Microsoft's Windows Phone 7 potential marketing pitch: 'I'm a phone too'

Microsoft's Windows Phone 7 potential marketing pitch: 'I'm a phone too'

Summary: Microsoft CEO Steve Ballmer gave analysts a glimpse at the software giant's marketing around Windows Phone 7. The plan: Let Windows Phone 7 ride shotgun with Windows 7. The punchline: "I'm a phone too."

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Microsoft CEO Steve Ballmer gave analysts a glimpse at the software giant's potential marketing around Windows Phone 7. The plan: Let Windows Phone 7 ride shotgun with Windows 7. The possible punchline: "I'm a phone too."

Here's a slide from Ballmer's presentation:

Will this pitch work? Ballmer thinks the 'I'm a phone too' line certainly won't hurt. He said:

I think it's probably fair to say we have a lot of work to do and all not going to happen over night. The opportunity to do interesting work, differentiated work, to build marketshare, it is actually pretty good in the phone space right now.

The focus we had on two things, number one, to make sure that we're doing the software right, the end user experience right. We actually designed kind of the core hardware platform for these things, chassis specification, the OEMs, the hub vendors innovate on top of that so we have guaranteed set of hardware on which to do this kind of interesting and exciting and usable software. I think it's been -- gives us phenomenal opportunity.

And then there's the marketing hook:

Part of what we'll be doing is driving kind of integrated set of thinking, branding. We'll be really aggressively marketing Windows Phone. Both Windows PCs in all form factors and Windows Phones will get pretty aggressive marketing support, if you will.

What's your take?

Update: Microsoft said that the 'I'm a phone too' is not an official marketing line and I updated the post accordingly. A Microsoft spokesperson said:

Steve Ballmer did not announce a new tag line or marketing pitch for the company’s Windows Phone 7 phone.  The “ I’m a phone too” comments he made were simply part of the dialogue that he was having with the audience.  Microsoft has not confirmed or announced any details about its marketing plans for Windows Phone 7.

More from Microsoft's analyst meeting:

Topics: Software, Microsoft, Mobility, Operating Systems, Telcos, Windows

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122 comments
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  • WP7: "I'm a phone only" (doesn't do anything else)

    Android: "I'm a phone and a slate, and lots of other touch friendly devices"
    iOS: "I'm a phone, or an iPod, or an iPad"
    Windows Phone 7: "I'm a phone only. My boss doesn't think I can work on a slate, and will use something else"
    Vbitrate
    • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

      @Market Analyst
      You do know that WP7 is WinCE 7, which also runs on all kinds of POS systems, GPS, and even in car (i.e. Ford Sync) do you?

      Please, educate yourself: http://en.wikipedia.org/wiki/Windows_Embedded_CE_7.0
      Samic
      • Windows Phone 7 has been rejected

        @Samic WP7 is not the same as any WinCE device, as the applications will be different. You need apps designed for multitouch. But now Microsoft has rejected WP7 for other portable 3G devices. It is madness, and will kill WP7.
        Vbitrate
      • Yeah and Sync is useless!!!!

        @Samic Like most of MS products, its bloatware that needs constant updates with critical holes.

        MS can keep Windows 7 on its phone. My advice to all my clients!!

        STAY AWAY from MS.

        You want something that doesn't require much intelligence or just want to play games and music use an Apple 3GS

        You want something that is really is useful but needs some knowledge and common sense behind it, you get a Kindle, a GPS, a Camera, a HotSpot, Full internet Support, need instant translation, the fastest way to type on a cellphone (swype) and very small laptop that can use a wireless keyboard and wireless monitor (dlna) use Android.

        You want something that makes call but can't do much more use Windows 7..

        You want to show something you can show nice photos off with but can't use 3G signal or a phone use an Apple's 4G.
        Uralbas
      • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

        @Samic

        You mean the WinCE on an ATM that got hacked yesterday?

        Most of the GPS systems (Garmin, TomTom) run Linux or some flavor therof.

        Ford Sync is great but hobbled by the MS connection (I own a Ford with it and am qualified to say this).

        CE is not a good thing.
        itguy08
      • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

        @Samic

        Perhaps you should have read that entry yourself?

        The part where it states that the official Microsoft position is that "Windows Phone 7 is currently based on Windows Embedded CE 6.0 R3 with some features borrowed from Windows Embedded CE 7.0, thus making it a hybrid solution"

        BTW, what was the release date for the Windows CE 7.0 that all those point of sale and other systems are running on? Inquiring minds are eager to know.
        DNSB
      • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

        @itguy08

        Linux systems get hacked all the time too. Really stop spreading the FUD that ANY OS is secure by design. That's a lie. Sure good design helps but it's not foolproof.

        One of my favorite vBulletin sites was hacked this week and bought it down for two days. The processes couldn't even be traced the job was so good.
        Heatlesssun
      • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

        @Samic

        Windows Phone 7 is <i>based</i> on Windows Embedded Compact 7.

        Ford Sync and all kinds of POS systems are Windows CE 6.x.

        What's the difference? WP7 is developed in Silverlight. WinCE in Compact .net Framework. If you are not a developer, you have no idea of the difference. Else you would say that Windows 7 and Windows Mobile are the same, because both are called windows.

        Please educate yourself with more than the Wikipedia.
        cosuna
      • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

        @Samic Sorry, you are not correct. "All kinds of POS systems" are based on WePOS (Windows Embedded for POS). WePOS is based on XPe, Windows XP Embedded. To my knowledge there have been no announcements about a Windows 7 version for POS. None.
        paular8706@...
      • Mr. itguy08,

        why is it you never mention the Linux systems that are broken into everyday, around the world?

        Surely you read your news, news full of stories of massive thefts of information derived from Linux based systems, yet you refuse to ever mention them.

        Honesty does not appear to be a trait present in many of you humans, though I believe that it is your "pride" that is coloring your comments negativelly.

        :|
        Tim Cook
      • You could have stopped...

        at POS. We all know Windows CE fits that description well.
        jasonp@...
    • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

      @Market Analyst
      So Android and iOS are jacks of all trades, master of none.
      WP7: I like to move it move it.
      Loverock Davidson
      • The tablet PC is from yesteryear

        @Loverock Davidson - The mastery required is the multitouch interface.

        Who are the masters of multitouch? iOS and Android. Who is the jack of all trades? The old Tablet PC with multitouch bolted on as an afterthought.

        Who has the most multitouch apps? Android and iOS are the winners. PC software was designed for a mouse.

        Microsoft should have used Windows Phone 7 in the slate, but obviously did not think it would succeed in this market.
        Vbitrate
      • Actually the master is iOS .... Android is still buggy

        @Market Analyst, the master of multitouch is the iOS. The Google is still working out the kinks on Android.
        wackoae
    • Phone only huh?

      @Market Analyst

      Forget the integrated Facebook and Twitter, forget integrated Office, and forget that you can develop for it. Yeah, it's just a phone.

      Why don't you put your money where your mouth is and develop an app for it?
      The one and only, Cylon Centurion
      • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

        @NStalnecker - Why? Better to develop apps for iPhone and Android! You think we're stupid and want to waste time developing for WinCE, er, WinP, er, .Net? Only to have MS waste our time and money! Please, no one can be THAT big of a fanboi! If one is than that one is Stupid!
        The Danger is Microsoft
      • Danger, like I'm supposed to take you sseriously?

        A big mouth off like you who has before in the past talked back to not only ZDNet posters, but the bloggers themselves, going so far to personally attack the bloggers with profanity and derogatory terms.
        The one and only, Cylon Centurion
      • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

        This NStalker guy has it bad for MS.

        "I'm a phone too" would be perfectly appropriate for a 'me too' product which will only make Android look better.
        Tim Patterson
      • RE: Microsoft's Windows Phone 7 marketing pitch: 'I'm a phone too'

        @NStalnecker Why don't you look at past performance and see that WP7 has a MONUMENTAL mountain to climb to even hope to be a contender for the smart phone market...Blackberry, iPhone, Android...you honestly think that Microsoft has a chance vs these guys? We want an intuitive phone that caters to people with a reasonable amount of intelligence, not a flashy bubble-wrap mobile OS that makes 7-year olds squeal with delight.
        cyberslammer
      • Tim Patterson is partially correct...

        "This NStalker guy has it bad for MS. "I'm a phone too" would be perfectly appropriate for a 'me too' product which will only make Android look better. - Tim Patterson"

        Perhaps MS should change that to "I'm a wannabe too".

        As far as android goes.. Looks like Google is walling that garden... They nixed over 6000 apps in the last week.. And they are starting to figure out that a lot of the apps steal identities...

        Google is in a lose/lose situation... If they continue walling their garden, then they sand to piss off the Rabid Roid boys that they call customers... If they don't, no one will want a Roid phone because of all the malware... But that is good news for the MS Ballmer feltchers, because the WP7 "wannabe" actually stands a chance against all the Roid phones.

        http://digitaldaily.allthingsd.com/20100729/hows-apples-walled-garden-look-now/?reflink=ATD_yahoo_ticker

        http://seekingalpha.com/article/217277-when-closed-is-better-than-open-apple-vs-google?source=email

        http://www.omgandroid.com/google-started-removing-applications-android-market/

        http://www.pcworld.com/businesscenter/article/186720/malware_android_apps_threaten_mobile_security.html
        i8thecat