The iPhone, Blackberry and Android phones have turned us into detached inwardly focused zombies that wander the streets putting themselves and others in danger. Enter Windows Phone 7 to save us all from this existence. Really? Seriously?
Well, the best and brightest over at the Microsoft marketing division have done it again. We all scratched our heads when they came up with the Windows Party campaign, remember that? Now, at perhaps the most pivotal moment in Microsoft's desperate attempt to become relevant in the mobile computing space of the 21st century, we get this rather subtle, somewhat humourous but not at all compelling ad campaign, at least to this tech pundit. See for yourself.
It's easy to see what they are doing here of course – the message that Windows Phone 7 will be a “very different” UI experience that will be quicker and easier to use is apparent. Truth be told, for me, this is very compelling. The Metro UI and the use of “hubs” to aggregate related content makes a lot of sense. It's similar to the excitement I recall when I first started using RSS readers to consume my web content. But I don't use RSS anymore. At least not often. The argument that what users are “faced with” now is so bad, is intellectually solid, but as usual, Microsoft fails to motivate the elephant within us – our emotion.
I don't really think anyone with an iPhone or Android device today is that unhappy with the UI and the proliferation of tiles upon tiles of applications. I may be furious that even TED.COM has decided that we need Yet Another App (YAP) to experience a website properly. Newsflash, that's what we have browsers for. But does the average user care or see the implications this trend could have on the Internet we know and love today? Of course not.
It will be interesting to see what buzz, if any this ad campaign generates to drive foot traffic to consider the Windows 7 Phone this holiday season. I am hoping that these teaser ads will be followed by more aggressive, practical displays of Windows Phone 7 in action – I would play up the XBox and gaming advantages this platform will have – start with the gamers – then move to the social network lovers. Surely Microsoft knows what they are doing here. Seriously?
Have a great rest of week and if you haven't had a chance, be sure to check out the series on IT Personal Branding – It's a ME.Brand journey! Keep Making IT Work! and have a great weekend…
