Windows Phone 7 Will be an 'Ad Serving Machine'

It's been months since Microsoft announced Windows Phone 7 and we've barely heard anything about it since. Aside from its two Kin phones, which are based on the same foundation as Windows Phone 7 but are far more basic, Microsoft is keeping fairly quiet about the 'holiday release' of Windows Phone 7.

Previous rumors suggested we could see Windows Phone 7 devices from Microsoft partners, like HTC, as early as September, but if Microsoft VP for Marketing Mich Mathews is to be believed, we won't be seeing anything WP7-related until at least October.

Speaking at the Cannes Lions advertising conference, Mathews mentioned that Microsoft will be launching its brand spanking new mobile OS "this October." Sure, it's not December, but it's miles better than the holiday launch we'd been expecting.

However, also at the event was Kostas Mallios, General Manager for Strategy and Business Development, and what he had to say was far more interesting. While explaining how advertising for WP7 works, Mallios called the OS 'an ad-serving machine.'

"For marketers ... this is actually turning out, in my view, to be an ad-serving machine," Mallios said, according to Seattle PI. "It basically enables advertisers to connect with consumers over time."

Mallios was referring to the unique feature that allows Windows Phone 7 to send users information, news and offers from their favorite brands.

Seattle PI reports:

Fortunately for us, Toast is an opt-in/opt-out kind of affair. If you do decide to opt in, the ads will appear as one of the dynamic tiles that make up the Windows Phone 7 home screen.

"What you'll see is that there's actually a message on that tile," Mallios said during a demonstration. "So that title is actually a dynamic tile that you're now able to push information to as an advertiser, and stay in touch with your customer. It's a dynamic relationship that is created and provides for an ongoing dialog with the consumer."

Read more on Seattle PI.

Jane McEntegart works in marketing communications at Intel and was previously Manager of Content Marketing at ASUS North America. Before that, she worked for more than seven years at Tom's Guide and Tom's Hardware, holding such roles as Contributing Editor and Senior News Editor and writing about everything from smartphones to tablets and games consoles.

  • Ragnar-Kon
    Having an ad slide down the screen while the app isn't even active is uhh... a deal breaker for me.

    For once, I might actually agree with Apple and their new ad system. At least ads won't bother me when the app isn't active.
  • Poisoner
    Why not have no ads at all.
  • walt526
    Unless opting in for the ads somehow defrays the monthly cost of the phone service, I can't imagine why *ANYONE* would opt in to be on the receiving end of an "Ad Serving Machine."
  • joytech22
    At least we have the option to opt-out, but i guess Micro$oft has always been about money.
    Microsoft still not getting it ... tis Sad. Please please please, someone get Ballmer retired before Apple have to invest in Microsoft.
  • thegreathuntingdolphin
    I understand the crazy amount of advertisement we are bombarded with today since so much is funded mostly on advertising...but I don't understand it when it is something I am paying A LOT of money for.

    The only thing the ads might be good for is coupons/discounts/deals from the select companies I want. Even then it would probably be abused.

    I also don't get why companies and advertisers seem to think we actually want our lives polluted with their crap. Just cause I love a product doesn't mean I want to see/hear/read/ about it every waking moment!
  • joytech22
    otacon72Last time I checked a company was in business to make money...
    And last time i checked, a Company also made the right choices (sometimes) towards it's customers.
  • sceen311
    I wonder how Microsoft is going to handle the inevitable crashing/overheating of their phones?
    It was clear they were moving away from the blue screen of death when they went red on the crapbox360, so I don't know like a purple crown or something this time... you know, to try and make people feel like they're going to win a prize or something when their phone craps out.
  • mlopinto2k1
    otacon72Last time I checked a company was in business to make money...You don't make money without offering quality products. If you want to make quality products, you need to know what people want and you better make it to suite their needs. It goes hand in hand. If you don't know how to make good phones, don't make them.
    So how much do we have to pay Microsoft to get a Windows 7 phone without ads?