Defining the other game

In episode 27 of The Bro Show, Myke, Terry and Patrick discuss the tablets and phones that mean to compete with Apple, including Windows Phone 7. Patrick:

“I don’t think Microsoft is going to be able to…sell Windows Phone 7 to the typical BlackBerry user…those are the people who are constantly looking at their devices. So they’re not going to switch the BlackBerry folks.

They’re not in the iPhone’s game. Apple has written its own game and it’s busy playing it while everyone else is busy trying to figure  out which game they’re playing. The opportunity here [for Microsoft] is to…define a game that competes with Apple’s game.”

I believe that’s precisely what they’ve done. Forget the BlackBerry users. With the current campaign, Microsoft is after the people who loathe smartphone users. The current ads are purely an appeal to emotion; we dislike the drones who are distracted to the point of their own detriment and feel a connection with the possible solution. The “how” doesn’t matter.

Microsoft’s “game” is to offer refuge to those who would use a smartphone but dislike how it supposedly changes one’s behavior. And there are a lot of them.