| Microsoft announces new brand: "Windows Mobile" |
Jun. 23, 2003
In conjunction with today's launch of Pocket PC 2003, Microsoft also announced a new strategic brand: "Windows Mobile." The new brand, which is intended to extend the company's "Windows" brand into the mobile device space, currently encompasses the Pocket PC and Smartphone software platforms. According to Microsoft, with the increased blurring of mobile device boundaries, the term Windows Mobile "simplifies device naming and offers the flexibility to better articulate hardware and software evolution."
"The new Windows Mobile brand [will] help customers more readily understand and identify the software inside Pocket PCs and Smartphones and the consistent experience they can expect," Microsoft said in its announcement. "The brand also reflects Microsoft's commitment to the mobile space in bringing its software for mobile devices into the Windows brand family."
Developing the branding strategy
Pieter Knook, Microsoft's corporate vice president for mobile and embedded devices and network service providers, explained the logic behind the branding strategy. "Our customers told us that they value the presence of Windows in mobile devices -- both as a highly recognized brand and as a highly familiar user experience," said Knook. "We heard that Windows is a brand customers associate with powerful and familiar software, and the new Windows Mobile brand is one that will help manufacturers and mobile operators differentiate Windows Mobile-based devices from others in the industry," he added.
In developing the branding strategy, Microsoft worked with the Kellogg School of Management over the past 12 months to determine the position of "mobile devices" in relation to the Windows family of products. "Increasingly, customers expect their mobile devices to seamlessly exchange data and share features with the desktop devices and applications they are familiar with. Customers also expect their mobile devices to do more than simple voice or data functions," said Mohanbir Sawhney, the school's McCormick Tribune Professor of Technology. "Customers associate the Windows brand with synchronization and compatibility with a wide range of devices and applications. With the new Windows Mobile brand, customers are assured that they can get the compatibility, the power and the familiarity of Windows on their mobile handset or phone," he added.>
Microsoft said it plans to use the "Windows Mobile" brand to communicate the following benefits to both customers and the mobile industry . . . - A familiar experience. Customers associate the brand with a familiar and trusted Windows experience and the ability to connect with their most important information while on the go.
- An all-in-one device. Microsoft designed Windows Mobile to help simplify life through powerful software on a variety of devices designed to meet individual needs.
- Staying in touch. With Windows Mobile, customers can communicate through powerful and familiar applications.
- Personal productivity. Customers can do more of what matters to them, using Pocket versions of Microsoft Outlook, Internet Explorer, Windows Media Player and more.
- On-the-go synchronization. Windows Mobile gives customers the power to be up-to-date with necessary information, at their desk or on the move.
Taxonomy
Microsoft said the terms "Pocket PC" and "Smartphone" will continue to be used, but to describe categories, whereas "Windows Mobile" will describe the software running on the devices. For example, "Pocket PC software" becomes "Windows Mobile software for Pocket PCs," and "Smartphone software" becomes "Windows Mobile software for Smartphones." The general name for Microsoft's software for PDAs and smart phones will now be, simply, "Windows Mobile."
Confused? Here's a handy summary . . . - Windows Mobile -- designates the core brand, and a general class of software.. Used in phrases like "Windows Mobile based devices," "Windows Mobile software," "Windows Mobile based Pocket PCs," and "Windows Mobile based Smartphones."
- Windows Mobile 2003 software for Pocket PCs -- the official new name for what was previously commonly called Microsoft Pocket PC.
- Windows Mobile 2003 software for Smartphones -- the new name for what was previously commonly called Microsoft Smartphone.
Microsoft also said it is introducing a new logo, "Designed for Windows Mobile," to signify compatibility between third-party products and the PDAs and cell phones that are powered by Windows Mobile software.
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