Windows Mobile 7 Ads - So Revealing

Ads are pure projection.  They tell you exactly what the company wants to tell you.

With a little digging, they also tell you a lot about the company and the product.  

The average corporate ad has been reviewed, previewed, improved, debated, trashed, revived and diminished by so many people that it becomes almost purely a creature of the veto process it had to survive.

What does the new Windows Mobile 7 ad tell us about what Microsoft wants us to know, and about Microsoft?

The ad contains scene after scene of people absorbed by their phones, and therefore ignoring the people they are with, and the context they are in, with comic and sometimes disastrous results.  In the final pitch frame, Microsoft touts Windows Mobile 7 as being designed to get you in and out of your phone more quickly.  "It's time for a phone to save us from our phones".  It's a cute, clear, engaging, well-made ad.

So, what Microsoft wants to tell us is that we use our phones too much, and that I should buy a new phone so that I can use it less!  Once I have this better phone, I'll have a better life, because I will be more efficient and won't be such a social bonehead.  Or, perhaps, the ad is really aimed at the gift buying significant others who are going to get me that new more efficient phone so that I'll have more time to pay attention to them.

So, a better phone gets used less?  This flies against user satisfaction surveys that say that the iPhone has both the highest usage and the highest satisfaction ratings.  Still if you are really differentiating based on "efficiency" this is a pretty clear message.

On the other hand, what is this ad telling us about Microsoft?  

It's telling us that they are scared and disapproving.  They see a world full of people with a more intimate relationship with other companies' products than with the people in their lives.  They see the allure of these competitors' products as a huge problem, a pernicious, dehumanizing force, a burden to be lifted.  They see users as addicts, to other pushers' drugs.  No wonder they are jealous.

"A phone to save us from our phones".  Let's add in the missing words:  "A (Windows) phone to save us from (y)our (Apple, Android, Blackberry) phones".  So, is Windows Mobile 7 the equivalent of methodone, or a nicotine patch?  Use it, but you'll use it less?  

Of course you'll use it less - there are so few apps.

Perhaps by Windows Mobile 9, it'll be so perfect, you'll never use it?

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Reader Comments (3)

I OWN ONE OF THESE PIECES OF SHIT!!!!!!!! The foregoing is the unadulterated truth. Salespeople (or even MS) of WM7 devices are committing fraud. If I call it "feces", someone won't delete this post. But, WM7 doesn't deserve the word "feces" as a description.

I’ve been a loyal MS developer and WM customer FOR YEARS. WM7 IS ABSURD.

I bought it because I think ATT injected my Win Mobile 6.0 Tilt phone with something during the Time Change (it killed a daughter’s the same night!)

Being a software developer for nearly 3 decades: BELIEVE IT WHEN I SAY:Unless you are a brainless piece of poop, the only thing this phone is going to do FOR BUSINESS USERS IS:
1) Email (If you can figure out how to get it to work with your exchange server)
2) Surf
3) make phone calls.

That’s it.


I have had enough of this piece of shit — Win Mobile 7 LG Quantum. I’ve had it for several hours now. I don’t want to waste any more of my time.

Win 7 IS A PIECE OF DOGSHIT. WM7 goes beyond SUCK.

Read your state laws on implied warranties and fitness for a particular purpose. I see a class action coming… And I *will* solicit a couple of attys to spearhead the action. Give me a refund OR ELSE. I ain’ paying ATT $35 dollars restocking fee to test out MS software.

November 16, 2010 | Unregistered Commenterwm7sucks

At least people are passionate about it. Won't get disregarded ala Kin. :)

November 22, 2010 | Unregistered CommenterBharath Modayur

just excellent windows mobile 7 ads blog post,i like your hard work.

December 1, 2010 | Unregistered Commentersussane

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