Is the PSP Phone a Eureka Moment For Microsoft?
Pictures of the upcoming Sony Ericsson Zeus smartphone leave little doubt that Sony has a good shot at attracting an influential group of young customers that should have gone to Microsoft. It may be time for Microsoft to go back to the drawing board already and rethink what Windows Phone 7 really is.
A serious question: If you were asked to describe what Windows Phone 7 (WP7) is and what makes those phones Windows Phone 7 devices, what would you say? Personally, I'd be tempted to quote Microsoft's commercials that state that WP7 phones target those people who really don't like spending time with their phones. They are tools, rather than entertainment devices, designed to "get you in and out" of your communication tasks as quickly as possible. It's for all those who consider communication on a phone a distraction.
Could there be a more boring way to promote a new gadget? Aren't we generally happy with our smartphones and aren't we generally enjoying the connectivity those phones provide us with? Maybe there are some who actually respond to Microsoft's message, but I am not sure that those are the customers who actually drive technology adoption (and download apps to spend time on their phone) and I am wondering: If this is the unique selling feature of WP7, does WP7 really have a tempting identity?
If you simply look at what meets the eye, the WP7 lot consists of a bunch of hardly distinguishable smartphones (does anyone actually remember the differences?) that are conservatively designed to reflect current smartphones, but it would be a stretch claiming that Microsoft in fact is creating a trend or is even carving out a lucrative niche. It remains to be seen what the $500 million promotion pot can do, but so far, Microsoft did not do an especially good job positioning WP7 in the market. In fact, the platform may be in an identity crisis already.
We have seen this before with the Zune. It was an emotionless attempt to recreate the iPod that was amplified by the idea of a brown MP3 player, which I still believe was pure product sabotage. WP7 has about as much identity as the Zune, which is slightly above zero. Given the financial implication Microsoft can't be happy with WP7.
Identity
One way to create an identity for WP7 would have been a close tie to the Xbox 360 and leverage the entertainment capabilities of the successful console. It's a shame that Microsoft did not develop a fresh and dynamic phone that would do exactly that and appeal to a user crowd in the 20s and 30s.
I wonder how Microsoft reacted to the first pictures and videos of the Zeus, Sony Ericsson's Playstation phone. The slider phone does not feature a keyboard, but a familiar gaming-pad like layout. I had no issues identifying this phone as an entertainment device right away, while I am still struggling to remember the different features of individual WP7 devices. The Zeus is narrowly targeted, but highly emotional and transports its identity before Sony Ericsson has said a single word about it.
If Microsoft ever wanted to develop an Xbox 360 phone, this should have been the model. Within the WP7 line, this could have easily been the flagship model to carry the excitement and emotion WP7 needs so desperately. Of course, it would have contradicted the WP7 marketing message. People may actually want to spend time with the Zeus as opposed to WP7 users who are described as hiding their phones mostly in their pockets.
The Zeus is a solution for an aggressively designed, innovative and forward-thing mobile entertainment-communication device today's smartphones generally are. In comparison, the design approach of WP7 phones is underwhelming and lacks the necessary spice that would make them enticing. If no one at Microsoft has said it yet, I'll say it: Eureka! This future is a pure entertainment and game console phone!
Sony Ericsson is making a big bet with the Zeus, but it found a way to combine the functionality of an Android phone with the added entertainment functionality for those who want it. Should Sony Ericsson have used a more traditional keyboard? No. According to Mobclix, 46 percent of Android users anyway prefer a touchscreen over a keyboard anyway and it appears that this is especially true for younger users. While the survey of Mobclix revealed that 37 percent of Android users spend most of their time on the phone for emails, 21 percent spend most of their time in games. Does Sony have a case here? Absolutely.
The Zeus speaks to a very specific customer group and there is a chance that it won't be selling very well because of that. But this almost feels like Apple's original iPhone, which was built by Motorola and was a first shot at getting access to iPod users. Sony has a good chance to go down the same path and define future portable game consoles with a device that may not look much different than the Zeus. Microsoft missed that opportunity by slapping Xbox integration on to boring phones. Will the average WP7 buyer use Xbox Live on those phones? Unlikely. Will Xbox enthusiasts be interested in a WP7 phone? That may depend on what features Microsoft will add, but the design of the current devices is surely a turn-off.
Fixing Windows Phone 7
Seriously, Microsoft. It's not that hard. Just give us something what we don't have already. There is no need for a device that is better than Android or the iPhone. Why don't we see something different that pulls in the vast research resources and technologies that exist within Microsoft? The last time I held a WP7 phone in my hands, I was wondering if this was really the best Microsoft could do with its partners and if this is the best that a billion dollar budget could deliver.
The Seabird phone that recently was published on the Mozilla Labs website is an example of progressive thinking that seems to be lacking at Microsoft. Apple has clearly created an identity for the iPhone as the origin of the modern smartphone and app landscape, Google is defining Android with a foundation of fantastic applications and enormous functionality. Microsoft needs to create its own identity. Otherwise it will go down the path of Zune and get lost on retail shelves.
For Microsoft, the Zeus is the best example yet how to break into the buzzing smartphone market that is dominated by a few, but incredibly very strong players. Microsoft needs to realize that it is the underdog and hundreds of millions of marketing dollars will evaporate in thin air if its products are plain, boring and lack identity.
Perhaps someone from Apple could help Microsoft out?
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Don't underestimate the power of android !
I disagree with what you are saying. The WP7 commercials talk to me greatly and have me considering one. In and out quickly is what I would want in my next phone. I hate spending time getting to some peice of information on a phone, I would rather have it there within one click (touch) than having to type in anything or go through any menu system.
I have yet to try out a WP7 device, but the commercials are speaking to me and I can't wait to try one out to see what I will pick next (WP7 or Galaxy S type of phone).
I think thier failure was in their carriers. People are tired of AT&T. The pricing is a bit too high and it fails to do what Microsoft accels at. Offer a wide array of people a superior device for less.
Only thing that we can call successful from MS is windows, even though its a half hearted copy of OS/2 (IBM). Credit to there first full blown OS.... yeah, it was Vesta.
my WF7 sucks...
Nice view you giving there
Maybe they are just saying it wrong. I don't think people mind spending time with their phones, they just don't want to spend more time than required. I had a previous incarnation of the Windows phone, and found it took too long to find things and do things with the phone. It was much quicker with the iphone to pick it up and for instance find the calculator. I switched for this reason. Now MS has gone even one better with their live tiles. Rather than having to go through several steps to do something, you can get to it directly through the live tile.
But their advertising still needs to be more "cool" and "hip" to attract the braindead masses that buy most of the phones.
Xbox 360 phone ? sounds good ~
anyway i had no idea why sony would come up with a psp phone since its own psp go is crap
it sell cheaper than a psp 3000 now
Dont get me wrong, PSP go is a cool device, what make me think that psp go dont work out is those fxxking game that I cant get, like those latest big title etc "monster hunter portable 3rd"
even those game company are not supporting digital download or may be delay the release on PSN, whatever. just make me want to sell my psp go for a psp 3000.
I m not sure how psp phone gotta survive
peace ~
And last time, Microsoft won the OS war, this time it's Google - that's great for consumers, as it's an open source OS that wins, meaning Android's monopoly won't hold back innovation (unlike the Windows monopoly, where only Microsoft could drive things forward; this time everybody can).
I agree with Falchard, but I also am confused about what the WP7 is. The article pretty much says it all, imo. I've seen commercials, I've seen some demos and whatnot and i must say, I feel more attracted to other devices. I have an iPhone 4 and my mother has a Sony Ericsson X10, so I've had some contact with Droid, also, a couple of friends just got the Galaxy S and it looks great! I don't really see microsoft battling out for their space in this market. Also, technologically, the WP7 also leaves room for improvement, especially in the graphics chip and battery life, from what I can tell. The phone and the marketing behind it just feel weird to me, feels rushed.. IDK.. I thought about waiting on the WP7 but I got a great deal on the iPhone and I already had the 3GS so I ended up going for it, mostly cause of the apps I had, but I must say, the screen and battery are awesome! Nothing out there can beat the iPhone in those 2 criteria! I couldn't be happier with it! When you put the iPhone 4 or the galaxy s next to a WP7, it makes it a really hard buy..
The price of AT&T is too high? I think all the plans are too high, but they're sustained because of their oligopoly. That said, I found AT&T's family plans cheaper than Verizon's, but more expensive than T Mobile's. I'm less sure about Sprint's plans. Nonetheless, AT&T and Verizon are clearly the "big dogs" of U.S. mobile. I do wish Google had followed through on their bid to own the 700 MHz spectrum and become a mobile carrier, but I'm not sure how much you have to dilute an oligopoly before there is real competition....
I'm waiting for a smartphone with cutting edge CPU and GPU, dual analog controllers, and an open gaming platform.
Let me know when it's available.
What are the names of the phones people are so distracted by? I "really" want one!
Its only phones. Do we really have that little of importance in our sad little lives that this is actually even vaguely important?
I find folks that obsess over phones and such things very very sad.
I'll be happy buying most any phone who's name is not preceded by an 'i'.
I'm not as much of a fanboi as a hater I guess.
In truth I am excited by Zeus though.
Wow.. I bet you wrote this from your iPhone...
Maybe you should put it down for a couple of hours and actually test out a WP7 phone.
I've had an iphone 3g, 3gs, and 4. I got a windows phone 7 phone for my wife and 2 days later sold my iphone and got myself an htc surround.
Microsoft did an amazing job on this phone, has had a really successful launch in terms of sales, bugs, and overall user ratings, and has perfectly implemented gaming and a way for future gaming to evolve greatly over time..
With the programming language being used for apps (silverlight .net), the possibility for future advanced gaming on these phones is incredible. You very possibly will see cross platform games being released for 360 and windows phone 7 within the next couple years.
*Seriously, what was the point of writing this article...
"There is no need for a device that is better than Android or the iPhone."
That sums it up perfect.. The windows phone 7 is here to stay, get over it. I wouldn't be surprised if it overruns the iphone in a couple years as blackberry is already doing (in reference to blackberry phones outdoing iphones in internet usage last month)..
Wow.. I bet you wrote this from your iPhone...Maybe you should put it down for a couple of hours and actually test out a WP7 phone. I've had an iphone 3g, 3gs, and 4. I got a windows phone 7 phone for my wife and 2 days later sold my iphone and got myself an htc surround.
You obviously didn't catch the subtelty that Tuan is trying to convey
Technologically the phones are great, but that is not what he is talking about
What he is talking about is image, branding and placement within a market
...
WP7 phones are as powerful and capable as the Sony Zeus for gaming, but where Sony have hung their hat squarely on it being a PSP "gaming" phone there has been no aggressive marketing campaign by MS to push WP7 as an "Xbox" phone.
If they had then it may or may not have affected sales but it would at least have cemented an idea in the minds of the public that this phone is the opne to pick ahead of its rivals if you want to play games.
Perhaps MS needs to focus 3 month long campaigns towards its strongest points:-
Xbox gaming
Social networking
Multimedia
...in that order
I'm an Android user, and I doubt I will switch. However, there is one element of the WP7 interface that I love: the big icons.
I know that you 20yr old gadget lovers will laugh at this. However, most people's eyes go through major shifts in the 40 to 50 year old range. If we assume phone users are from 10 to 70 this means that almost half of them are in the older age range, and yes, we use smartphones also.
The little battery meter on my android has a percent remaining, but I can't read it. Likewise with some of the small type on various widgets. A big bold icon with numbers of emails would be great.
Again I know this will be a laughing matter for some of you. However, if your goal is market penetration, then you need to think about the needs for different market segments, and I would predict that users older than, say 45, is a large enough segment to think about.
I like my WP7, and i use it ALOT. Not sure who are these people keeping it in their pocket all the time, but there are tons of things to do with the phone...I'm on T-Mobile, and it's great.
Young teenage girls will not buy a PS phone, while boys will. Young teenage girls and boys will buy phones with heavy Facebook integration.
Thanks.
P.s. I own a HD7
"Perhaps someone from Apple could help Microsoft out?"
Very, very sad final comment there. I'm ashamed that you put something like that. We had Windows mobile 6.5 that could do it all, but Tech sites didn't want that. MS went away, trashed 6.5 and came back with a MUCH better version 7 and yet, the tech sites still have a go.
I really liked the article and I think Tuan's analysis is correct. M$ needs to stop delivering over-the-hour products. I think they have a lot of potential but they are a shadow of the monster they used to be. Perhaps they are having trouble adapting to the emerging markets?
Only thing that we can call successful from MS is windows, even though its a half hearted copy of OS/2 (IBM). Credit to there first full blown OS.... yeah, it was Vesta. Nice view you giving there my WF7 sucks...
You know how far off base you are, right?
And last time, Microsoft won the OS war, this time it's Google - that's great for consumers, as it's an open source OS that wins, meaning Android's monopoly won't hold back innovation (unlike the Windows monopoly, where only Microsoft could drive things forward; this time everybody can).
Lawl. Outdated source drops != true open source. They could still make a monopoly with it, Google still completely controls Android and its source. They could even start charging for it, if they wanted to. They won't, because they already make tons of money off adverts and data mining, but they could and you couldn't do jack about it. Because again, Google is the only one that controls Android. They're really no different than MS or Apple in that regard.
I know what you are trying to get at Tuan.
WP7 is nice, clean, smart and modern but in the end there's no "OMG thats crazy i HAVE to have one" that iPhone and Blackberry have and there's no buzzword like "Droid" to spread the word/brand.
XBOX has a huge buzz, brand, loyalty, following and network. Using the XBOX brand to make a cohesive line of gadgets, that all integrate together, using the same interface and design sounds like a no-brainer. A Kinect Phone (no more WP7), 360 Tune Box HD (no more Zune), X-Tablet? Sounds awesome to me!
Like it or hate the idea, you have to admit that could take the market by storm....
WTF is the deal with these spammers!?!?! Everyday I log in and find this crap here! Seriously, nobody here clicks on your ads, trust me! Please go be useless somewhere else!
Nice article if only it was full of crap and missleading info.
Microsoft doesn't need an identity! Nobody needs one - except for the author of the article. People just need a phone/device that I like and suits mu needs.
WP7 is not competing with Sony so I am not sure why is PSP mentioning here. Microsoft has abandoned an entire platform /WM 6.../ only to make a new and better one for the modern needs. I love the idea of hiding the apps and insted just showing the services those apps provide. The author was wondering why are all WP7 devices so alike - well what about all the iPhones, aren't they all the same. Didn't hear complaint to Apple for making just 1 phone at a time. Also Microsoft isn't making the phones - only the OS. From the article people might start thinking that MS is actualy producing phones.
I lost count of all the proApple articles that are on Toms. Cmon guys are you on payroll from SJ.
"Lack of brand identity isn't an issue, it's a feature!"
That's what would happen if MS got in someone from Apple.
I really disagree with MS Win7 phone advertising. Simply they are saying their phone do the exact same thing as all the other smart phone and nothing more. Well there is xbox live but they don't go into detail. Do MS expect people to pay $500 for another smart phone just like the rest? The majority of the consumer would pass.
I'd like to think that Microsoft's ads were really saying that the extraneous information we are bombarded with everyday is the distraction, and that Windows Phone 7 takes you directly to what you need, when you need it.
This is coming out of a guy that hasn't seen the ads in any great detail, but that's just my thoughts.
Really? Now I'm getting convinced of all those commentaries that say all the time that THG is being paid by Apple. Looks like here is the proof...
This is pretty funny:
"According to Mobclix, 46 percent of Android users anyway prefer a touchscreen over a keyboard anyway" (nice proof reading BTW)
Lol, if 46% of Android users prefer a touchscreen keyboard, that means 54% prefer a real keyboard. On top of this, being a PS3 owner, I can tell you I vastly prefer a real keyboard. I like touch screens too, but for texting or email give me a real keyboard any day. Again, as a PS3 owner I won't be purchasing the Sony phone BECAUSE it doesn't have a keyboard. When they were announcing WP7 I was very interested, but there were two deal breakers. One was that you are restricted to purchasing apps from an app store again. Sorry, I want to be able to get my apps where I please. Even though a group came out with an app that would allow you to install apps from your desktop, apparently MS interfered and convinced the developer to remove his app. Second is that the device does not have very good multitasking, and none for general apps. So, there are two "gaming system" phones, and I will purchase neither one.
However, I think the article author is too hard on MS. Making a phone for people who want to get their task done and over with seems like not a bad idea. Of course, I'm willing to bet the author owns an iPhone (iPhone owners seem to go out of their way to trash MS). I could be wrong, but it would make sense.