Out of Box Experience: Getting it Right First Time
http://www.frontend.com/products-digital-devices/failure-to-launch-getting-the-out-of-box-experience-right-first-time.html

Frontend Infocentre
2009

Abstract:

The out of box experience (OOBE) describes the users first interaction with a product or service. In the technology sector this first experience invariably involves plugging stuff in, installing some software and crossing your fingers in the hope that the product will work. The problem is that, in far too many cases, it doesn’t.