With initial iPhone 4 weekend sales pegged at potentially 4 million units, I’m reflecting on Microsoft’s failure to generate much excitement (or sales) from their competing Windows Phone 7 platform. And, as the freshest mobile experience on the market, the reception surely has been a failure.
Microsoft’s first, primary, and ongoing error is in the branding department. At launch, their arguably late Windows Mobile replacement operating system was titled “Windows Phone 7 Series” … which is saddled with a whole lot of baggage. Like Microsoft’s derivative “I’m a PC” commercials, Windows Phone sounds like a wannabe iPhone. Except I wouldn’t say Windows has the most positive connotation. For many, Windows is a relic and something we’re forced to use at work. With a large number of folks still stuck on XP, this isn’t the message Microsoft should be projecting. Quintuply so given Windows Phone actual innovative, vibrant, and fast Metro UI.
Then there’s the “Series” problem. As Microsoft doesn’t actually create it’s own hardware, a device running this software would have been known by the cumbersome and redundant “Windows Phone 7 Series phone.” While the redundancy hasn’t been entirely eliminated, Microsoft did at least streamline relatively quickly by dropping the “Series” monicker. But it’s all still too pedestrian and not reflective of their software experience. Would anyone have bought a Windows Gaming Console? Boo-ring! But Microsoft “Xbox” on the other hand exudes mystery and sex appeal. And happens to sell quite well. I’m left wondering why they weren’t as aggressive when rebooting the mobile experience. I’d say it’s a lack of vision. Yet, Metro’s execution indicates otherwise. So perhaps this is the result of branding by committee and they decided on something safe.
