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Windows Phone 7: Because we want to use gadgets less?

Windows Phone 7 in and out commercial

I’m clearly missing something with the Windows Phone 7 In and Out campaign.  The idea that we need a phone to get us “in and out and back to life” can only be aimed at non-participating consumers who get annoyed about how much time their friends spend using smartphones.  I say that because if you told an iPhone, Android or BlackBerry owner that there is finally a smartphone platform that will allow them to do things quickly, they would probably laugh in your face.  I’ve used all three and none is particularly slow or onerous to use efficiently.  There’s always room for a new approach of course, but let’s see some examples in the ads to show us how great life could be, rather than just words.  Of course, there is a huge group of consumers that has not yet committed to a smartphone.  So if Microsoft’s research is telling the company that those folks would jump in if they could have something quick and easy, then perhaps this is the right message.  Problem is, I reckon that when people think about quick and easy they think about iPhone.

Neil Berman

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Nov 8, 2010 - Posted by | Analysis, Microsoft, Mobile | , , ,

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