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.

iPhone apps garner more eyes than top TV shows

From MobileBeat:

“The daily audience for apps that run on Apple’s iOS … has now surpassed 19 million users, who spend an average of 22 minutes per day using these apps, according to [Flurry]. That means the audience for the iOS devices is now bigger than NBC’s Sunday Night Football and…only 4 million daily viewers separate the iOS audience from that of the No. 1-ranked TV show, Fox’s American Idol.”

People staring at their iPhones. That’s exactly the practice Microsoft is highlighting for those who find it infuriating.

Business language for a consumer product

Today Microsoft demonstrated the forthcoming Windows Phone 7. I liked the phone but not the presentation. Gruber articulates exactly why.

“This bureaucrat-ese is intended, I suppose, to sound serious.”

The event was riddled with business jargon and CEO-speak. It felt like a young professionals workshop, not the introduction of a consumer device. That’s typical of Microsoft and exactly why the “I’m A Mac” TV ads were so apt.