Feeds

Microsoft cuts 'Series' lump from Windows Phone 7

Can't, stop, self, from, fiddling

Top three mobile application threats

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. ®

Combat fraud and increase customer satisfaction

More from The Register

next story
Virgin Media so, so SORRY for turning spam fire-hose on its punters
Hundreds of emails flood inboxes thanks to gaffe
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
AT&T threatens to pull out of FCC wireless auctions over purchase limits
Company wants ability to buy more spectrum space in auction
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
Facebook splats in-app chat, whacks brats into crack yakety-yak app
Jibber-jabbering addicts turfed out just as Zuck warned
Google looks to LTE and Wi-Fi to help it lube YouTube tubes
Bandwidth hogger needs tube embiggenment if it's to succeed
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.