Windows Phone changes marketing strategy but will it work?

Microsoft went all out with the launch of Windows Phone 7 in 2010. It released several smartphones all at once and paid directly for a lot of its marketing and PR to help promote its new mobile operating system. But a year later the results have been disappointing with Windows Phone 7 sales still well behind the two leaders, Apple's iOS/iPhone and Google's many Android-based phones.

Today Microsoft launched a new promotional effort for Windows Phone in New York City, complete with a 55 foot tall Windows Phone display. But News.com reports that instead of putting a lot of eggs into one basket like last year, Microsoft will stagger the release of new Windows Phone devices over the next few months. That includes new smartphones from Samsung and HTC for the holidays in the US.

It also will allow smartphone makers to assist more in the marketing and promotion of their own smartphones. An example of that can be seen in a recent TV ad for HTC's Radar phone which you can see above. The commercial shows the Windows Phone 7 interface in action but only directly shows that Microsoft is involved at the very end.

Windows Phone head Andy Lees claims that the company is actually spending more money to market Windows Phone to the public but is spreading that effort out over a longer time period. But will that effort really work in the end? If anything the smartphone industry is even more competitive than last year, especially with the sales success of the iPhone 4S and the upcoming launch of Android 4.0 on the Galaxy Nexus.

Microsoft can spend a lot of money to make a big replica of a Windows Phone product in New York City but will that really get people to buy the real thing in the face of all the other, and better known, choices they can make for their smartphone buying dollar? The jury is still out on that decision.

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Yup. My wife and I are getting HTC Radar. Mine is coming next week, and I have played with it at T-Mobile dealer and wow... much better than my sister's iPhone 4. Very responsive and smooth. IE loads real fast. Impressive. Very happy with the purchase.

I like the new ads. I think it will help new customers see what WP can do... It's a great OS if people give it a shot.

Neowin can spend a lot of time and money to make MS-bashing articles, but will that really get people to visit the site in the face of all the other, less biased websites? The jury is still out on that decision.

Neowin, you are really dropping the ball. The writing was better when you had less paid writers. Use the wayback machine, read some articles from the 2007-2008 era and get a grip on your writing.

the only problem i have with these add's is that they don't emphasize how deeply integrated "FACEBOOK" is, they really need to push this, it'll give them some sales

This again?

Do a search for 'metro ui' and read up on the design language. I don't have it in me to explain what's been explained countless times by countless other people over a year ago.

Joshie said,
This again?

Do a search for 'metro ui' and read up on the design language. I don't have it in me to explain what's been explained countless times by countless other people over a year ago.

Dont feed the troll, he trolls in every WP7 topic.

I still don't understand why microsoft didn't add the possibility to use the phone as a usb memory and files transfer via bluetooth... these two features are blocking many people from buying it. It's not the UI, apps number ect.... main problems are those two stupid features (from what i've heard talking with colleagues and friends).

fenderMarky said,
I still don't understand why microsoft didn't add the possibility to use the phone as a usb memory and files transfer via bluetooth... these two features are blocking many people from buying it. It's not the UI, apps number ect.... main problems are those two stupid features (from what i've heard talking with colleagues and friends).

If that's true its probably because is supports skydrive out of the box... who really cares about that anyway...

I really don't understand all this sudent MS Hate, they are still the best and bigger software maker in the world i don't know whats people problem...
Did anyone look around for the complete feature and collection of software from the enterprise to the consumer level, the amount of integration and the overall quality... of course in an ambient like this without comparable not everything is perfect, but i would give them a 95%+ approval rate...

look at Google, does Google has any really good product... except for the search and even that is annoying sometimes....

android is joke, the only reason is selling is marketing not quality, if u want quality u go apple...

gmail... they couldnt even implement the folders feature....

goggle docs... lets not even talk about it....

chrome is not bad but since IE9 we cant really say one is better than the other... i use both depending what I'm doing... most of the time i have both opened...
lately i notice chrome has a slight delay on the interface (not page loading)...

what the about the amount of failed projects in a short period of time....

But i have to say a big important thing I fully trust Microsoft and i don't feel the same way about Google

Judging by the dire tone in this article and the general bias in the tech press and carrier stores, I say nothing will work for WP7 despite the actual merits of the OS.

Yes, with a website name like "Neowin", you'd think that they'd be more promotional. Instead it seems like it should be called "Necrowin", since the tone is decidedly dismal. Paul Thurrott is probably the most fair in presentation of shortcomings of Microsoft & Windows Phone of all the self-proclaimed cheerleaders (although I'm probably a close second).

ScubaDog said,
Yes, with a website name like "Neowin", you'd think that they'd be more promotional. Instead it seems like it should be called "Necrowin", since the tone is decidedly dismal. Paul Thurrott is probably the most fair in presentation of shortcomings of Microsoft & Windows Phone of all the self-proclaimed cheerleaders (although I'm probably a close second).

Citation please?

Kirkburn said,
I'd rather an unbiased news source, regardless of its focus.
yet it seems people are asking for the site to be bias towards Microsoft. That would be ok?. I don't see a problem with the article personally. I feel the same thing, erecting a giant windows phone wont encourage users to switch, it's just opinion.

Byron_Hinson said,
yet it seems people are asking for the site to be bias towards Microsoft. That would be ok?. I don't see a problem with the article personally. I feel the same thing, erecting a giant windows phone wont encourage users to switch, it's just opinion.

Disagree...that's not what we're asking for at all.

It seems that it's a guilty til proven innocent approach being taken.
It's as if it doesn't matter what marketing MS do, it's not going to be good enough for you lot. It's a HUGE difference than in the past.

LLTC said,
It seems that it's a guilty til proven innocent approach being taken.

I think it's more like unknown until proven successful. (Don't get me wrong, I'd like for WP7 to succeed)

I actually saw this last night for the first time. Have to admit it caught my eye. Even as an Android user I like it. No not enough to want to change from my SGS2 but it was very cool.

Enron said,
Siri told me to buy a Windows Phone, so that's what I'm going to do.

More like "Siri, do you think I should buy a Windows Phone?" "..." "I'll take your silence as a yes!"

Now that they are reaching a much broader audience, windows phone will be a huge contender. I definitely think Windows Phone will snatch up lots of sales from the competition this holiday season.

micro said,
Now that they are reaching a much broader audience, windows phone will be a huge contender. I definitely think Windows Phone will snatch up lots of sales from the competition this holiday season.

I agree. It is in a position to grow by leaps and bounds. I think that the landscape will be very different in a couple of years.

Yes, it will work.

BTW, this new "I hate MS" neowin is "teh suck".. wth happened here? Just nothing at all positive left making news on the home page and some of the editors have a beef with everything MS.. meh

spudtrooper said,
Yes, it will work.

BTW, this new "I hate MS" neowin is "teh suck".. wth happened here? Just nothing at all positive left making news on the home page and some of the editors have a beef with everything MS.. meh

Dude I was thinking that right before I read you comment. Spot (ify) on.

spudtrooper said,

BTW, this new "I hate MS" neowin is "teh suck".. wth happened here? Just nothing at all positive left making news on the home page and some of the editors have a beef with everything MS.. meh

I'm with you on that. A couple of John's articles are like that lately.

spudtrooper said,
Yes, it will work.

BTW, this new "I hate MS" neowin is "teh suck".. wth happened here? Just nothing at all positive left making news on the home page and some of the editors have a beef with everything MS.. meh


Truth hurts

recursive said,

Truth hurts
blah blah blah. If MS was so bad and so "teh suck" then they would not be in the position they are in.

The economy sucks so bad even page hits are taking a beating. So drive hits by posting "MS hate", it always works. Look at all the Apple rumors/FUD... that worked to didn't it?

zeke009 said,
blah blah blah. If MS was so bad and so "teh suck" then they would not be in the position they are in.

The economy sucks so bad even page hits are taking a beating. So drive hits by posting "MS hate", it always works. Look at all the Apple rumors/FUD... that worked to didn't it?


You mean with a whopping 2% marketshare for WP7?

LLTC said,

I'm with you on that. A couple of John's articles are like that lately.

john callaham is heavily apple biased. He really shouldn't be writing to Neowin.

spudtrooper said,
Yes, it will work.

BTW, this new "I hate MS" neowin is "teh suck".. wth happened here? Just nothing at all positive left making news on the home page and some of the editors have a beef with everything MS.. meh

I have to agree. It's becoming rather ridiculous.