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  • Windows Phone 7: Tiles, not Apps
    [ame=http://www.youtube.com/watch?v=Dv-fbO-_xl0]YouTube - Season of the Witch: New Windows Phone Ad[/ame]



    Microsoft has launched its latest effort to stay relevant in the smartphone wars with the release of Windows Phone 7 yesterday. Showing off nine new devices that will run the new version of the Windows Mobile operating system, Microsoft's CEO Steve Ballmer called them "a different kind of mobile phone." Microsoft is differentiating Windows Phones from iPhones and Android devices with an interface in a "glance and go format:" a tiled interface of "hubs" for different tasks rather than apps per se. They also released a clever - and creepy - series of ads showing people staring at their phones, zombie-like.


    Microsoft has a market share of only 5% in the global smartphone market, according to a recent report from Gartner, as compared with 9% a year ago. The iPhone - a single device, on one carrier in the US - has a 14% share. All Android phones make up another 17%, just behind BlackBerry with 17% and the smartphone champ Nokia with 41%. WinPhone 7 is starting with a remarkably heterogeneous lineup of phones: the Dell Venue, HTC 7 Mozart, HTC 7 Trophy, HTC HD7, HTC Surround, HTC 7 Pro, LG Quantum, LG Optimus 7, Samsung Focus, and Samsung Omnia 7 are all based on Qualcomm's 1GHz Snapdragon processor. This kind of recalls Microsoft's early-80s strategy of only supporting computers with Intel x86 chips.

    They have chosen an interesting strategy to take on the established smartphone platforms. Rather than talk about how many apps they have, they pretty much do away with the whole concept of apps, focusing instead on their "hubs," which are tiles on the home screen that when tapped, open contacts, email, messaging, pictures, etc. Ballmer claims this will "makes everyday tasks faster by getting more done in fewer steps and providing timely information in a 'glance and go' format."

    Microsoft's ad campaign tries to make this case in a pretty inventive way. If you walk around the city, it's hard not to notice how many people are staring at their smartphone screens. The two new ads rolled out for the Windows Phone 7 launch play on this: phone users in "Really" stand there oblivious to the people around them and get into mishaps, while "Season of the Witch" shows a creepy world where everyone is staring at their phone, walking in slow motion while Donovan's 60s psychedelic classic song plays.

    Of course, it remains to be seen how customers take to this marketing message, but it has to be better than the official Microsoft press release, highlighted by Gruber: "The goal for Microsoft’s latest smartphone is an ambitious one: to deliver a phone that truly integrates the things people really want to do, puts those things right in front of them, and either lets them get finished quickly or immerses them in the experience they were seeking."

    Huh what?

    Source: MacRumors
    This article was originally published in forum thread: Windows Phone 7: Tiles, not Apps started by Paul Daniel Ash View original post
    Comments 46 Comments
    1. cjacks519's Avatar
      cjacks519 -
      I love my iphone 4 just as I have loved all the other iphones, but because I also have an obsession for new gadgets, I will definitely own a WP7 device (in addition to my iphone) to check it out. As long as Apple keeps putting out quality phones I'll always have one.

      My absolute loyalty to only one phone is like saying I'm gonna wear the same pair of underwear for the rest of my life...It just ain't gonna happen!
    1. EskimoRuler's Avatar
      EskimoRuler -
      Quote Originally Posted by seann33uk View Post
      ok that advert was shite..
      thats was basically saying heres a town full of phone pressing dorks that have failed in life..
      Windows 7 Phone. A phone to Save you from your phone
      thats what i got from it

      I do like how Microsoft is trying not to just follow Apple and the app store but making something new. Thats the only thing that will be able to compete. If a droid and blackberry can run the same apps as the iphone, then what really makes one phone better than the other.
    1. Antman217's Avatar
      Antman217 -
      Quote Originally Posted by RandomAlec View Post
      ******* fanboys.

      I hope modmyi.com also support Windows Phone 7. Stop hating and if you don't like the phone then do as you were and stick to your iPhone ****.
      Thats why we are on this site! This is modmyi as in i-device not modmywindows **** phone. If i dont like it then where would i go, maybe an apple site or forum... maybe one like this!
    1. lividian1's Avatar
      lividian1 -
      I love the ad. It's sad but true. I'm on my phone all the time getting iPhone neck craning over my phone. My friends are just as bad. But I watched the keynote today and I'm starting to look for reasons to not want a WP7 to add to my phone collect. The OS has some very well thought out and put together features. MS is on the right track with their latest OS. A few updates and it will be a solid easy smartphone experience. iOS is still the best put together OS out IMO. Android is just a cluster F*** of abortions from manufactures of phones. But anyways watch the keynote if you have a hour to waste the punch line is *** but once they get into the features there's somethings that apple should adopted.
    1. mardinn's Avatar
      mardinn -
      People oh People. 'Tis was I who predicted that the Spirit Jailbreak would come out. Now people embrace the power of Windows 7 in your hands. Take the phone and PRAISE IT. PRAAAISE IT!
    1. Arabprince's Avatar
      Arabprince -
      The only reason the wp7 is nice is because they have separate designs like android. iPhone on the otherhand only has one design 2 colors when it comes to the specific model. Did you guys see the new HTC HD 7
    1. ADF's Avatar
      ADF -
      I personally can't wait for this platform to go public and stir the competition pot. It's not much comp with just two up-to-date mobile operating systems (Android and iOS) and two other seemingly neglected platforms (RIM and Symbian). Honestly the iPhone OS is getting a little tired IMO and Android is way to under monitored and fragmented with carrier skins and updates. Hopefully WP7 will shine some of that old Microsoft light on the new mobile game.
    1. moon#pie's Avatar
      moon#pie -
      Quote Originally Posted by Arabprince View Post
      The only reason the wp7 is nice is because they have separate designs like android. iPhone on the otherhand only has one design 2 colors when it comes to the specific model. Did you guys see the new HTC HD 7
      my guess is it will also have the same update problems that they android is facing now. Because everything is not done in-house, when microsoft updates wp7 to wp7.1, it will take a long time to get out to other devices.
    1. Teoyaomqui's Avatar
      Teoyaomqui -
      Now I know what my next phone is going to be.

      Good ad.
    1. reanimationxp's Avatar
      reanimationxp -
      Quote Originally Posted by Teoyaomqui View Post
      Now I know what my next phone is going to be.

      Good ad.
      If that ad (which didn't even show you the OS, btw) sold you.. you're exactly the type of mindless buyer WinMo usually attracts.
    1. aqualeris's Avatar
      aqualeris -
      Quote Originally Posted by RandomAlec View Post
      ******* fanboys.

      I hope modmyi.com also support Windows Phone 7. Stop hating and if you don't like the phone then do as you were and stick to your iPhone ****.
      Quote for truth. Not that I hate iPhones or not I won't be here, but at least not be some devoted fanboy that tries very hard to find an imperfection or flaw and criticises every other phone that comes out except Apple's. iPhone has it's own flaws, we all have to accept that.

      More competition = consumers benefit anyway. Imagine if Apple dominated the smartphone market. Pure disaster.

      PS: this post isn't targeted to any specific person, just a general statement.
    1. saibarspeis's Avatar
      saibarspeis -
      Quote Originally Posted by PlatoTheForms View Post
      ^ The iphone experience in a windows phone 7? do you mean will it be as revolutionary as the iphone or the amount of apps or what?

      If you want an iphone experience keep your iphone
      I am an Apple fanboy although I have many complaints about their policy or other missguided behaviour they have. I was actually refering to the last part of the original post:

      The goal for Microsoft’s latest smartphone is an ambitious one: to deliver a phone that truly integrates the things people really want to do, puts those things right in front of them, and either lets them get finished quickly or immerses them in the experience they were seeking
      It can't possibly be revolutionary, Nokia has tiles on it's home screen and their apps seem more like java script applets rather than actual code running inside the CPU, from my point of view WP7 phone is nothing new to the table besides the weird homescreen appearance.

      Also I love displaying text really small so that I can fit more information on my phone screen, I'm not really passionate about people from 100 feet away being able to read and see whatever the heck I'm doing on my phone...

      Quote Originally Posted by aqualeris View Post
      Quote for truth. Not that I hate iPhones or not I won't be here, but at least not be some devoted fanboy that tries very hard to find an imperfection or flaw and criticises every other phone that comes out except Apple's. iPhone has it's own flaws, we all have to accept that.

      More competition = consumers benefit anyway. Imagine if Apple dominated the smartphone market. Pure disaster.

      PS: this post isn't targeted to any specific person, just a general statement.
      You are absolutely right and it's also my opinion that competition will force Apple to become even more inventive, open minded and straightforward about this market.
      Apple has nice products, for a spicy price even but their worth it, if you want to have a cool phone that does everything you ask it to do in a second, clear and nice display, stilish bodywork and crazy good applications and you're willing to pay Apple the price for it it's ok. If not, maybe you can search for a cheeper alternative (Android, WP7, Nokia) and have almost the same but for less money.

      If this competiotion is going to go somewhere nice for the users it's the fact that as much as the vendors develop and grow their smartphones to achieve or overcome iPhones, Apple will keep strugling to offer better iPhones with more functions and maybe build some cheeper variants so that ALL can enjoy this brand.

      I really encourage my friends (in Europe) to buy Android and WP7 phones sollely for this purpose, especially if one comes to me mind made about an Android, I won't even try to change his decission.
    1. siginthehead's Avatar
      siginthehead -
      From my experience with windows mobile (a few years back admittedly) "it's time for a phone to save us from out phones" will mean dropped calls needing a full power down and reboot, by which time I'm doing something else and forget to call back.

      I've not kept up with windows mobile for a long time, but once bitten twice shy.
    1. jimmsch's Avatar
      jimmsch -
      Quote Originally Posted by iLoveWindows&iPhone View Post
      When u have a Retina display....why WOULDNT u want to stare at it all day! It's like having a beautiful girl in front of you, you don't want to "glance and go"! U wanna keep looking!
      Dude, seriously, you need to get out more.
    1. Tyronal's Avatar
      Tyronal -
      If this is anything like WP6 then it will fail. Five updates to that OS and it was still crashing randomly, right out of the box!!!!! M$, the kings of mediocrity. How can anyone say this is great until it is in the hands of the consumer? I remembered the same hype with OS6 and it ended up dragging windows phone down further. Really when will M$ innovate instead of imitate? I will save my judgement on WP7 until I can see it in my hand!!
    1. AUZambo's Avatar
      AUZambo -
      Quote Originally Posted by Jorge Luna View Post
      So now there is a "token black guy" in advertisements or am I the only one to notice that?
      lol

      I'm a white guy and while watching that I was like, "Where the black people at?"

      (BTW, that was said in my best Blazing Saddles, "Where da white women at?" tone)
    1. raduga's Avatar
      raduga -
      Quote Originally Posted by iLoveWindows&iPhone View Post
      When u have a Retina display....why WOULDNT u want to stare at it all day! It's like having a beautiful girl in front of you, you don't want to "glance and go"! U wanna keep looking!
      OK.

      If you had these in front of you:

      a) an iPhone playing MSFT's dork patrol ad
      b) a Win7 smart phone with a tile of a beautiful girl

      Which would you choose to stare at all day long?
    1. athleticswimmer's Avatar
      athleticswimmer -
      apple FTW.....ad sucked... end of discussion.
    1. KartRacer's Avatar
      KartRacer -
      Quote Originally Posted by Tyronal View Post
      If this is anything like WP6 then it will fail. Five updates to that OS and it was still crashing randomly, right out of the box!!!!! M$, the kings of mediocrity. How can anyone say this is great until it is in the hands of the consumer? I remembered the same hype with OS6 and it ended up dragging windows phone down further. Really when will M$ innovate instead of imitate? I will save my judgement on WP7 until I can see it in my hand!!
      There have been countless tech blogs and tech websites that have given the thumbs up to windows phone 7. They are just like (some) of us, interested in tech related stuff. Android is nice but extremely messy and no upgrade path. With someone like Microsoft there will be minimum requirements that will most likely be met, everyone knows they play hardball. I think wp7 is neat simply because it's different. Fresh ideas are good things, that's how technology marches forward. The fact that they openly and humbly admitted in public they they've screwed the pooch for a long time in the mobile OS market shows that they have started to learn from their mistakes. That can only mean that the competition will take a much closer look to see what they are doing an it'll keep them on Thierry toes. So far all the devices they've demoed looked fantastic and many tech journalists have given much praise to the OS. I may not buy one, but I'll check it out for sure.
    1. Tyronal's Avatar
      Tyronal -
      Quote Originally Posted by KartRacer View Post
      There have been countless tech blogs and tech websites that have given the thumbs up to windows phone 7. They are just like (some) of us, interested in tech related stuff. Android is nice but extremely messy and no upgrade path. With someone like Microsoft there will be minimum requirements that will most likely be met, everyone knows they play hardball. I think wp7 is neat simply because it's different. Fresh ideas are good things, that's how technology marches forward. The fact that they openly and humbly admitted in public they they've screwed the pooch for a long time in the mobile OS market shows that they have started to learn from their mistakes. That can only mean that the competition will take a much closer look to see what they are doing an it'll keep them on Thierry toes. So far all the devices they've demoed looked fantastic and many tech journalists have given much praise to the OS. I may not buy one, but I'll check it out for sure.
      I don't trust anything anyone writes about a new mobile OS until it is actually in the hands of joe public. That's what counts not fanboys drooling over a prototype they've been given. The fact it has some major omissions on the first release suggests MS are way behind in the coding and behind the 8 ball, and rushing out another OS like they always do without field testing adequately. We all know their track record on new releases, it's woeful. I wouldn't touch a first release of this. Sorry, I know MS too well and just don't trust them. And I've had first hand experience dealing with them. If only the public knew....