New Windows Phone 7 ads go head-to-head with your current smartphone

Microsoft is getting ready to take to cut-throat world of internet advertising in a desperate bid to get its fledgling, and stumbling, Windows Phone 7 smartphone OS off the ground.

In leaked advertisements obtained by WinRumors, the Redmond outfit is taking on its smartphone competitors head-to-head in an attempt to convince potential buyers that the WP7 way of doing things is indeed the quickest. The ads ask game punters to pit their existing phones against WP7 in some simple tasks to see which proves the best at getting you back to what's happening around you - not unlike the original WP7 ads that aired on TV around the platform's launch in late 2010.

The tasks Microsoft wants users to attempt are fairly simple ones, ranging from taking a photo and uploading it to Facebook, to checking your Xbox Live achievements and feature an overly-excited voice-over to help guide you along the way.

As you'll notice in the video imbedded above, there is also a placeholder for 'your phone'. WinRumors believes this area will be replaced with common smartphone models as and when the ads go live, so its entirely possible favourites such as the Apple iPhone 4 and Google/Samsung Nexus S could be up against WP7 in an ad. near you soon.

It's clear Microsoft isn't going to settle for Windows Phone 7 slipping into mediocrity just as its predecessor did - but perhaps less time working on adverts and more on making sure the system's update procedure worked might be wise!

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"WinRumors believes this area will be replaced with common smartphone models as and when the ads go live".

I think the placeholder is just a symbol for the viewer's phone. It's an "interactive" ad in that you get your own phone and do the challenge at the same time. I have an iPhone so I'm not going to care if WP7 is faster than a BlackBerry at a certain task. I want to know if it's faster than MY phone.

Quote: "in a desperate bid to get its fledgling, and stumbling, Windows Phone 7 smartphone OS off the ground."


i thought that it was doing well according to reports that I've read. Am i reading them wrong? Is it fledgling?

Ently said,
Ok I have another challenge.

How fast can you copy and paste?

Ohhh wait

Thats a good one but Windows Phone 7 WILL still copy and paste sooner than that iPhone did but Andrioid has WP7 beat on that one.

Ently said,
Ok I have another challenge.

How fast can you copy and paste?

Ohhh wait

Ohhh wait... you can. It's coming in a update.

ekw said,
how do i add favorite location? i didnt know we can do that.

In the map app, either find a location using the search or hold down your finger until it finds a place. Tap the black title, and it should flip to a place where you can see a map tile with a little black pin on it. On the bottom of the screen, there should be a little pin icon. Tap that, and it will add it to the bottom of your live tiles.

I think they could have shown the tasks on the WP7 take a little longer. They would still be faster than any other phone out there. But hey, these are ad agencies so I don't blame them..

I have to say, these ads do look cool.

it's a move in the right direction and i applaud ms for putting the device front and center. for 3 months i've been a 'lurking' potential buyer looking to upgrade from my 3-year old tytn2... bought wife an iphone a year ago and she likes it as a first smartphone experience. android or roll the dice on wp7? in taiwan, there are only 2 available devices - mozart and hd7 - in english, so you get funny looks from people when you mention wp7. iphone is where palm was 4-years ago... chique and infectious. but iphone users joke with me "yeah, it looks nice, but good luck using it to make phone calls... they wish they'd gone android. android is the new 'king' in this community -- offers all the flexibility of wm5/6 plus takes it to the next level. almost fell for all the negative hype surrounding wp7 and figured choice was between android or iphone. then, 3 weeks ago after setting up itunes on my wife's computer and how 'restricting' it is, i decided to download zune and give it a spin... then i discovered zune pass... a week later, the hd7 was in my hands and been lovin' it ever since. super smooth, nimble, 0-lag, plus a ton of 'common sense' features like 'attentive phone', seemless integration with exchange, onenote syncs via sharepoint, and the fantastic battery life (50% remaining aftere 12 hour work day). Remaining negatives: miss google maps (bing maps suck in taiwan) and waiting for spb to publish their new wm7 spb wallet app. I don't miss cut 'n paste and yes virginia, it does selective multi-tasking (e.g., zune). cheers y'all!

Think you could slip anymore ****ty jabs in there OliverHaslam? There is almost a full paragraph there missing one.

Loads said,
Think you could slip anymore ****ty jabs in there OliverHaslam? There is almost a full paragraph there missing one.
I fail to see the "****ty" jabs; care to elaborate?

I'm pretty sure that if you're used to your phone you can do all of those things about as fast on your own phone. WP7 just has the advantage it's very consistent across phones, and the fact that it's just always fast, unlike Android for example that gets slower with some custom UI's...

How fast can you connect to a Wireless network with a hidden SSID?
Oh! wait Windows 7 phone can't do it.

How fast can you install your own compiled app.
Oh! wait Windows 7 phone can't do it. you have to pay $100 dollars.

How fast can ....

figgy said,
How fast can ....

Can you do things you'd typically do on a phone frequently every day? Maybe those are the question they're addressing here?

Adverts are pretty good good, might be wort also getting something similar on TV at some point where these are done, though "desperate bid", "stumbling" and "on making sure the system's update procedure worked" and slightly irksome, especially seeing as the advertising is done by contractors who funnily enough don't make the update system @__@ But hey I get the point and it's probably tounge-in-cheek I guess :L

figgy said,
How fast can you connect to a Wireless network with a hidden SSID?
Oh! wait Windows 7 phone can't do it.
Isn't hiding SSID useless anyway?

figgy said,
How fast can you connect to a Wireless network with a hidden SSID?
Oh! wait Windows 7 phone can't do it.

How fast can you install your own compiled app.
Oh! wait Windows 7 phone can't do it. you have to pay $100 dollars.

How fast can ....

How many consumers do you think will need to "connect to a hidden SSID" or "compile his/her own app".

I am sure your mom or dad would want to take a photo of their kids/grand kids and upload them to facebook more than connect to a hidden SSID and compile their own app.

We techies take ads as if they are for us. No, these ads are meant for normal consumers for whom, the less tech they have to learn, the better.

Now, you want to try that again?

Exactly, nobody wants to compile their own app... It's funny how the first comment was about how people really want to see their Xbox Live Achievements in a hurry and then you troll about how fast can you compile an app, oh you need to pay 100 dollars...It's like seriously?

Microsoft cannot slim down WP7 enough that you can't see Xbox Live Achievements and stuff like that, and then bloat it up with crap like hidden SSIDs, proxies, debuggers, etc, all built-in. If you expect your phone to have all that built-in and ready to go, you're insane!

People want to game with their new device and have fun, get things done fast, and still make calls. If you think that is too much for you in your hurry, or you think it isn't enough and it needs all that other crap the Average Joe wouldn't need, well you aren't looking at the right place.

The ads are targeted at the consumer, not a software professional. If they wanted to target software professionals with their ad campaign, it would be a very different ad...

epk said,
Isn't hiding SSID useless anyway?

Not when your job has one or you're in a hospital with one. There are many places with hidden SSIDs.

figgy said,
How fast can you connect to a Wireless network with a hidden SSID?
Oh! wait Windows 7 phone can't do it.

How fast can you install your own compiled app.
Oh! wait Windows 7 phone can't do it. you have to pay $100 dollars.

How fast can ....

How fast can an iPhone or Android phone run Word, Excel, Powerpoint? Oh wait, they can't...
How fast can you play an xvid, vc1 video, also with GPU acceleration? Oh wait, you can't...

Seriously, we could go back and forth on crap like this all night long...

thenetavenger said,

How fast can an iPhone or Android phone run Word, Excel, Powerpoint? Oh wait, they can't...
How fast can you play an xvid, vc1 video, also with GPU acceleration? Oh wait, you can't...

Seriously, we could go back and forth on crap like this all night long...

Exactly: how fast I can sync my One Note, Word, Excel docs or Outlook with my desktop? Oops I cannot and not everybody is just interested in FB; there are people, a lot of them, that either by company standards or by law are not permitted to sync using Skydrive or other wireless means.

Did not MS took off the ability to wirelessy sync your device using Active Sync for security reasons?

Do not get me wrong, there are a lot of people happy to sync everything over the air but there are also many who either cannot or simply do not like and do not want to do it that way. The key of the Windows OSes success has always been "flexibility and ability to choose how to do things"; regrettably, at least for now, WP7 lacks these two fundamental capabilities.

Quigley Guy said,
Very nice ads... Good work Microsoft.

Yes! especially because at the bottom it clearly states the "phone demonstrations have not been simulated" where as the Iphone commercials always say "sequences shortened"!! LOL

Stumbling? The hell? Did anyone in the tech world expect tens of millions of people to throw out their iPhones and break their carrier contracts to get a WP7 within the first couple months of its availability?

It would've been humorous to have seen the same sort of thing a few years ago. The iPhone ... yes, lots of people have bought them, but not everyone (!) has one yet, so we'll call it tenuous.

smot said,
Stumbling? The hell? Did anyone in the tech world expect tens of millions of people to throw out their iPhones and break their carrier contracts to get a WP7 within the first couple months of its availability?

It would've been humorous to have seen the same sort of thing a few years ago. The iPhone ... yes, lots of people have bought them, but not everyone (!) has one yet, so we'll call it tenuous.

Does anyone remember the price drop on the original iPhone? or the "your holding it wrong"? or how "you have to jailbreak it to get the cool features you want"? or "the ever changing policies of Appstore"? the ever changing position of Mr Jobs on things? He clearly says "this is the new iPhone, we hope you will love it as much as we do"? What does that tell you? He doesn't care about you, he only cares about what he thinks is cool and hope you will also like it and buy it. Antennagate? I don't care if it doesn't work for u, it must be your fault. That's iApple for you.

Basically, iPhone screams to say "look at me, keep looking at me all day long, I have these sexy cool features", but the whole idea of WP7 is that it get things done quicker and then gets out of your way.

No one is going to dump their contracts and throw away phones. (ahm verizon iphone) but its all about building up customer choices, especially when customers are looking for choices and I am glad more WP7 and android devices are coming out.

dhaval001 said,

He clearly says "this is the new iPhone, we hope you will love it as much as we do"? What does that tell you? He doesn't care about you, he only cares about what he thinks is cool and hope you will also like it and buy it. Antennagate? I don't care if it doesn't work for u, it must be your fault. That's iApple for you.

That's how it should be. I'm a WP7 user, but I can totally get behind the philosophy of designing the best product you possibly can. Do you really prefer focus group driven design by committee?

I dunno about iOS but I ran through the same tasks on Android and it seemed just as quick, well except for the achievements one This isn't to diss WP7 as it seems just as quick but I can't see too many Android users seeing this as a radical improvement.

Hollow.Droid said,
I dunno about iOS but I ran through the same tasks on Android and it seemed just as quick, well except for the achievements one This isn't to diss WP7 as it seems just as quick but I can't see too many Android users seeing this as a radical improvement.

really? there is a photo button on android to auto start the app? I think they are more taking a shot at Iphone and especially blackberry..

Hollow.Droid said,
I dunno about iOS but I ran through the same tasks on Android and it seemed just as quick, well except for the achievements one This isn't to diss WP7 as it seems just as quick but I can't see too many Android users seeing this as a radical improvement.
These things can only be done so fast and the speed of anything requiring an internet connection is going to be based on whether or not you have good signal or are connected to wifi. They seem to leave these things out.

Hollow.Droid said,
I dunno about iOS but I ran through the same tasks on Android and it seemed just as quick, well except for the achievements one This isn't to diss WP7 as it seems just as quick but I can't see too many Android users seeing this as a radical improvement.

Sadly have to disagree, tried this on various Android phones and Android versions.

Launching the Camera App is NEVER 'instant' like it is on WP7. Also the autofocus speeds, saving the picture speeds are several times slower than WP7. Then there is the Opening the Gallery, again, several times slower. The Share Menu and selecting Facebooks is there, but again, not as fast.

And this is assuming the camera doesn't do a FC, become hung, or just become horribly unresponsive, which is sadly all to common on a lot of Android devices. A camera should just work and work fast, this is not something Android yet can consistently do.

iPhone is a bit better than Android at speed, but again, nothing like WP7 that serious is 'instant'.

With my CM7 Desire, turning on the phone, long-pressing the search key to bring up the camera, taking a near-instantaneous shot of nothing as the guy in the video did, hitting share, then stopping the timer as I hit facebook came out at around 12-13 seconds.

When I'm laying on my death bed, one of my greatest regrets will clearly be not having WP7 so I could have won an utterly pointless speed competition which has no bearing on real-world phone usage. I'll never get those two seconds back, not to mention all the seconds I lost typing up this comment. Then we must consider all the seconds you all have spent reading this! Now we're in a real predicament.


Oh wait, I forgot. No one cares if you can save a few seconds.
Windows Phone 7. In, out, and back to your life... killing time reading comments like this one on Neowin.

thenetavenger said,

Sadly have to disagree, tried this on various Android phones and Android versions.

Launching the Camera App is NEVER 'instant' like it is on WP7. Also the autofocus speeds, saving the picture speeds are several times slower than WP7. Then there is the Opening the Gallery, again, several times slower. The Share Menu and selecting Facebooks is there, but again, not as fast.

And this is assuming the camera doesn't do a FC, become hung, or just become horribly unresponsive, which is sadly all to common on a lot of Android devices. A camera should just work and work fast, this is not something Android yet can consistently do.

iPhone is a bit better than Android at speed, but again, nothing like WP7 that serious is 'instant'.

Perhaps time you tried a modern device? Also, FC are common? Where did you hear that? I've only ever had FC when experimenting with alpha state ROMs or new experimental features. If you run a stock ROM (Or one of the numerous stable ROMs) then chances are you'll rarely ever see a FC.

You may think it's quicker but a large part of WP7 is the transistions. Side by side with a comparable Android device they are actually just as quick. With minor tweaking through the spare parts app (Or flashing your own transitions) Android can be even furthered hastened. Or turn off transitions/animations altogether if those milliseconds are so important

losershawn said,
With my CM7 Desire, turning on the phone, long-pressing the search key to bring up the camera, taking a near-instantaneous shot of nothing as the guy in the video did, hitting share, then stopping the timer as I hit facebook came out at around 12-13 seconds.

When I'm laying on my death bed, one of my greatest regrets will clearly be not having WP7 so I could have won an utterly pointless speed competition which has no bearing on real-world phone usage. I'll never get those two seconds back, not to mention all the seconds I lost typing up this comment. Then we must consider all the seconds you all have spent reading this! Now we're in a real predicament.


Oh wait, I forgot. No one cares if you can save a few seconds.
Windows Phone 7. In, out, and back to your life... killing time reading comments like this one on Neowin.

Are you sure no one cares about saving time? I'd say you're wrong because Speed is all the major browsers compete on. I'd argue that speed is very important especially considering the fact that the difference in speed between the major browsers is counted in milliseconds because they are all fairly fast compared to the browsers of the 1990s.

So are you saying speed is important when you are browsing but not when you're trying to accomplish other tasks?

thenetavenger said,

Sadly have to disagree, tried this on various Android phones and Android versions.

Launching the Camera App is NEVER 'instant' like it is on WP7. Also the autofocus speeds, saving the picture speeds are several times slower than WP7. Then there is the Opening the Gallery, again, several times slower. The Share Menu and selecting Facebooks is there, but again, not as fast.

And this is assuming the camera doesn't do a FC, become hung, or just become horribly unresponsive, which is sadly all to common on a lot of Android devices. A camera should just work and work fast, this is not something Android yet can consistently do.

iPhone is a bit better than Android at speed, but again, nothing like WP7 that serious is 'instant'.

Unfortunately on WP7 you have to manually adjust the camera settings each time you want to take a picture; settings are not saved.

NPGMBR said,
I'd argue that speed is very important especially considering the fact that the difference in speed between the major browsers is counted in milliseconds because they are all fairly fast compared to the browsers of the 1990s.

Browsing wasn't in these time trials, they were four completely non-real-world activities. (Really, who takes a picture instantly after loading the app, barely aiming, then decides that it *must* go on facebook immediately? How about directions home? Thankfully, I had the foresight to remember where I live. Email everyone on my list that I'm running late for work? No, that requires an actual phone call, and only to my boss, not everyone.)

Although if you want to change the subject and talk about browsing, sure. Would you change to a browser that had less functionality because it was faster than all the others, by 2 milliseconds? I sure wouldn't. Maybe my life isn't exciting enough that I need to inconvenience myself in the hopes of treasuring a few spared milliseconds of it. How unfortunate.

thealexweb said,
Yeh because we all want to check our Xbox Live achievements when we're in a hurry xD

You may wish to tell some iOS developers. Apps to check your gamer score seems quite popular. But you don't do it, so no one else wants to, right?

thealexweb said,
Yeh because we all want to check our Xbox Live achievements when we're in a hurry xD

You failed to mention how the ad might cause someone to think Windows Phone 7 is better because it takes fewer steps to take a picture and post it to FaceBook! What about the calendar feature or the Maps feature? The point is WP7 allows you to get the job done faster. Microsoft is saying to consumers......(This is why our phone is better) Why does that **** you off?

If you're gonna be an ass you might as well address every point about the ad that you don't like. I would think you'd be happy they're trying to compete but the truth is that you hate them for competing. You hate them for trying to do something different and you hate them because WP7 might have the edge up on your favorite device and it kills you, absolutely kills you to see that happen!

I think a more practical scenario might be to check who's playing what games right now. It would make it easy to see if it's worth firing up the Xbox, or if you're just going to be stuck playing with 12-year-olds in matchmaking.

thealexweb said,
Yeh because we all want to check our Xbox Live achievements when we're in a hurry xD

and since that was only one out of four?? you dont use your camera i guess too? or did you just not want to accept that WP7 is faster at that?

random_n said,
I think a more practical scenario might be to check who's playing what games right now. It would make it easy to see if it's worth firing up the Xbox, or if you're just going to be stuck playing with 12-year-olds in matchmaking.
This is a good point, it would make my decision on whether or not to turn on my XBOX a lot easier if I could see who's online with a few taps of my finger.

NPGMBR said,

You failed to mention how the ad might cause someone to think Windows Phone 7 is better because it takes fewer steps to take a picture and post it to FaceBook! What about the calendar feature or the Maps feature? The point is WP7 allows you to get the job done faster. Microsoft is saying to consumers......(This is why our phone is better) Why does that **** you off?

If you're gonna be an ass you might as well address every point about the ad that you don't like. I would think you'd be happy they're trying to compete but the truth is that you hate them for competing. You hate them for trying to do something different and you hate them because WP7 might have the edge up on your favorite device and it kills you, absolutely kills you to see that happen!

+1 +1 +1 +1 +1 +1 +1

thealexweb said,
Yeh because we all want to check our Xbox Live achievements when we're in a hurry xD

Anyone else notice that right after he emailed everyone the prewritten running late message, rather than rushing to make the meeting on time he went back to "what he enjoys most" - exercising with handgrips.

NPGMBR said,

You failed to mention how the ad might cause someone to think Windows Phone 7 is better because it takes fewer steps to take a picture and post it to FaceBook! What about the calendar feature or the Maps feature? The point is WP7 allows you to get the job done faster. Microsoft is saying to consumers......(This is why our phone is better) Why does that **** you off?

If you're gonna be an ass you might as well address every point about the ad that you don't like. I would think you'd be happy they're trying to compete but the truth is that you hate them for competing. You hate them for trying to do something different and you hate them because WP7 might have the edge up on your favorite device and it kills you, absolutely kills you to see that happen!

My mother has a WP7 and sure as hell she is never going to need to check her XBox score, maybe the anger and rage built up playing Halo needs to be released in other ways me thinks....

Depicus said,

My mother has a WP7 and sure as hell she is never going to need to check her XBox score, maybe the anger and rage built up playing Halo needs to be released in other ways me thinks....

Actually I have no need to check mine either and I've never have. On the other hand I have already used the map feature and the pic posting feature. While the XBox achievements may not be used by everyone the feature is there for those that will like it and its the little things like that that differentiate WP7 from its competition.

Thats the whole point of competition right....I bet your ass if MS had a similar UI to iOS or Android you'd be charging them with copying.

NPGMBR said,

You failed to mention how the ad might cause someone to think Windows Phone 7 is better because it takes fewer steps to take a picture and post it to FaceBook! What about the calendar feature or the Maps feature?

Please tell me about Calendar........ No week view, unusable Monthly view, no ability to categorize appointments, no tasks.........

While I have and use a WP7 device I am not a blind zealot and I can see its limitations; if MS will fix them ASAP I think WP7 will grow but id the pace to fix the shortcomings will be the same they are adopting for other updates I am afraid that MS will have a lot of trouble down the road.

Fritzly said,

Please tell me about Calendar........ No week view, unusable Monthly view, no ability to categorize appointments, no tasks.........

While I have and use a WP7 device I am not a blind zealot and I can see its limitations; if MS will fix them ASAP I think WP7 will grow but id the pace to fix the shortcomings will be the same they are adopting for other updates I am afraid that MS will have a lot of trouble down the road.

Yeah, the calender is rather lacking, I hope for a good app to come out and replace it.