Feeds

Microsoft cuts 'Series' lump from Windows Phone 7

Can't, stop, self, from, fiddling

The Essential Guide to IT Transformation

It's just two months old, but Microsoft has already renamed its next operating system for Windows phones.

Microsoft's dropped the "Series" from the Windows Phone 7 Series - now the software will simply be called Windows Phone 7, according to a Microsoft team Tweet, below.

Windows Phone 7 de-Series

The Tweet gave no explanation why Microsoft is dumping the clumsy appendage, but David Webster, chief strategy officer in the company's central marketing group, did try to explain to TechFlash the thinking for inserting "Series" into an otherwise perfectly acceptable name in the first place.

Windows Phone is an OS, it's not a phone. The idea was that we needed a handle to refer to the devices that ran Windows Phone 7 - the family, in essence. Now, in a lot of the coverage and a lot of the usage cases, that context, I think, got lost. People got to thinking that the software was Windows Phone 7 Series, when really that was just an effort to refer to the devices that would be running Windows Phone 7.

No doubt the word "Series" made sense in some meeting of marketing drones who justify their existence on the value attached to the position of a comma in a sentence, or how people "connect" with a brand.

That's the kind of thinking at Microsoft that has, over the years, given us MSN versus Windows Live, and .NET on everything then .NET on just some things.

Here's to you Microsoft: keep sweating the message. ®

Build a business case: developing custom apps

More from The Register

next story
Scotland's BIG question: Will independence cost me my broadband?
They can take our lives, but they'll never take our SPECTRUM
Trying to sell your house? It'd better have KILLER mobile coverage
More NB than transport links to next-gen buyers - study
iWallet: No BONKING PLEASE, we're Apple
BLE-ding iPhones, not NFC bonkers, will drive trend - marketeers
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Speak your brains on SIGNAL-FREE mobile comms firm here
Is goTenna tech a goer? Time to grill CEO, CTO
NBN Co adds apartments to FTTP rollout
Commercial trial locations to go live in September
Samsung Z Tizen OS mobe is post-phoned – this time for good?
Russian launch for Sammy's non-droid knocked back
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Maximize storage efficiency across the enterprise
The HP StoreOnce backup solution offers highly flexible, centrally managed, and highly efficient data protection for any enterprise.