Navision will not die

Over a year ago I wrote a blog post Microsoft is killing Navision about the effect of Microsoft’s change of the name from Navision to Microsoft Dynamics NAV. I was and I am not very happy about this name change, read my old post if want to know why.

But I just made a check up on the same statistics and basically then I can say that since one year ago, then the numbers are pretty much status quo.

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In the above graph you can see that not much has changed the last year. In fact if you look closer into the numbers, then you can see that Navision now is being searched for almost 20% more than just 2.5 months ago. And compared to when I wrote my blog post last year, then it’s only down with about 10%.

And at the same time, then you see basically no development in the number of people searching for Dynamics NAV!

How am I then reading these numbers?

Well I’m reading them as a support for my statement last year, that Microsoft is killing Navision. But I’m actually also very surprised that this is going so slow, and especially that more people are now searching for Navision than there was 3 months ago.

Maybe we need to find the answer in the global financial situation we had for the last couple of years. The companies are now starting to feel better, and they start to consider upgrading their current ERP solution. And since this is still named Navision, then that’s what they are searching for.

But basically it’s like Navision is saying “I will not die!”

How are you reading the numbers?

Comment List
  • The figures seem strange to me, but is this perhaps that Microsoft are not really interested in the "NAV" part, the money was spent on the "Dynamics" brand. If you searched for Dynamics what do the figures do, or as interesting what is the Axapta - Dynamics AX comparison doing?

    I am not a marketing person so I would not like to comment on the millions spent on the branding and the reasons - but the ultimate question would be if Microsoft themselves thought it was all value for money - and as in true ERP they were analysisng the ROI and were happy with it!

  • Answered my own question. Dynamics AX above Axapta and Dynamics above NAV, but then you could probably back any argument with facts - so why let facts get in the way?!?!

  • In my case i always add the term "navision" when searching for problems/answers with Google. Because all the old entrys will be found with keyword "Navision" and not with "NAV". In my opinion adding "NAV" or "Dynamics" let the results become more generally. Maybe a more discrete analysis in technical and business searches is needed?

  • @Adam: The problem with Dynamics is that its a general term. You use Dynamics in many other situations. And even if you add Dynamics into the statistics, then it just blurs the picture even more. The name Microsoft Dynamics was introduced in 2005, but if you check the stats for Dynamics then even after this date, the searches for Dynamics continues to fall. Despite Microsoft's marketing efforts. Right now almost as many people do searches for Navision as they do for "Microsoft Dynamics".

  • @PDuck: Same for me. The fact that there are two different names makes the search results come out very bad. So just from that perspective it would have been much better if they simply had named the product "Dynamics Navision" - even if it had gotten a bit long and not look so fancy in their marketing materials. But if you have a product with over 300000 users (that's the last number I heard a few years ago), then you should be very careful when renaming a product.

  • Microsoft Business Solutions - Navision/NAV That was the first incarnation.

    The traffic is kind of irrelevant because of the number of existing users searching for resolutions to exisitng issues. Statistics are statistics and you can make them say whatever you want really :-)

    In the past three years all new customers refer to it as NAV or AX, they only know it is Navision if the consultant calls it this.

    I believe from a Microsoft perspective and the figures they publish to partners then the campaign has been a resounding success for driving new business into the Dynamics arena. Compared to where it was shortly after they took over. But then as I said, statistics are statistics, so of course the marketing department will publish the statistics showing success and nothing else!

    Jif, Cif, Marathon, Snickers, we just have to move on!

  • The same stats filtered only for this year and for the united states are even more frightening ;-)

    http://bit.ly/97S9O0

    Erik is damn right, Microsoft should  learn a few things about branding before coming up with product name.

    In 2010 you really need a coinable name, that's not a general purpose name like Dynamics.

    Navision  is a good searchable term.

    Messagefor the Microsoft marketing department :

    "What about taking an SEO 101 course ?"

  • @Adam: I know they have changed the name and most likely then it will not go back.

    And sure we just have to move on, but I'm really not sure how they can sell this as a success!

  • @Tarek:

    That's right, but try for fun to take the same statistics for Denmark. Here you can't even see any statistics for the Dynamics NAV term, but basically unchanged search volume for Navision for the last 4 years. And even funnier here. Danes don't search for Navision during their vacation in July!

    Another one thing that is actually also interesting is that if you search for Navision on Google now (compared to last year) then the first page coming up is from Microsoft and says "Microsoft Dynamics NAV (formerly Navision) | A Complete ERP Solution" - they did learn something something about SEO. But surely not enough.

  • Another year - another update perhaps? :-)

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