions that allowed you to get the Encarta for 99 dollarsthey included their CD with the Windows software package and negotiated with manufacturers to incorporate it into their computers, a tactic not unlike that used with Windows and Office. The promotion of Microsoft itself gave the final push. The new encyclopedia gained fame and began to chain editions, translate into different languages and enrich content with multimedia supports. In 1995, abridged versions of some articles were offered for Microsoft Network ISP subscribers, and starting in ’96, standard and deluxe editions began to be released, an enriched version that could be updated month by month. In 1998, its creators went one step further and acquired the rights to several electronic encyclopedias. The product was growing and, above all, it demonstrated that the sector was experiencing a clear paradigm shift. The best example: in 1996 the once powerful company Britannica ended up underselling for their difficulties. “It allows young and old to explore the world by themes and characters,” their promoters boasted in the Spanish market. And so it was, indeed. Through articles, photos, illustrations, graphs, maps, timelines, recordings, videos and even virtual tours, Encarta won over an entire generation of students. … Read more