of my favorite topics was and is how Microsoft is standing behind its own
smartphone operating system and there's no doubt - Microsoft is still believing
in Windows Mobile what is known since yesterday as Windows phone. And when
Microsoft unveiled Windows phone back in February, the company opened the event
with a "Start
your Windows Phone" video which had the potential to become a TV spot.
However, unlike Apple, Nokia, Sony Ericsson or Samsung, Microsoft isn't
manufacturing and selling its own phone but it's just selling the operating
system and services around to carriers and handset manufactures.
Therefore Microsoft was always partnering with carriers and manufactures and
relied on the partners marketing spending. Nevertheless, if you partner with a
carrier or manufacture, you never get the attention for your product since these
partners have plenty of products. Therefore, Microsoft never caught the
attention for Windows Mobile which it might deserved in the past already.
Anyway, with yesterday's official launch of Windows phone, Microsoft also
decided to re-work its Marketing strategy and launched - first time in its
history - its own Windows phone ATL campaign with TV spots:
While there might be an app for every situation on other smartphones, in its
TV campaign, Microsoft is focusing on the well known and widely used PC apps and
and services (like Outlook, Office, Windows Live and Twitter)
a Windows phone user doesn't have to leave home (or in the office) if he leaves.
It might not be the most emotional sport (I still think an only internally used
this explains the connected Microsoft way better), but at least it's a start
into the right direction and better than co-branded ads on airports, as we have
seen them in the past.
According to Microsoft, the new TV sports on air since yesterday in North
America and Europe and will always show a Windows phone and carrier at the end
of the spot.
Cheers ~ Arne