Feeds

Microsoft adopts invisible mobile pitch

The phone you won't have to fish out of the toilet

Seven Steps to Software Security

Microsoft will pitch Windows Phone 7 as the handset you don't use all the time, highlighting how people disappear into their current handsets and miss out on the real world.

Redmond is already spending a lot of money promoting Windows Phone 7, which is expected to launch in a month or so, and now it has an angle too - Microsoft will sell you the phone you don't need to use:

The narrative might be almost comical, but there is some truth to it - most of us will recognise at least one of the scenarios in the ad. Microsoft reckons it can help users avoid them by presenting everything important on the home screen - glance interfacing. So one can give a better impression of interacting with one's children while still keeping up with the office, a glance at a time.

That also means constant connectivity, which in turn requires (effectively) unlimited data and impacts battery life, but neither of those should be a problem for the corporate executive who'll likely be Microsoft's the first target.

Redmond is putting a lot into Windows Phone 7, and working hard to find some differentiation in an increasingly commoditised market - one can imagine the marketing meeting that decided that the status screen is the killer feature, and how to promote that. It will be interesting to see if the public agrees. ®

The smart choice: opportunity from uncertainty

More from The Register

next story
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
GoTenna: How does this 'magic' work?
An ideal product if you believe the Earth is flat
Telstra to KILL 2G network by end of 2016
GSM now stands for Grave-Seeking-Mobile network
Seeking LTE expert to insert small cells into BT customers' places
Is this the first step to a FON-a-like 4G network?
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
BlackBerry: Toss the server, mate... BES is in the CLOUD now
BlackBerry Enterprise Services takes aim at SMEs - but there's a catch
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
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.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.