Microsoft Washing "Windows Mobile" Taint From Windows Mobile

Illustration for article titled Microsoft Washing Windows Mobile Taint From Windows Mobile

So how do you market a mobile OS that's essentially a superficial upgrade to a years-old product that a sizable bloc of techies think is the worst thing, ever, period? You change its name! To "Windows Phone," apparently.

Advertisement

Actually, according to The Inquirer, who claims to have heard this firsthand from Microsoft, all versions of Windows Mobile— from the extant 6.1 to the forthcoming, total-overhaul version 7—will be pulled under the Windows Phone umbrella, a move seemingly presaged by the announcement that the new Windows Marketplace for Mobile, will be open to all versions of the OS. That, and the fact that these same rumors were getting kicked around back in February, from equally credible sources, and accompanied by the odd use of the phrase on the company's website. In other words, it looks like it's going to happen, probably coinciding with the launch of 6.5.

Advertisement

From here this looks like a simple branding decision, and a mild one: In the brave new world of decent smartphone OSes, a mature "6.1" suffix betrays a stodginess that Microsoft is clearly trying to fight with 6.5, and hopes to completely shed with Windows Mobile 7, which promises to be in a different league than its predecessors. Of course, this won't change the fact that Windows Mobile 7 is a seemingly panicked stopgap measure, nor will it make your 6.1-based phone—they still make these!—any less painful to perform basic tasks on. This all may sound harsh, but it's also implicit in this move: If people don't associate your brand name with something terrible, then you don't have to behave like a cigarette company. [The Inquirer]

Share This Story

Get our newsletter

DISCUSSION

the-werewolf-old
The Werewolf

Well, we've been over this before. A lot of 'techies' are driven by things other than - you know - technology - but rather by fashion. So their understanding of the things they purport to be experts at is at best - shaky.

Need evidence? Shall I point you at that now legendary bit of 'expert' info by Apple shill Jim Goldman at CNBC...

[gizmodo.com]

And I can find similar bits of blinkeredness by Walt Mossberg and most other 'experts.'

Windows Mobile does need improving - but considering what it can do out of the box in an OS designed to fit into 32MB of ROM (hello all you bloat obsessed types - iPhone OS is 220MB and growing), a real techie would be more impressed with what they got it to do with so little - and then ask why it takes so much for Apple to pull the same with the iPhone, when they can't even handle developer level multitasking...

Which Windows Mobile has has for years...