Start Windows
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News Commentary. Something old is new again in Microsoft marketing: Start. |
Microsoft is pushing "Start" with new Windows Mobile phones, which have been rebranded as Windows Phones. The "Start" concept started with Windows 95 and has continued in various iterations since. Start's role is a big one for Windows Phones, which foreshadows greater emphasis for Windows 7 and Live marketing, I predict.
The last major iteration of the concept came in April 2005, when Microsoft kicked off the 18-month "Start Something" Windows XP ad campaign. The newer Start concept is threefold:
- Marketing—new Windows Phones promotionals feature Start Windows, with the logo between the words.
- Software—Windows Mobile 6.5 puts new emphasis on the Start icon.
- Hardware—Windows Phones will feature a Start button.
I've long advocated that good marketing must be affirmative, empowering and aspirational. People want to know how Product X, Y or Z will make their lives better—why they will be happier for their purchase. The 95-second video embedded below focuses almost wholly on user benefits; Microsoft forgoes the features. Here, here, that's exactly the right approach.
It's a great, ah, start to the video: "Start discovering"; "Start experiencing"; "Start remembering"; "Start succeeding." I'll be watching to see how the Start manifests in Windows and Windows Live marketing. Microsoft is more closely coordinating marketing among the three products.
This evening I started up the on-demand stream of Microsoft CEO Steve Ballmer's Mobile World Congress press conference. During recent cutbacks did Microsoft stop Steve's gym membership? Where is the lean, mean Steve Ballmer I had gotten used to seeing over the last couple years? I mean no criticism. He looks healthy and strong, but fuller faced. Maybe Steve should start working out again—as should I. One finger pointed out is three pointed back at yourself, right?
The photo above is from today's Microsoft press event. I cropped the image, for which Microsoft provides no photo credit. The button on Steve's lapel has the same blue and white logo found between Start and Windows in the embedded video and other Microsoft promotionals distributed today.
[Please send your tips or rumors to watchtips at live.com].
Comments (17)
Start firing. Start with one Steve Ballmer, and continue until all his sorry yes men are gone. Start thinking about MSFT shareholders for a change!
Posted by Ed T | February 16, 2009 9:28 PM
Very scary commercial. Puts me right off their phone. Makes it look like their new phone runs WinXP or something. I don't think they understand that the association with Windows is what puts people off their phones. Last thing anyone wants it to run Windows (or god forbid Vista) on their phone. Several of the screens look like they should be rendered on a full size monitor, they aren't even adapted for the small display size. Anti-marketing at its best.
Posted by smist08 | February 16, 2009 10:30 PM
Commercial? This is a video shown during the MWC product announcement, nothing that is going to get any kind of airtime. Smist, let's look at desktop marketshare and how many people use Windows vs. OSX and Linux - Microsoft has a phenomenal brand and they would be idiots to not take further advantage of it. Please just go play with your iPhone and stop slandering products that you haven't even used.
Posted by Drew | February 16, 2009 10:48 PM
Joe, your post reminded me about Start.com, the predecessor to Live.com. Start.com is redirecting now to my.live.com. But I wonder if Microsoft might end up reviving that domain for some new purpose.
In fact, I seem to recall at some point, years ago, there was talk about Start.com becoming Microsoft's search brand. That doesn't seem like such a bad idea.
Posted by Todd Bishop | February 16, 2009 11:00 PM
'Start'? Huh ... I'm more familiar with:
A)bort
R)etry
F)ail
Hmmm... coincidentally that could describe the MS ad campaign.
Posted by Anonymouse | February 17, 2009 3:51 AM
smist08, please don't make insensitive comments here. You run the risk of offending readers such as Drew who have found an acceptable method of coping with the tribulations of life's uncompromising progress in information technology.
Posted by Will | February 17, 2009 4:08 AM
a critique of a tv commercial, and then ballmer's weight.
nice yellow journalism, you anti-semite!
Posted by yo | February 17, 2009 4:34 AM
Better branding with "Start", yes, but the phone's UI seems a little slow. I can't help mentally comparing it to the liquid smooothness of the operation of the iPhone in Apple's adverts.
And are they using Keynote transitions? :P
Posted by Joel Fagin | February 17, 2009 7:48 AM
Does anyone notice that the scrolling menu is virtually useless once you have > 5 favourites/sms messages/friends?
At 1 scroll per second, it could take almost a minute to find a site using your favourites.
Typical Windows, runs OK on the first day, but after months of use it is virtually unusable.
Posted by billybob | February 17, 2009 8:11 AM
My Phone? iPhone
My Life? iLife
Microsoft... shameless, pathetic and per usual, late to the party. Only thing that will save them is the loot gained thru it's unethically obtained, illegally maintained monopoly.
My my...
Posted by MacCanuck | February 17, 2009 9:25 AM
This is their answer to the iPhone? the transitions were choppy, the space was cluttered and it didn't animate many of the transitions. YUK! What kind of 'user experience' do they think they are providing?
If you come late to the party and want people to pay attention to you, you damn well better have something that no one has seen before else step to the rear pal.
Posted by Chuck | February 17, 2009 4:02 PM
Damn monkey boy Ballmer looks more like one with
every new picture LOL
Posted by hiwaystar | February 17, 2009 7:27 PM
hiwaystar, you are an anti-semite.
Posted by ya | February 17, 2009 7:49 PM
Anyone who wears a lapel pin (Windows logo, American Flag, etc) is not to be trusted.
Posted by george Creedle | February 18, 2009 6:17 PM
@Anonymous
Hey dude, you forgot one
I)gnore
That's how I treat MS's ad campaigns, especially the ones which feature Steve BullInAChinaShop.
And Bill's been looking a bit porky of late.
Posted by RightPaddock | February 19, 2009 3:09 AM
I saw the Windows Mobile video.
Boy, it sucks!
Posted by Foo | February 19, 2009 5:56 PM
"And Bill's been looking a bit porky of late."
as opposed to the ever-shrivling steve jobs?
Posted by cancer | February 25, 2009 5:39 PM