Jay -
You are absolutely correct that the business case must be considered, and I believe there is a good business case that can be made for MS to consider doing something to improve use and accessibility to the macro capabilities of the Office Applications.
I want to be very clear about my goal in this discussion: While I have my own personal "wish" item (that it should be easier for an ordinary user to automate a macro to execute repeatedly through
[a paragraph, a section, a page, or the entirety of] a document), my goal in this discussion is consideration, and I hope gain support, for MS to add to the macro facility of its applications a set of additional tools designed to help users "automatically"
add certain more complex functionality to existing macros so users can accomplish more with macros without having to learn programming principles.
What are those items of more complex functionality? Well, one certainly would be to cause an existing macro to repeat itself (as I already described); another might be to cause an existing macro to execute on all or a selection of documents in a folder; and
I'm sure there are others that could be added just from the experiences frequently reported by users here and on other forums.
So, what is the business case?
Well, the first thing to note is that I don't agree that a product change must be justified by showing that it will generate
additional revenues. The MS Office applications are near-ubiquitous, so there aren't many "new users" to go after and the income stream now is largely dependent on upgrade revenues. So the more correct question ought to be "will it help Microsoft convince
users to upgrade sooner than they otherwise would?"
These are mature applications and, over the past several versions, there really haven't been major additions to their functional
capabilities, and I don't think anyone really expects there will be significant functional capabilities added to any of these products. So instead of adding new functional capabilities to convince users to upgrade, the major version 'improvements' have
been to the interface and to add ways to make the products' existing capabilities easier or more accessible for users (Quick Styles, for example). So providing a few tools to make the products' macro capabilities easier and more accessible would fit in very
well with Microsoft's existing "product improvement philosophy" -- and it would be in a functional area they haven't yet tried to enhance/improve.
Of course, no one outside of Microsoft can possibly know the amount or type of resources that might be required to incorporate a set of "macro-building" tools into these applications. But I also don't think Microsoft will even begin to think about that issue
until after the right people within MS begin to hear that it's a concept they should consider.
"How would this be incorporated in the marketing of Office? Who are the intended audience,
and how would they hear about the new ability?"
I suspect the principal intended audience ought to be the decision-makers for customers deciding whether and when to upgrade from the previous version of the product(s). Certainly marketing experts would know better than I what specific message to convey and
how, but one message I think would be important to those decision makers would be something like:
"Using macros can produce significant productivity improvements for users and your business.
But we know that not every user has the time or ability to become completely fluent in the
macro language and can lose time trying to get a macro "just right"; so in the new version of
[Word, Excel, etc.] we have included several macro-building tools intended to help users quickly
make their macros more powerful and effective. That time-saving is a productivity improvement
that goes right to your bottom line."
Another audience, of course, would be users themselves (to get them to lobby their decision makers to upgrade):
"Frustrated that you can't easily get your macro to repeat execution throughout your document
or that you don't know how to automate applying your macro to several documents in the
same folder? The macro enhancement tools in the new version of [Word, Excel, etc.] are
designed to add these capabilities and others to your existing macros without you having to
research and manually code the required macro commands. It's another way that the new
[Word, Excel, etc.] can make your job easier and make you more productive."
Anyway, I do think there's a good business case for this as an area for Microsoft to improve its products and it's totally consistent with the types of "product improvements" it has to continue making to be able to convince users and their employes to upgrade.
Thanks for bringing up the commercial issue.