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

Long, Frank
Frontend Infocentre
2009

Abstract:

The out-of-box experience (OOBE) describes the user's 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.