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Microsoft Dials Up An Emergency MobileOctober 12, 2010 – 7:42 pm |
 Abdul Fattah Ismail |
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Yesterday, Microsoft released their new smartphones to the public, hoping to rectify the errors of past mobile marketing campaigns. The failure of Kin was so steep that the software board of directors slashed CEO Steve Ballmer’s annual bonus. The nine phones introduced at a launch event in New York all operate with Windows 7 software, and the promotional campaign, according to executives, will be stuffed with urgency. The urgency comes from a smartphone market that is beginning to solidify itself with the iPhone, Android, and Blackberry models on top, while others look to tackle the network portals and application definitions. These companies also are gaining developers by the day.
In terms of marketing strategy, Microsoft is selling the new smartphones as the antithesis of the modern smartphone, labelling them as distractions in today’s life rhythm. They are using large tiles on the web interface rather than the small application icons favored by the marketplace. The phones also look good to some designers’ naked eyes, and that has hardly been a characterization of Microsoft products. In a softer tone, Microsoft is still selling their ability to utilize and streamline information with their software. Although the phones have been lauded in technology circles, it remains to be seen if Microsoft can not only differentiate their brand in a saturating market, but also remove the mobile strategic failures of the past from the public consciousness. This time, they’re fighting back, but the challengers are full speed ahead.
