Here is the TV ad for the launch of Windows Mobile 6.5. The message is clearly consumer oriented and except the outlook giant icon there is no reference to the business space which was the heart of WM target.
Apart I find this ad very ugly I believe it misses the point and is potentially dangerous for Microsoft business.
1st there is no diffrentiator. Taking along on one’s mobile all its PC/Internet world is common today. Furthermore most of the consumers know that you can get it from other platforms like the iPhone, a Symbian or an Android phone.
The main improvement of WM6.5 is its UI which is now in the pack. But there is no mention of it in this ad.
People don’t want a phone that carries the same experience as a PC and the promise of this ad is just that: get the same experience as on your home PC.
The main risk is that consumer will think this statement is reversible, I want the same experience as on my iPhone so I’ll buy a Mac instead of a PC, or worse for Microsoft, I want the same experience as on my Android phone so I’ll switch to Ubuntu or Suse for my PC.
Last but not least this ad denies the mobility capabilities of the laptop, which seems crazy when you see the growth of the 3G embedded PC segment.
This ad seems the work of a Microsoft trainee playing with the matches on a hot summer day in the middle of a dry forest…