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Adrian Kingsley-Hughes

First official Windows Phone 7 ad hits the web - "The revolution is coming"

By | September 6, 2010, 10:05am PDT

The first official Windows Phone 7 ad hits the web, and it promises that “the revolution is coming.”

Here’s the ad. What do you think?

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Adrian Kingsley-Hughes is an internationally published technology author who has devoted over a decade to helping users get the most from technology.

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Adrian Kingsley-Hughes

All opinions expressed on Hardware 2.0 are those of Adrian Kingsley-Hughes. Every effort is made to ensure that the information posted is accurate. If you have any comments, queries or corrections, please contact Adrian via the email link here. Any possible conflicts of interest will be posted below. [Updated: February 23, 2010] - Adrian Kingsley-Hughes has no business relationships, affiliations, investments, or other actual/potential conflicts of interest relating to the content posted so far on this blog.

Biography

Adrian Kingsley-Hughes

Adrian Kingsley-Hughes is an internationally published technology author who has devoted over a decade to helping users get the most from technology -- whether that be by learning to program, building a PC from a pile of parts, or helping them get the most from their new MP3 player or digital camera.

Adrian has authored/co-authored technical books on a variety of topics, ranging from programming to building and maintaining PCs. His most recent books include "Build the Ultimate Custom PC", "Beginning Programming" and "The PC Doctor's Fix It Yourself Guide". He has also written training manuals that have been used by a number of Fortune 500 companies.

Adrian also runs a popular blog under the name The PC Doctor, where he covers a range of computer-related topics -- from security to repairing and upgrading.

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Waste of time
tripplec 16th Sep 2010
So all that there is an image, "the revolution is coming"...dahhh so is Christmas you know.

Its been hard enough to get cell phone updates to their OS as it is. There has never been an MS OS (DOS or Windows) which did not require patches, updated version. So how will they handle whatever they come out with and how long. I certainly don't want to be stuck with a product crashing and waiting for a release to fix it. A cell phone just has to work! Period and if doesn't the carrier or store should take it back whatever the time frame since we cannot wait for someone to get around to fix and release updates. I've been watching a couple of thread on the HTC site forum and the Desire has a suite of issue which the OEM is not acknowledging. Turn around is slow. The software is not proven nor is there any stability verification. MS cannot speak for themselves since they are always wrong.
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RE: First official Windows Phone 7 hits the web -
eprisencc Updated - 6th Sep 2010
That ad looks like a fake or Microsoft really has no idea about marketing.
@eprisencc I've seen similar ads - it appears that some ad agencies have been playing around with ads that basically give no info about the product. Weren't early "droid" ads like that?
@CobraA1 Even current Droid ads are like that, they only give you the impression that the Droid will turn you into a cyborg under the control of Skynet if you touch it.
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Aren't all Apple Ads like that?
@VanCleave

No, with regards to the iPhone TV ads, Apple give viewers the sense of what the device is all about.
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@eprisencc This is an ad shown right before the opening of Lawrence of Arabia, it's themed for the movie. It's not meant to be for anything other than Lawrence of Arabia.
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It appears you may not have seen many commercials
Mister Spock Updated - 6th Sep 2010
(which is commendable), as there have been similar commercials like this throughout advertising history.

Onw needs only watch television to realize that.
plain
It's a farce that Microsoft is calling Windows Phone 7 a revolution.

It can't multitask. It can't even Copy-&-Paste. It's a debacle.
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@Market Analyst,
It's true that in the initial release will not include both features you mention. But there are other features neither Android or iPhone includes by default, like Office/Sharepoint/XBox/Facebook/Windows Live integration. Or email sorting for flagged or list only unread emails.
http://www.youtube.com/watch?v=wblCTPMcmAM
There are many things iPhone & Android do better than WP7, and vice versa. But if you don't like WP7 because it don't have Copy and Paste, even though it looks it have, for example, better email management, enjoy your choice. IMO, the three are excellent mobile platforms.
@Market Analyst

But it is a revolution in terms of the integration of XBox Live - the ability to connect into an existing and highly regarded gaming ecosystem. The fact that it is cross-platform adds to this.

I suspect everyone else will rush onboard to mimick this - or suffer losing out.

The same goes with Office - Nothing beats the de-facto standard. Integration with Windows Live and Exchange compatibility makes this feature superior to the competition.
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Huh?
archangel999 7th Sep 2010
@Market Analyst Apple fanboys deflected the earlier iPhones lack of multitasking and copy/paste as unimportant - now they want to use it as a "must have" - I'm a bit disappointed with the initial WP7 multitask rules, but multitasking isn't impossible (things like music and phone still continue while you do other things) - they're trying to get everyone locked down on the new internal architecture. However lack of copy/paste seems like a pretty stupid decision.
@Poppets

XBox live integration just to get achievement points and play with your avatar? Hardly anything revolutionary there imo.

Office? They have office in Windows Mobile now correct?
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@Poppets
nix_hed 7th Sep 2010
Just because you have the built-in ability to view your XBox Live stats doesn't make it a revolution. There are tons of iOS and Android apps for this, most of them free.

In terms of games, the only games you'll see on this device that you won't see on the other two are the Microsoft exclusives like Halo and Project Gotham. Nothing I'll lose sleep over at night.

If this phone doesn't require a restart on a regular basis like other versions of the Windows Phone software do, that'll be a revolution in and of itself. However, I'm not holding my breath...
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They cudda called it...
FiOS-Dave 7th Sep 2010
@Market Analyst

Magical! ... Ooops... Apple already owns that one...
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That is Awesome!
nishsingh Updated - 6th Sep 2010
Normally I don't think Microsoft does good ads (remember Windows Vista - the wow starts now?). But this ad is awesome. I am now pretty sure that Microsoft would be spending its $500m or $1 billion budget for Windows Phone 7 marketing well. Nervous times for Apple and Google ahead.
@nishsingh
Nothing happens for 40 seconds...
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@Zc456 The very best advertising should leave you with questions and make you curious to find out more. That the whole basis of Viral Marketing!

So why the Lawrence of Arabia Theme? Why is this a Revolution? Well it is, because it will be like no other Mobile Phone OS out there. It's totally untraditional, even going away from all the 3D stuff to make a simple usable interface under any conditions!

The gaming aspect isn't from a lightweight background though. They are the most experienced Interactive Gaming and User interface creators going back to Xbox Live Creation in 2001! ...maybe this is alluding to a certain major game franchise about to be exclusively launched on WP7.... eh? wink
i2fun@... Viral means that is so good people what to see it and will send it to their friends and family.

This ad is less viral than a video of a used toilet being flushed.
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@i2fun >The very best advertising should leave you with questions and make you curious to find out more.

What this commercial makes me curious about is if that puppy is dead, or if he's only "resting".
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wackoae & symbolset
I'm sure glad you showed up, there were way too many good remarks about an MS product going on here that we needed your negative, juvenile remarks badly.
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+1 to wackoae's statement.
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LOL@i2fun
nix_hed 7th Sep 2010
Viral videos and ads gain popularity because they make you wonder what something is. This ad answered my questions before it was over - "Oh, it's the new Windows Phone, and it looks like it copied everything else."

I give the Android community a couple of weeks and they'll have this interface perfectly copied. In terms of "a certain major game franchise" making it to the phone arena, FPS games don't work that well on touch-screen devices - Id Software proved that one on their own.

I'm with wackoae - the toilet would be more interesting.
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Another toilet reference.
xuniL_z Updated - 7th Sep 2010
nil_head, what is the deal with Linux/ABM users toilet fetish?
As you witness W7 become the most popular OS since Windwos XP and at the pace it's selling, it will replace the XP market share, take all of the WP7 shots you want. Nobody does platform like MS and you and others are missnig some big picture items. iphone and android dev is a step into the past and the world of C. .NET and managed code has it all over either of the the other platforms.
And MS is turning W7 into a platform, not just a device. They didnt' get to be where they are, and continue to grow without great vision. They are only one company and can't win 'em all, but we'll just have to see, won't we?

Doesn't it do your soul good to think about the fact that W7 sold in RETAIL and in PRE release, larger numbers than there are people using any Linux based OS after 20 years?
(btw, the fact it was Pre-release and Retail versions totally annihilates the "forced" to buy myth Linux people try to push.)
Sour grapes much?
LOL!
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d
xuniL_z Updated - 7th Sep 2010
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RE: First official Windows Phone 7 hits the web -
Technical John Updated - 7th Sep 2010
@nishsingh
I have to agree that the long intro, in which you're wondering what is coming, along with the ending music, is quite a breakaway from the ridiculous W7 and IE adds.

However, it's really just a mimic of the early Droid adds... and if you see it, first thing you think is "must be a new droid or something".... so if they do go with this it may have a backfire effect of sorts (getting people to recall Droid, instead of creating a buzz about Microsoft).

But given all their stupid adds over the past few years, I doubt this will be an add that shows up. They'll go do something dumb like "This phone is MY idea, because I couldn't figure out how to do simple things until I spent several hundred dollars so Microsoft could think for me".
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Talk about sour grapes. Wow!
xuniL_z Updated - 7th Sep 2010
@Technical John said:
" a breakaway from the ridiculous W7 and IE adds".

hmmm. And since W7 sold more copies in the first day of pre-release than there are desktops running *any* flavor of linux in the world, let alone how many have sold in what's been a record setting pace for any desktop OS ever since then, I'm going to have to say your post is clearly sour grapes.
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deleted dupe.
xuniL_z Updated - 7th Sep 2010
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More Google me thinks.
Bruizer 10th Sep 2010
@nishsingh

Android is used by two main groups:
1) Those that won't use AT&T.
2) Those that don't like Apple.

WP7 will pull from both of those camps.
The missing context makes this ad look weird.
It is normally shown beofre the movie Lawrence of Arabia en thus people expect desert pictures opening the movie.
@IE9 Correct. It's actually a spoof on a famous scene from the Lawrence of Arabia movie and was made only for this special screening. There were other joke-props at the screening event as well: http://pocketnow.com/windows-phone/more-photos-from-the-lawrence-of-arabia-secret-cinema-event
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Revolution? What a crock Adrian.
Dietrich T. Schmitz, ~ Your Linux Advocate 6th Sep 2010
Microsoft has A LOT of catching up to do and I would offer that they may be too late to recapture their lost market share.

And they can't win back users by setting up proprietary bridges. That won't work with today's open source smartphones namely Android.

Good Luck MS but I wouldn't have written 'revolution'. Pfffft.
Your consistently OBJECTIVE opinions of the folks in Redmond are always insightful and welcome.
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I mean, really. Revolutionary?
Dietrich T. Schmitz, ~ Your Linux Advocate 6th Sep 2010
@KTLA
What will the Windows 7 Phone have? an inflatable tube that blows the phone up into a Windows 7 Desktop machine on demand?.... wink
Or maybe you will be able to teleport yourself to a far reaching location with it. That would be coOL. No, revolutionary; yeh, that's it.

Come on now. With emphasis Pfffffft
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You don't look too OBJECTIVE either
OS Reload Updated - 6th Sep 2010
@KTLA

If, according to you, Dietrich's objectivity is debatable, let me make you aware that yours is completely lacking. While Dietrich always offers arguments to sustain his views you have nothing to offer.

Having seen your OBJECTIVITY (or the complete lack of it for that matter) I'm waiting for your arguments.

P.S. Thanks for the insight you just provided, it's always welcome. Ahhh, almost forgot. My opinion about WP7: Pffffft
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True, OS Reload
Mister Spock Updated - 6th Sep 2010
but gentlemen like Mr. Schmidt and yourself tend to overdue the "I hate Microsoft" shill to the point of looking ridiculously phoney

Maybe viewing something objectively is beyond your capacity to do so?
plain
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@KTLA LOL, NOW! that was funny
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Normally I do not agree with DTS
Pete "athynz" Athens 7th Sep 2010
@KTLA But in this situation he has hit the nail squarely on the head. Let's face it WM was crap... we just didn't realize just how crappy it was until the first Apple iPhone came out - and Microsoft sat on their butts and said it was a fad, that the iPhone would bomb. And then Android came out along with a second generation iPhone and STILL MS did nothing... until they took a good hard look at the market, saw their main competitor of back in the day (RIM) start losing their market share to iOS and Android... This is simply too little too late. I'm not saying it won't do well but at the same time I'm not ready to say that WP7 is revolutionary...
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@Dietrich T. Schmitz, Your Linux Advocate (also looks like a pedo)

Yeah just how Google leaves you with no privacy and is making billions off linux (what should be free). At least when you buy Windows Phone 7 you're buying Microsoft not freeware. Sounds bass ackwards don't it? Google selling what is free and selling you too. Tool. Get real Linux and put it on a phone and only pay for the hardware then you're talking, oh wait... That coincides with your "blows the phone up into a Windows 7 desktop" doesn't it?

I think the commercial for the first 25 seconds sucks but after that it was decent at best.

The phone is open to everyone and you can make apps for it just as Gaygle Droid and Crapple. At least you have the backing of 90+% of people running Windows... Yeah bout that. Go hang out in the corner and sob.
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RE: First official Windows Phone 7 hits the web -
Dietrich T. Schmitz, ~ Your Linux Advocate Updated - 6th Sep 2010
@audidiablo
You are a bit angry, getting personal, and confused.
A bad combination.
First, Android is not Linux; it's a derivative, and not part of the Linux mainline kernel.

Second, there is no proof that Google is doing anything to compromise privacy--account holders may see adverts in the sidebar but that is algorithm-based and designed to match your on-line habits. The advertiser has no idea how ads are being positioned and Google won't disclose anything about you, contrary to myth.

You should be concerned about your privacy--all your emails get sent around the net in clear text. Have you given that any thought? Probably not.

I wasn't getting personal with anyone. I gave an honest opinion about a product. Separate yourself from the product and try to be honest about an issue, but don't make ad. hominem remarks a tool for any kind of intelligent discussion.

When you get personal, well, you lose your credibility and it means mostly that you have no counterarguments.

You lose.
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@DTS

Some good points.

I personally don't think WP7 is "revolutionary" but marketing types always spin things in the best possible light. There have been many, many products that weren't revolutionary but have been called as much in advertising.

WinMo had some upsides but some very, very glaring bad things as well. I'm more of a wait and see. I just bought a Droid 2 so I'm 1.5 years before I even start thinking of replacing it. I'll evaluate Microsoft's offering then. Exchange support is one of the most important features a phone I'm using can have but Touchdown for the Droid matches existing WinMo functionality.

If WP7, or whatever it's called then, is really solid 2 years from now I may purchase it. I'll just have to wait and see. I will say you don't come off as the least bit objective when you automatically write off Microsoft in this field. Although I suppose I did the same with Apple with the iPhone 1.

I do find your comment about clear-text e-mail absolutely hilarious and on the money. Everyone seems to forget that little tidbit.
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@Dietrich T. Schmitz, Your Linux Advocate

I know research, design and tons of testing are not really familiar to you DTS with your Linux bias. You probably think your crowded desktop UI (android/apple) is something new, but it makes every phone including the iPhone look like 20C toys. This is a new UI (soon of course to be copied by Apple) which Android should have in a couple of years.

I think DTS is started to get worried wink
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@tonymcs@... DTS is often wrong and has so much anger it's funny but time will tell if they got it right or not. The emotional attachment to a phone is so short that there is plenty of room for new tools and products. Time will tell.
@Dietrich T. Schmitz, Your Linux Advocate

Yeah, Google was way too late into the search market. AltaVista was cool but InfoSeek rules.
And Apple was even later into the smart phone.

Hang on, what the hell is happening now.
Google is no. 1 and iPhone is selling like hot cakes.
This can't be true!!!
There is one simple fact about the smartphone industry that has yet to be offered mainstream and that is multitasking. Sure the Pre does it but has very little App support however everyone I talk to say they love the interface. Microsoft has always been and still is the leader of the multitasking GUI and for that reason I do believe there could be something they have created which could actually be revolutionary. I guess we will just have to wait and see. However your pessimistic comments when you do not know anything about the product is simply just ignorant close mindedness.
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@Dietrich T. Schmitz, Your Linux Advocate,
As a fan of Microsoft, I have to agree with you on this one. Windows Mobile hasn't lived up to expectations in any of its previous encarnations. I don't expect this one to as well. Android is definitely the way to go for Mobile OS's (sorry Apple...never liked the "proprietary OS that can only run on proprietary hardware" model).
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Proprietary like Skype on Android.
Bruizer 10th Sep 2010
@Dietrich T. Schmitz, Your Linux Advocate

That won't work on that "open" T-Mobile phone. Or O2. Or...

Android is only "open" to the carriers.
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Microsofts in trouble, and they know it
ShazAmerica 6th Sep 2010
When Steve Jobs unveiled the first iPhone in 2007, every single 'smartphone' maker's jaw dropped and they thought,"Shoot, we're dead."

How many years was Microsoft, Motorola, Nokia, Palm, etc. making phones for and the new guy on the block absolutely pummeled them. And for all you Apple haters that think any phone had the same features as the iPhone, before the iPhone, you're delusional. If so, why did everyone copy the iPhone AFTER it debuted?

Anyway, Google has done a fine job with droid. Palm's gone, and Microsoft is in the trash with them. They will sell a few phones to Apple and Google haters and others that for some weird reason like and keep supporting a convicted predatory monopolistic company.

I predict MS will sell about 1 million phones per year. They'll stuff the channel and count the preorders they make the providers buy, and they'll announce a million sales in one weekend, but they won't get a million activations for a year or so. Unless they flood the whole world at once with their latest POC.
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Isn't that from the Onion??
wackoae Updated - 6th Sep 2010
THIS IS AN ANSWER TO NStalnecker (see below) that somehow ended up replacing my previous post:

Honestly I never even heard of it.

But I stand corrected.
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Yes, they have!
Cylon Centurion 6th Sep 2010
@wackoae

Remember the O-Phone?

http://www.youtube.com/watch?v=WazA77xcf0A

happy
@ShazAmerica Actually my previous phone was the Nokia N95, which was available a few months before the iPhone. I must have imagined the GPS/maps, music player, accelerometer, icons laid out on a grid & video playback. You'd probably think I made it up if I also said it also had a 5MP camera with (admittedly crap) flash, the ability to record 30 fps video, AND a front facing camera with video calling.
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Waste of time
tripplec 16th Sep 2010
So all that there is an image, "the revolution is coming"...dahhh so is Christmas you know.

Its been hard enough to get cell phone updates to their OS as it is. There has never been an MS OS (DOS or Windows) which did not require patches, updated version. So how will they handle whatever they come out with and how long. I certainly don't want to be stuck with a product crashing and waiting for a release to fix it. A cell phone just has to work! Period and if doesn't the carrier or store should take it back whatever the time frame since we cannot wait for someone to get around to fix and release updates. I've been watching a couple of thread on the HTC site forum and the Desire has a suite of issue which the OEM is not acknowledging. Turn around is slow. The software is not proven nor is there any stability verification. MS cannot speak for themselves since they are always wrong.

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