“Customer is king,” says Andy Lees, president for mobile communications business at Microsoft, as he announces the launch of Windows Phone 7 – it’s new mobile operating system) at the ICA launch event in London. But as Microsoft talk a lot about the consumer, they’ve forgotten the business user.
Lees references the wealth of content written about Microsoft’s position in business in the run up to the launch. But perhaps the scepticism was justified?
Ashley Highfield, managing director of consumer & online for Microsoft UK, says Windows Phone 7 has put the consumer at the heart of everything, “Today is about the launch of Windows Phone 7 and is representative of a renewed focus on the consumer,” says Highfield.
But it’s not purely for the consumer, it’s for “productivity”, says Microsoft’s Aaron Woodman as he demos the Windows Phone 7. For instance, the Microsoft Office hub brings together OneNote, documents and SharePoint. But there’s a lot more attention paid to Xbox integration and the ability to have your avatar on your phone.
In a live link to the annoucement in New York, Steve Ballmer, says this is a different kind of Windows Phone, which is modern in all aspects: in hardware, design principles and how people use internet services.
Microsoft have made it clear that Windows Phone 7 is all about the consumer. Business users have not been overtly targeted this time round. Perhaps Microsoft is overlooking its loyal enterprise market. Or perhaps they’re relying on the ‘consumerisation of IT’ in some sort of reverse psychology strategy?
Handsets from HTC – the HTC 7 Mozart – will be available running on Windows Phone 7 in the UK from 21st October.